ERGO Sonic Branding

When it comes to insurance and its products, many people find them too complex. ERGO has recognized this problem. And wants to make insuring easier. At the same time, it wants to emphasize the importance of insurance in people's lives.

The new communication therefore includes two messages: What is important should be covered. And ERGO is making insurance as easy as possible.

The new claim „Einfach, weil’s wichtig ist“ (Simple, because it's important) brings the two messages together.

Our task was to support the new direction of the brand with a unique acoustic strategy.

Sound logo

At the core of the new ERGO Sonic branding lies the sound logo. It represents the heart of the brand and creates greater recognition across all touch points. The focus is on the musical translation of the claim: "Simple, because it's important."

The rhythm of the sound logo melody matches the speech rhythm of the claim. This allows it to be elegantly merged with the voice over - the ERGO Brand voice. The verbal and formal message thus condition and reinforce each other.

The dramaturgy underlines the statement also in terms of content. The two front notes ("ein-fach") are played by a light, almost dry marimba sound. This sound is often used in digital applications and, in addition to its simplicity, underscores the digital nature of ERGO's services.

In the second part ("weil's-wich-tig-ist") the marimba is flanked by a string pizzicato as well as by a neo-classical piano keystroke and thus gets a higher density as well as a little more "gravitas".

Through the combination of arrangement, rhythm, instrumentation and touch dynamics, the sound logo narrates the core of the brand story in just a few seconds.

First, the sound logo is only used accompanied by the spoken claim and thus conditioned for an initial period of time. After the launch phase, the sound logo can also be used without the accompanying voice.

Brand voice

Voice is also an important element of the new ERGO Sonic branding. It is used across all contact points: From tutorials to TV campaigns and the hotlines.

According to ERGO's brand profile, the Brand voice is a man in his mid to late 30s. He is competent and trustworthy. Yet always relaxed and friendly. When it comes to facts, he is rational, perfectionist and down-to-earth. Still, he always comes across as approachable and pleasantly nonchalant. When he tackles something, it is done with full energy, self-confidence and a good dose of optimism.

Brand voice

The ERGO Music Library consists of ten music tracks in different moods, tempi and dramaturgies - suitable for many different contents and occasions.

All tracks contain the ERGO Sound Logo as a basic melody in the form of an "acoustic watermark", so that each use of an ERGO music track further emphasizes ERGO's acoustic identity and thus sustainably increases brand recognition.

The selection of the individual track depends on the message, content and narrative of the respective content piece.

Brand music

In line with the sonic story "Einfach, weil's wichtig ist" (Simple, because it's important) implemented in the sound logo, a brand music was developed. It aligns with ERGO's acoustic profile in terms of both emotion and lifestyle association. Measurable with our Sonic Profiler AI.

The sound logo melody is integrated into the brand music as an acoustic watermark. The melodic-rhythmic structure of the sound logo allows flexible integration into different musical styles.

The music is used in different variations for different touchpoints, including the hotline, which is really important for the brand, product films, and social media channels.

Guideline

A sound guideline is part of the ERGO brand portal. It supports content creators. And thus encourages the effective use of music, sound and voice.

Thanks to a unique sonic branding, ERGO is able to make its new positioning audible. In a competitive market, the distinctive sound helps to differentiate the company and anchor it in the consumer's memory.

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