# How Music & Sound Can Help Financial Brands Differentiate in a Competitive World Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-08-25 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: Why Financial Brands Should Invest in Sonic Branding Meta Description: Discover the importance of sonic branding for financial institutions and how it can help build brand equity and differentiation in a crowded market. URL: https://financedigest.com/how-music-sound-can-help-financial-brands-differentiate-in-a-competitive-worldhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/istock-1192285342-1736815370933-compressed.jpg) _![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/030-1736815370942-compressed.jpg)_ _By_ **_Ed Trotter,_** _UK Head of Business Development at_ [_MassiveMusic_](https://massivemusic.com?utm_source=MarCom&utm_medium=Referral&utm_campaign=Global+Banking+and+Finance) _, a global leading agency for all things music and sound_ The financial services (FinServ) space is full of striking, creative logos. Think [Natwest](https://www.creativereview.co.uk/new-natwest-logo/) [’s](https://www.creativereview.co.uk/new-natwest-logo/) interlocking red cubes or [Lloyds](https://www.bluearrow.co.uk/featured-employers/working-with-lloyds/a-history-of-lloyds-banking-group) [’](https://www.bluearrow.co.uk/featured-employers/working-with-lloyds/a-history-of-lloyds-banking-group) distinctive black horse – both are iconic and have great recall. Designing effective visual logos, however, doesn’t automatically mean that your audience is listening. As mentioned in [The Power of Sound in Finance](https://play.massivemusic.com/en/power-of-sound-finance) report, there is a disappointing lack of market penetration from financial brands embarking on sonic identities. Mastercard is a perfect example, ranking in the top quartile for effectiveness – yet languishing in the bottom quartile for attribution. [Financial institutions](https://www.financedigest.com/the-future-of-financial-institutions-in-2023.html "The Future of Financial Institutions in 2023") are finding it increasingly challenging to make themselves heard. Increased competition – partially driven by the sector’s rapid [digital transformation](https://www.financedigest.com/how-digital-is-transforming-finance-in-2023.html "How Digital Is Transforming Finance in 2023") – is to blame. [Online challenger banks](https://www.financedigest.com/dutch-online-bank-bunq-applies-for-u-s-banking-licence.html "Dutch online bank Bunq applies for U.S. banking licence") such as Monzo and Starling Bank have ripped up the playbook and are knocking on the door of legacy institutions which have dominated the scene for decades. Brands must broaden their horizons and embrace new marketing [strategies or risk](https://www.financedigest.com/france-seeks-strategy-as-nuclear-waste-site-risks-saturation-point.html "France seeks strategy as nuclear waste site risks saturation point") drifting into obscurity. Building brand affinity and equity have always been long-term goals. Differentiation should also now be prioritised – and [music is key](https://www.financedigest.com/musical-instruments-market-insights-deep-analysis-of-key-vendor-in-the-industry-2022-2026.html "Musical Instruments Market Insights, Deep Analysis of Key Vendor in the Industry 2022-2026") to achieving this. But why should finance brands [invest](https://www.financedigest.com/5-compelling-reasons-that-you-should-invest-in-branding.html "5 Compelling Reasons That You Should Invest In Branding") time and resources into developing sonic brands, and how can these strategies cut through the noise? **Stop being tone-deaf** [Sonic brands](https://www.financedigest.com/why-insurers-have-started-listening-to-what-sonic-branding-has-to-offer.html "Why insurers have started listening to what sonic branding has to offer") aren’t one-hit wonders – they have been used for millennia. Paulinus of Nola, a prominent Roman senator, used church bells in 400 AD as a sign that it was time to pray. More recently, radio advertisers in the 1900s turned to jingles to push their message [across](https://www.financedigest.com/adverty-partners-with-adsmovil-to-accelerate-sales-growth-across-latin-america.html "Adverty partners with Adsmovil to accelerate sales growth across Latin America"). Music and sound – when leveraged correctly – are effective tools for building brand awareness. But high-profile consumer [brands in the FinServ sector continue](https://www.financedigest.com/brand-metrics-continues-on-steep-growth-trajectory-with-appointment-of-vp-business-development-in-the-us.html "Brand Metrics continues on steep growth trajectory with appointment of VP Business Development in the US") to struggle to gain traction. A [Veritonic](https://www.prnewswire.com/news-releases/veritonics-fifth-annual-audio-logo-index-highlights-sonic-branding-best-practices-301300674.html) research study found that in the wider tech space Microsoft Teams, Mastercard and Slack all heavily invested in their sonic brands – yet none of the respondents could correctly identify their audio logos. [Audio’s rich symbolic power](https://www.financedigest.com/av-power-conditioners-market-will-gain-traction-over-2026-owing-to-improvements-in-audio-and-video-quality.html "AV Power Conditioners Market Will Gain Traction Over 2026 Owing To Improvements In Audio And Video Quality") can solve the FinServ sector’s traditional pain points – namely, brand awareness and reach. But hearing a sound is situational and the logo alone won’t be enough to trigger positive emotions within your audience. There has to be sufficient advertising [support to get the sonic brand off the ground](https://www.financedigest.com/ground-support-equipment-gse-tires-air-market-to-grow-rapidly-during-the-forecast-period-2018-2028.html "Ground Support Equipment Gse Tires Air Market to Grow rapidly During the Forecast Period 2018 – 2028") – and this means building on your core traits. Most banks and [financial institutions stress that trust and integrity are at the heart of their businesses](https://www.financedigest.com/financial-advice-for-starting-your-own-business.html "Financial advice for starting your own business"), driving operations. Investing in a sonic [brand which reinforces these characteristics offers an opportunity](https://www.financedigest.com/the-rise-of-finfluencers-presents-unique-opportunities-but-brands-must-proceed-with-caution.html "The rise of “Finfluencers” presents unique opportunities but brands must proceed with caution") to develop an image that the audience can relate to – and builds brand equity. [Sonic branding](https://www.financedigest.com/money-doesnt-just-talk-it-sings-the-rise-of-sonic-branding-in-the-finance-sector.html "Money doesn’t just talk, it sings: The rise of sonic branding in the finance sector") can also be financially rewarding. Implementing the right audio across multiple touchpoints is the [catalyst to increasing your marketing](https://www.financedigest.com/fcc-catalyst-market-to-discern-magnified-growth-during-2019-2027.html "FCC Catalyst Market to Discern Magnified Growth during 2019-2027") budget’s ROI. Visa’s research into the power of audio uncovered that [83% of consumers](https://www.businesswire.com/news/home/20171207005301/en/See-Hear-and-Feel-the-Evolution-of-Visa-Through-Sensory-Branding) believed that sound cues would have a positive influence on their perception of the brand. Improving purchase likelihood, enhancing memorability – sonic [brands are power assets](https://www.financedigest.com/3-top-digital-asset-threats-facing-your-brand-in-2017.html "3 top digital asset threats facing your brand in 2017"). But smash hits aren’t built in a day – they take time. **Not to sound like a broken record…** There has been a paradigm shift in the FinServ sector post-pandemic. And brands that fail to appreciate the new [status quo](https://www.financedigest.com/pelosi-praises-taiwan-says-asian-trip-wasnt-to-change-status-quo.html "Pelosi praises Taiwan, says Asian trip wasn’t to change status quo") will quickly lose ground on their competitors. Sound is more important than ever. Brands must navigate countless audio-rich platforms. TikTok, YouTube, Instagram Stories – all touchpoints that provide an opportunity to build relationships with [prospective consumers](https://www.financedigest.com/specialty-printing-consumables-market-rising-adoption-of-advanced-technologies-to-bolster-markets-growth-prospects.html "Specialty Printing Consumables Market – Rising Adoption of Advanced Technologies to Bolster Market’s Growth Prospects"). [Financial brands must carefully plan](https://www.financedigest.com/best-guide-to-build-a-personal-financial-plan.html "Best Guide to Build a Personal Financial Plan") how they want to be perceived in these sonic-rich spaces. But doing this on your own – without the necessary expertise, tools or data – will only cause problems. Enlisting the help of sonic experts is key. The need for flexibility is apparent – and we work to ensure that brands can pivot their strategy to accommodate [shifting consumer behaviours](https://www.financedigest.com/2021-predictions-less-fraud-shifting-consumer-behaviour-and-accelerating-pace-of-innovation.html "2021 predictions: less fraud, shifting consumer behaviour and accelerating pace of innovation") and expectations. Our scientific, evidence-based approach to audio provides us with an in-depth understanding of its [business impact](https://www.financedigest.com/exclusive-qatarenergy-boss-says-world-cup-tension-will-not-impact-german-business.html "Exclusive-QatarEnergy boss says World Cup tension will not impact German business"). [ING](https://www.massivemusic.com/en/work/detail/the-sound-of-ing?utm_source=MarCom&utm_medium=Referral&utm_campaign=Global+Banking+and+Finance) has provided financial services since 1762. Its message – for people to ‘do their thing’ – reinforces the company’s desire to make everyday banking activities seamless. MassiveMusic was tasked with developing a holistic sonic identity that would resonate across global audiences. ‘The Sound of ING’ was produced following in-depth [research into every ING market](https://www.financedigest.com/consumer-electronics-and-automotive-industries-to-drive-demand-for-li-ion-pouch-batteries-persistence-market-research-study.html "Consumer Electronics and Automotive Industries to Drive Demand for Li-Ion Pouch Batteries: Persistence Market Research Study"). This bespoke audio package [included tracks that could be implemented across ING’s](https://www.financedigest.com/ing-toughens-oil-and-gas-policy-to-include-trade-finance-midstream.html "ING toughens oil and gas policy to include trade finance, midstream") above-the-line (ABL) campaigns as well as a comprehensive global music library. **Don’t play it by ear** Natwest and Lloyds may be household names and their logos may be easily recognised. But this [doesn’t mean](https://www.financedigest.com/making-sure-that-finservs-digital-transformation-doesnt-mean-digital-exclusion.html "Making sure that FinServ’s digital transformation doesn’t mean digital exclusion") there isn’t room for improvement. Consumer habits, and the way they are consuming media, are evolving. Building a solid sound and music strategy is crucial to standing out in an increasingly noisy landscape. Competition in the FinServ sector is fierce. Disruptor banks are forcing brands to reevaluate how they connect with their audiences. It is time to face the music. Brands [must change their tune and invest](https://www.financedigest.com/true-operational-resilience-must-include-investing-in-esg.html "True operational resilience must include investing in ESG") in sonic branding – or see themselves tumble down the charts. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---