According to a survey by Quality Logo Products, the most recognizable advertising jingle is from insurance company Nationwide — “Nationwide is on your side.” During research, nearly 93% of survey respondents recognized this tune, beating out McDonald’s, Ricola, Kellogg’s Rice Krispies, and Lucky Charms for the top spot. You probably sang all of these tunes in your head as you read the brand names. Why are they so memorable, and why do they elicit such strong emotional responses? It turns out that there’s a science behind using music for branding — one that your community financial institution (CFI) could use to its benefit.A jingle can be a particularly powerful tool. This short, catchy piece of music, designed to be instantly recognizable and associated with your brand, can leave a lasting impression on customers and reinforce your institution's identity. Play it in the lobby and it becomes an integrated part of the sensory experience of visiting your CFI’s branch. Ways to Use a Marketing JingleJingles may be seen as outdated by some, but for many CFIs, they still serve as an effective way to build brand recognition and foster customer loyalty. By leveraging a well-crafted, memorable tune, your institution can create a lasting impression that resonates with both new and existing customers. Here's how you can use your CFI’s marketing jingle:
- Radio and TV Ads. Consistently incorporate your jingle into radio and TV commercials. A recognizable tune helps create a cohesive message that enhances brand recall and reinforces your identity.
- In-Branch Experience. Play your jingle in the lobby or during customer events. Integrating the music into the physical space makes the experience more immersive and ties together the brand experience for customers.
- Social Media Campaigns. Use your jingle in social media videos or reels. A catchy tune can enhance engagement and make your posts stand out in a crowded digital landscape.
- Local Sponsorships and Events. Include your jingle in ads promoting community events, local sports sponsorships, or charity drives. This helps strengthen your connection to the community.
- Customer Engagement. Create activities or contests where customers or local schools can engage with your jingle, such as remix competitions or performances. This can drive community involvement and promote a fun, approachable brand.
- On-Hold Music. Use your jingle as part of your on-hold messaging to ensure customers have a consistent experience with your brand, even when waiting on the phone.
- Programmatic Audio. Integrate the jingle into audio streaming ads for services like Spotify or Pandora, reaching a wider audience in a modern format.
By using your jingle effectively across different platforms, you can strengthen your institution's brand identity and foster a positive, memorable association with your services.Arkansas’s Peoples Bank as well as Minnesota’s Northview Bank and First National Bank of Milaca all use jingles. “Having a jingle has significantly enhanced our branding efforts,” says Crystal Kilichowski, Northview’s director of marketing. “The catchy tune has become a symbol of our bank, making it instantly recognizable to customers.” Peoples Bank uses music in their branches every day, with their marketing jingle getting mixed into the playlist, explains the bank’s SVP, Debbie Arnold. “It’s recognizable, nostalgic and part of our brand. ‘My bank is Peoples Bank, make it your bank too!’ are the lyrics and we have a successful customer referral program, so it all ties together.” Their main branch has even taught groups of schoolchildren the jingle during field trips, resulting in a mini-concert for visitors.Creating Your Brand’s AnthemIf it’s done well, a jingle becomes part of long-term memory. CFIs that are interested in creating a jingle should approach the process like a marketing project that happens to involve music. The process has four basic steps:
- Define Your Brand's Musical Identity
- What's your brand's personality? Is it energetic, sophisticated, or playful?
- What emotions do you want to evoke? Think about the feelings you want customers to associate with your brand.
- What's your brand's unique selling proposition (USP)? How can the jingle highlight your brand's key benefits?
- Write Lyrics That Stick
- Keep it simple and memorable. Avoid overly complex lyrics that will confuse listeners.
- Use strong verbs and vivid imagery. Paint a picture in the listener's mind.
- Incorporate your brand's USP. Make sure the lyrics clearly communicate the benefits of your products or services.
- Find the Perfect Melody
- Choose a melody that complements your brand's personality. A catchy tune can make your jingle instantly recognizable.
- Consider the tempo and rhythm. A fast-paced tempo can create a sense of energy, while a slower tempo can evoke a more relaxed mood.
- Experiment with different instruments and sounds. The choice of instruments can help reinforce your brand's identity.
- Bring It to Life
- Record with professional musicians and singers. High-quality vocals and instrumentation will make your jingle sound polished and professional.
- Mix and master the track. Ensure that the vocals, instruments, and effects are balanced and sound great together.
- Get feedback and make adjustments. Test your jingle with your target audience and make any necessary changes based on their feedback.
Incorporating music into your community financial institution’s marketing strategy can create a powerful emotional connection with customers, enhancing both brand recognition and loyalty. By carefully selecting or crafting the right jingle, your CFI can leave a lasting impression that resonates with your community for years to come.
