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Why Visa and other brands are refocusing on sound
Sonic branding or the use of sound to reinforce a brand’s identity is getting a larger say in the marketing mix of companies.
Last year, Visa discovered that sound could make customers safe and secure in their transactions and that 81 per cent of shoppers would react positively to Visa if it incorporated sound into its marketing or shopping experience.
In December, Visa decided to introduce the concept. After using a Visa card, either in a digital or physical store, customers hear a chime of sorts, signifying a secure, speedy transaction. Eighty-three percent of respondents said Visa’s new sound sparked a positive perception of the brand.
Other brands followed suit with audio-driven marketing campaigns. The names include Ziploc, Dawn, Cascade and California Closets. In a world that has Amazon Echo and Google Home Assistant using more and more sound makes perfect sense for brands. It could mean music to their ears – and the consumer.