By Tom Aiello
If you’ve been on hold with USAA financial services in the last year, you’ve undoubtedly heard the “USAA cadence” woven throughout a cheerful melody. It may sound funny, but it’s called a sonic logo, and it’s a real thing that brands now must-have in this age of smart devices, smart speakers, and other audio-enabled items. That call-and-response cadence just won USAA the AMA BrandSmart award for Innovation while differentiating the company in the highly competitive military banking category.
Sonic brands – also called audio brands – are now a critical facet of marketing. Brands that are serious about military and veteran marketing are moving to claim their distinct sonic brand in 2021-2022 as a part of their marketing mix. From military banking to education, to retail, healthcare, veteran nonprofits, Veteran-help organizations, gear, apparel, get ready for a surge of military sonic brands to invade your Pandora or Spotify feed and smart speakers in your home.
Smart Speakers Growth Is Driving Sonic Brands
By 2022, Americans will be using nearly 1 billion voice assistant enabled devices. That includes a 63% growth rate in the Smart Speaker category - the fastest-growing segment globally. Think of all the work brands put into a social media or website presence, but what about your differentiated military sonic brand in this screenless, hands-free, smart speaker-driven universe?
As military and veterans increasingly interact with these devices via voice, sonic brand cues will be critical to let them know they are in the right place and increase trust and conversion. So if someone says, “Hey Alexa, tell me about (your brand),” what will they hear?
Laying Your Claim to a Differentiated Military Sonic Brand
There is a limited number of recognizable military music and sonic cues. Will it be a cadence, marching sounds, a snare drum, military marching music, a bugle call, a common military phrase, or the sound of military equipment? Since there are a finite number of truly memorable, differentiated options, military-affiliated brands – and those that want to attract military servicemembers and veterans – need to lay claim to them now.
What will your brand’s “earprint” for military veterans be across all your audio contact points?
The Power Of Sonic Brands
A study of 2000 brands by Ipsos found that audio brand cues had an influence factor of 8.53 while packaging was at 2.09 and brand visual logo was only at 1.07. Sonic cues are powerful reminders and communicators of your brand to reinforce the relationship and convert into purchases.
When Visa implemented a sonic brand, consumer research showed that 83% of consumers said the sound cues positively impacted their perception of the Visa brand (Sept. 12, 2020). Further, the Visa two-note melody was found to signal speed and convenience.
A sonic brand builds off of your brand attributes. What brand attributes will your sonic cue convey to a military veteran? Familiarity, authenticity, authority, and camaraderie are but a few of what a military sonic brand can convey.
Creating Your Military Sonic Brand
Marketers can easily dismiss sonic brands, but they risk losing a foothold in the almost 1 billion voice-enabled devices in America. While you can – and should – use your audio brand in your TV, radio, and streaming advertising, on-hold messaging, and even events, a mini-sonic brand may be enough for use in smart speakers and digital radio. A branded intro and outro and micro-melodies for transitions could act as the thin end of the wedge that could open a sonic system later on.
The process of creating your military sonic brand requires specialized expertise around military audio brands. It begins with laying down what your brand stands for, scoping out what the competition is doing, weeding through musical approaches, and finally creating your own made-to-order sonic brand that creates the exact appealing and differentiating impression you want.
Putting It in Action Right Away
A military sonic brand strategy is critical to imbed the “earprint” into your brand's voice-driven and audio contact points. This includes smart speakers, website, on-hold music, apps, social media, expos, and other events, TV, and radio – even ringtones for your employee and customer loyalists. When they all present a united front, the whole brand becomes more powerful and memorable to military veterans.
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About MARCH Marketing, LLC
MARCH Marketing created a specialty practice for military veteran sonic brands working with industry leaders. MARCH provides best-in-class military and veteran expertise to inform strategy, marketing, and services to commercial, government, and nonprofit clients. With offices in Chicago, the agency is one of few that provide these types of world-class marketing and consulting services. The only one with deep expertise in the military and veteran audience. When it comes to strategy and communications to military and veterans, MARCH is the agency to call. For more information, visit us at www.marchcorp.com.