Trust is the bedrock of any successful brand-consumer relationship. It’s what keeps customers loyal, turns them into advocates, and ultimately drives long-term growth. But when it comes to using music as a tool for building trust, many brands miss the mark. Music has extraordinary power to evoke emotion and shape perception, but expecting it to inherently convey trust is a misunderstanding of its role in branding.
All too often in sonic branding projects a key attribute that clients’ want to communicate through their sonic logo is ‘Trust’. But can you name a single song that you would describe as ‘Trustworthy’? Me neither. So why is music so often miscast in this role, and how can brands use music effectively to support—not replace—the broader mechanisms of trust-building?
Trust Is Built, Not Broadcast
Trust doesn’t reside in a piece of music. It’s earned over time through consistent, authentic actions that align with a brand’s promises. When brands attempt to fast-track trust by using music, they misunderstand what trust represents.
Our research shows that when people evaluate music without any brand or artist association, they rarely associate it with trust. Without context—like a connection to a trusted brand or artist—music alone doesn’t inspire confidence. Instead, trust in music stems from its association with something already perceived as trustworthy, whether it’s an iconic brand or a beloved artist.
So rather than asking music to "carry" trust, use it as a reinforcement of existing brand credibility and consistency. Music can amplify a brand's authentic message and values but can't create trust in isolation.
Emotions Lead, Trust Follows
Music excels at evoking emotions, which are the precursors to trust. A song can make people feel comforted, inspired, or nostalgic. But those feelings need a bridge to your brand for trust to form. For instance, Dove's use of gentle, uplifting music in its campaigns aligns with its brand personality of care and empathy. Over time, this emotional consistency strengthens trust in the brand.
Contrast this with a one-off campaign that uses an emotional soundtrack with no connection to the brand’s identity. While the music might evoke feelings in the moment and elevate the impact of the campaign, it won’t foster lasting trust if it doesn’t align with the brand’s broader narrative. Put another way, it might help raise campaign effectiveness but it won’t contribute to brand equity.
Brands should always use music that not only resonates emotionally but also aligns seamlessly with your brand’s established personality and values. This consistency will ensure that every ‘short term’ marketing campaign will also contribute to the strength of your brand.
Context Is King
One of the most effective ways music can support trust-building is through strategic contextual use at times of heightened emotion. For example, Mastercard plays its sonic logo during payment confirmation—a moment inherently tied to trust. The sound reinforces the positive emotions associated with a successful transaction, deepening the consumer’s confidence in the brand.
Similarly, the Netflix “Ta-Dum” plays when users start streaming—a moment of anticipation and satisfaction. Over time, these repeated associations solidify emotional connections that enhance trust in the brand.
As a marketer or brand strategist you should identify trust-critical moments in your customer journey—like purchases, account logins, or support interactions—and incorporate sonic branding to reinforce positive associations.
Don’t Fake It
Trust can’t be hacked with a catchy tune or manipulative emotional cues. Virtue signalling or inauthentic music choices—like pairing a soulful ballad with a brand known for aggressive tactics—will backfire. Consumers value authenticity above all, and any dissonance between music and brand personality will erode trust.
Instead, focus on authenticity. If your brand stands for bold innovation, choose music that mirrors that. If it’s about tradition and reliability, opt for timeless, classic sounds.
Creatives can sometimes lose sight of core brand personality and the importance of consistency in brand building. Always ask the question of whether the music used in a creative execution is distinctively your brand – however compelling it may seem. If the answer is no, a simple change in the soundtrack may pull it back into line.
Conclusion
Music isn’t a shortcut to trust—it’s a tool to reinforce and amplify it. By understanding the limits of what music can achieve, brands can use it more effectively to support broader trust-building efforts. When paired with consistent, authentic actions and aligned with the brand’s personality, music becomes a powerful ally in creating a connection that feels genuine and enduring
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