The TaxAct whistling sonic logo, reinforced by jingling coins and rhythmic syllables, increases brand recognition. In 2022, it dominated online tax prep ads, effectively countering high-profile competitors with memorable, positive sound cues.
To stand out as the number one challenger brand, TaxAct had to overcome two awareness problems:
The big brands, Turbo Tax and H&R Block have more media buying power
The name TaxAct is often confused with other tax services (Turbo Tax / Tax Slayer) or as a government policy or law
To drive recognition TaxAct needed something that would immediately draw customers attention to the name TaxAct and have an element of “ear worminess” to stick out when they got ready to file.
A Sonic Identity System
The Sonic Logo draws attention to the brand name by playing on the word TaxAct.
The Sonic DNA is a memorable composition that provides a more expansive and highly memorable sonic territory:
The unexpected combination of sounds grabs attention
The “T-T-T” syllable underscores the TaxAct energy and positivity
The use of whistling communicates simplicity and ease
The rhythm of jingling coins underscores the brand benefit and the magic of possibilities
Sonic Intros cue the brand at the start of content
In the 2022 tax season, TaxAct ads featuring the new sonic identity were the most viewed tax prep ads online. TaxAct ads took the #1 spot beating out all competitors including Turbo Tax and H&R block.