Money talks – but what does your brand sound like?
Laura Woźniak, senior project manager – EMEA at MassiveMusic, discusses why brands in the finance sector should consider crafting sonic identities – something Banque Saudi Fransi has done so successfully.
Most brands look for music on a daily basis, whether for their marketing communications, events, stores, apps or other touchpoints. The parameters of a music search are often defined subjectively by the brand manager or the producer, creative or director in the brand’s agency.
Music choices in industry sectors related to finance are often the same – cinematic, grand, classical music. If a finance brand is present in the digital space – as most of them are today – this grand music often has electronic elements to symbolise the digital element.
The music selected is strategic, as it communicates trust and creates a sense of ‘premium’. But, it is not unique. Close your eyes. You’ll get the same feeling, but may have no idea which brand is communicating to you. They are just shortcuts to a desired feeling.
As brand strategists and advisors, we need to redefine what the finance sector sounds like.
Don’t go with shortcuts. It will take you longer to reach an emotional connection with your customers and brand recall or awareness. Just like the story of the tortoise and the hare: take the longer, more considered route way and you will reach your destination faster.
Now, if you take the sonic branding journey and create music that is not only on-brand, but has a strategic approach then we are talking or should I say, setting the right tone?
This is something BSF (previously Banque Saudi Fransi) has done exceptionally. From refined, Islamic geometry to elevated customer experiences, BSF elegantly draws together rich cultural heritage, innovative design and premium financial services. With the launch of their new brand strategy and identity comes a sonic identity that truly reflects what the brand now stands for in the finance sector and in the Kingdom of Saudi Arabia.
Let’s have a look at BSF’s new identity. A beautiful blue-green colour palette, a new font, Islamic geometry reinterpreted and even personalised with customers' initials. A modern and innovative approach without losing BSF – and Saudi – heritage.
This is reflected in their sonic brand, too, and BSF’s brand team is doing an exceptional job of implementing its sonic assets on every single piece of content that is being released – standing ovation.
BSF’s sonic brand appears to be a musical translation of refined geometric shapes. Core musical motifs, instantly recognisable as belonging to BSF, are composed so they can intersect and tessellate to grow in complexity, or break down to simple sonic moments.
From the smallest user interaction sounds to an expansive musical composition, these patterns form BSF’s sophisticated musical architecture by blending tradition with innovation, simplicity with complexity and visual with auditory elements.
Geometry in music is a thing, as those who have seen Donald Duck in Mathmagic Land will (1959) know. Geometry is in music, it’s in beauty and it’s in innovation!
It’s time to make finance sound distinct, unique and nothing short from vibrant!
