Branding — Not just for cows anymore
What truly sets you apart from your competition? Do you even know the answer? Most business owners and managers don’t, and the truth is that it’s what can make or break your business. We’ve all heard the saying “perception is reality,” and that applies tenfold when you’re trying to brand your business positively. For those who don’t know what branding is, here is a simple definition: Branding is a way to familiarize the public with a name, character, slogan, etc. that will serve as the defining feature of your product or organization. More importantly, it’s the feeling behind that image which draws the clients in. The Wal-Mart Smiley, Chevy Bowtie, the Nike Swoosh or countless other images bombard us daily with the hopes that we will not only remember them, but that we will remember them positively.
While we may only be discussing powerhouse companies in this article, it’s important to note that those aren’t the only ones that should be concerned with how they are being branded. Whether you like it or not, there’s already a perception about your company in the public spectrum. Friends will tell friends where to buy cars, where to find the best deals on clothes or even what exterminator really gets rid of the bugs. So even if you’re unaware of what sets you apart, odds are there are a handful of your customers who do know! This brings us to our first major step in developing your brand…Set aside some time to talk to your customers and constantly ask for feedback. There may be something you already do that really bowls them over. Maybe there’s something you and your competition aren’t doing that could really help you set a new standard. In a world where market research is becoming critical for every business, you can’t let the most reliable and cost-effective feedback slip through your fingers! TALK TO YOUR CLIENTS!
Branding is in your own hands
The key to successful branding is really in your own hands. Wal-Mart didn’t get to be the powerhouse we know today because of a smiley-face. It was because Sam Walton jumped in his truck every morning and set out to find the best deals on anything he could and used all his disposable resources to make his branding efforts true in the eyes of the consumers. Therefore it’s your job as a manager/business owner to engrain this message into the minds of your customers.
The team members in your organization also play a critical role in developing your brand because once you have marketed yourself as the leader in one aspect of your business; you must make everyone within your organization believe it first. This may not be as easy as it sounds. You must constantly remind all members of the organization that you are all collectively the best and the only way to do that is by being honest in your branding. BE the best and everyone will know it.
You’re probably wondering how we have the audacity to tell you that the way to be known as the best is to be the best. But don’t forget the one critical aspect that will really make the difference: Tell everybody you’re the best. Shout it from the rooftops. Do a ‘We’re the best at what we do’ jig every morning if you have to! Bringing positive attention to your business through branding will have clients clamoring at your doorstep. We’ve preached it to every client we have. Every single bit of advertising you do needs to promote the brand and why you’re so much better than everyone else. So talk to your customers, figure out what makes you different, but, more importantly, be the best and don’t let anyone forget it!
Does Your Brand Need A Little Oomph?
In today’s day and age brands are doing whatever it takes to stay ahead of the curve and to wipe out their competition. With numerous brands competing for the number one spot on many people’s lists, having that special something that sets them apart from their competitors is a huge deal. In fact, many studies have been made on what advertisers are doing to retain their audience’s attention. It is important to hook your audience early on, and keep them engaged. How exactly can this be done? According to a recent study, it is important to follow these steps:
Hook Listeners Early On:
Start your jingle or creative ad with a hook. This is the only way to keep listeners drawn in and interested in what you are trying to say.
Connect With Listeners:
Give listeners something they want to hear; connect with them on a level that will show you not only understand them but can connect with them.
Don’t Forget About Your Brand!
The most important part of a jingle or creative ad is to get your brand remembered. How will you do this? By contacting us of course!
Does your brand have a voice
You are a voice expert.
Since before you were born, you have been refining your ability to understand primitive vocal cues. This is not to say you are a master of speech, but instead you (like all people) develop an extreme sensitivity to the human voice. Consider the following example:
You take your seat on an airplane and hear two people in the row behind you conversing in a foreign language. You cannot see the two people or understand the content of their dialogue because you don’t know their language. Despite these facts, there is wealth of relevant social information available to you. Based on their voices you can determine physical characteristics – gender, approximate age and size. Quickly you can associate identities with the speakers, approximate their mood and even pick up on more subtle cues such as dominance and perceived attractiveness.
It turns out the subtleties of the human voice are as informative, if not more so, than the words themselves. Choosing the right voice for your messaging creates more memorable and engaging content. So how can your brand utilize this knowledge? Find a voice that resonates with your brand and use it over and over again.
A good example of this is comes from insurance companies whose advertising goals are brand longevity and recognition. Progressive has Flo – the approachable and helpful voice; GEICO has the Gecko – who doesn’t trust a British/Australian voice? Allstate has Dennis Haysbert – the deep, reassuring voice. In fact Allstate’s most recent TV ads revolve entirely around Haysbert’s silky baritone.
These faceless insurance companies have become masters of branding. They have realized that a consistent voice builds long-lasting and powerful brand recognition. Perhaps more importantly, they have realized that a voice can humanize a company (even an insurance company). So as you consider your next advertising campaign, ask yourself, “does your brand have a voice?”
Five Reasons it’s time for an Audio Re-Brand
Identifying when it’s time to overhaul your audio brand can be tricky. It’s not something you’ll want to do very often, but when your audio becomes disjointed, or no longer reflects the core personality of the brand image you’re trying to portray, it may be time to consider a refresh.
So here are five reasons why it may be time to re-brand your audio:
1) Your audio no longer matches your visual brand.
Brands change over time, and can become edgier, or more conservative. If it’s been a while since you’ve thought about your brand’s voice, you should have another listen. Does it still resonate with your core demographic?
2) Your demographic has shifted
Target demographics can shift from time to time with the introduction of new products, services, or locations. Or perhaps your client base was once very young but has now grown up. The style of writing and production should shift to be in line with your demographic. If your ads can’t speak to their perspective, they will eventually become indifferent to your brand.
3) Your brand’s music is starting to sound dated
There’s nothing worse than dated sounding music on an ad. Well, maybe Ebola. Okay, Ebola first, then dated sounding music in an ad. This can send subtle cues to your demographic that your brand isn’t relevant and is struggling to keep up. A fresh face-lift for your music can be an easy way to give you a whole new brand personality.
4) You sound too much like the competition
This one should be obvious – if your brand’s overall sound is similar in tone to many of the others in your industry, it’s time to shake things up. The worst part about this infraction is that you could actually be reinforcing the branding efforts of your competition if many others perceive your advertising to be essentially the same.
5) You never had a true audio brand to begin with
Whether or not you intended on creating an audio brand, by putting radio ads, online videos, tv spots, etc. out into the advertising ether, you have unintentionally created one. Now however, you’re faced with the reality that none of your content really sounds the same. If this is the case with you, it’s definitely time for a re-boot on your audio. There are three elements you should focus on to keep things in-line. Consistency of writing style and tone, consistency of music, and consistency of voice. When those three elements are working in concert, you’ll be well on your way to creating an audio brand worth remembering.
Contact Us!
Push Button Productions is a creative audio agency that knows exactly what it takes to get people to remember your brand. We have the tools, experience, and creativity to make your brand stand out and attract customers for years to come. Allow us to create you a work of art today! Contact us now. Read the complete article here.
