TD Bank Group (TD) working closely with Sixième Son, a global sonic branding agency, has introduced a sonic identity.
An accessible extension of the TD brand, this sonic identity can now be heard and experienced through television, radio, and online advertising, and at more than 2,800 TD ATMs across North America.
DISCOVER:
· TD Bank brand film
· TD Bank sonic identity
· TD Bank sonic logo (endframe)
· Example of music adaptation: acoustic
· Example of music adaptation: soft classic
"We look at our sonic identity as an extension of everything we stand for as an organization, and another way for us to create recognizable moments for our brand," said Tyrrell Schmidt, Chief Marketing Officer at TD. "What I'm most excited about is the ability for this to make our branding even more accessible. The TD Shield and Green Chair are highly recognizable, iconic assets. However, our customers can't experience them through increasingly popular audio-only formats or if they are visually impaired. We hope our sonic identity will be an important step in helping those customers feel connected to and a part of our community."
The theme played on a Rhodes electric piano in a major key, carries happiness and confidence throughout the composition. Claps, rhythmic stomps, and laughing voices in the background help to infuse humanity, hospitality and warmth.
The TD sonic identity scored above the benchmark for Financial: Banks & Investment brands on three essential key performance indicators relating to sound performance:
· Recall +21%
· Likability +21%
· and Familiarity +19%
(Veritonic Study on the TD Bank sonic logo in the US– May 2022)
“Come in, Say Hi!” I remember those were the first words I read in the window when I first walked into a newly opened TD Branch in my Toronto neighborhood. Nothing less, nothing more, and when we were approached by TD, I thought to myself that we should focus on helping to make that heard in their sonic identity. I’m really proud of the sonic ecosystem we developed for TD, and the results of the Veritonic Study in terms of recall, likability and familiarity show great brand equity potential for the long term”, said Valentin Fleur, Managing Director, Canada of Sixième Son.