SGKB
Sound Identity
Kunde:
SGKB
St. Galler Kantonalbank has long recognized that the consistent use of sound in its brand communication offers increased emotional impact and greater recognition. Now it has developed a sound identity based on brand strategy that supports the brand experience to its optimum on all multimedia channels.
Light and lively - that's how St. Galler Kantonalbank should sound. And thus follow the brand principles that stand for a likeable partnership - today and tomorrow, human and to the region.
Ambition
«Creating a sound world that matches our DNA, yet is forward-looking and complements other brand elements in the best possible way, was our goal» says Simon Fuchs, Head of Marketing at SGKB. «We're taking a stance on the sound level that's refreshing - and still corresponds to us.»
Sound
In order not to simply assert the impact of the sound identity into the blue, 250 internal and external stakeholders were surveyed using MeloMetric, the survey tool developed by TONIQ. With this, the intended impact was validated on an empirical level - as well as allowing a pulse to be taken regarding brand fit and likability. «The data collected not only underpinned the result, but made it even better through focused iteration» says Simon Fuchs. «We have thus achieved the perfect balance of strategy-driven, creative ideas and data-based target group insights. The sound assets derived from this effectively contribute to a coherent and recognizable overall appearance of our brand each and every day.»
