How Financial Companies can use Sound Branding To Communicate With Customers
If we are looking for one definitive outcome from the COVID-19 pandemic, it is that “contactless” has become an established part of the everyday shopping experience for many people.
The growth in contactless payments in store and the rise in audio interactions via Alexa, Siri and Google Home suggests an accompanying audio experience or cues that illustrate or signify these interactions taking place or completing, could become a vital ingredient.
"Not only does sound build an emotional connection with consumers, it can also significantly shape the customer experience, building loyalty, recall and trust over time and with repetition."
Our Best Audio Brands study objectively and comprehensively evaluates audio brands based on the full spectrum of audio touchpoints available. This year, Mastercard was recognized as the world’s top-performing audio brand, leaping up the index from 72nd place in 2019 and dethroning the previousbest performer – McDonald’s.
Mastercard achieved this by embracing a far more holistic approach to its brand communications by thinking about audio experiences as integral and equalto visual branding in its overall strategy.A significant signpost was its decision to drop text from its logo, switching to a minimal design featuring the iconic interlocked circles.
The success of the audio element of Mastercard’strategy lies in the adoption of comprehensive sound architecture.
For example, Mastercard has developed a payment confirmation sound that reassures the card holder that a contactless transaction was successful that is derived from the core brand music.
To date, Mastercard has rolled out said sound out to over 36 million digital wallets and physical payment terminals around the globe ?.