Insurance Is Necessary but Forgettable
We all need insurance companies at some point. However, these companies seldom cross our minds until we suddenly require them. We scramble to file a claim, research which provider to go with, or call about our coverage options. These moments happen quickly and can be frustrating, chaotic, and annoying. No company wants to be associated with those three feelings.
“How can insurance companies achieve instant brand recognition without negative associations.”
Music adds emotion and personality to the conversation. In an industry governed by rules, restrictions and heavy competition, a catchy jingle is relatable, trustworthy, and memorable.
Music Is Beyond Catchy
When you hear the words “Like a Good Neighbor,” do you finish the sentence with a sing-song response? If you do, then you’re not alone. State Farm has been singing, saying, and whistling that phrase for decades. With help from Sixième Son, the company has refreshed the instrumental tune to be a standalone staple. Your memory of the tune fills in the missing words. Through repetition, consistent usage, and refreshes along the way, State Farm’s jingle has become a strong expression of the brand’s corporate values.
State Farm and others like Nationwide, Farmers and USAA in the US, as well as France’s AXA and Spain’s Mapfre have put music to their brand messages for years. Investing in sonic branding has paid off. These companies have remained top of mind for generations generating strong long-term ROI and brand recognition. *
“In the overpopulated world of insurance companies, top-of-mind is the only place that matters.”
Jingles Create Trust and Reliability
Dealing with insurance creates an instant emotional experience. That emotion must be positive, friendly, and unique or a customer will move on. While a jingle may seem naive and superfluous, it’s a huge positive emotional driver.
“IA jingle weaves itself into the brand’s ecosystem, creating consistency and trust across the brand’s audio touchpoints.”
Music doesn’t need to be pushy or salesy, but friendly and reassuring.
Jingles bridge the gap between company information and brand identity. Although coverage and services are important, they don’t help a consumer feel connected to a brand. Connection and choice are driven by emotion.
“An insurance jingle’s main goal is to build trust. Its constant repetition weaves nostalgia into familiarity, making it both memorable and instantly recognizable.”
Insurance Decisions Are Beyond Logical
Choosing insurance isn’t about logic. When we feel safe, secure, and understood, we choose and support one brand over another. A relatable mascot, a catchy phrase, or a sing-song jingle are all powerful connectors. They help to bring the consumer through the sales journey and over the purchase line.
Music brings heart and emotion to the brand story. With three or four notes, companies like USAA, Mapfre, and AXA bring personality, warmth, and meaning to the narrative.
“For an industry focused on assisting people in need, an emotionally-powered brand story is essential.”
* Veritonik Audio Logo Index 2022
* Toluna-Harris Interactive Barometer 2023
