Clearview National February 2019 - Issue 207 | Page 18

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AUDIO
BRANDING:
A SOUND
INVESTMENT?
» » DAN LAFFERTY, DIRECTOR OF
Voice and Music at PHMG, looks at how
audio branding can help glass and glazing
companies stand out from the crowd…
Whether renovating a house by adding a
stunning new conservatory or double glazing an
entire office, glazing can be a time consuming
and costly experience. But it can also add
thousands to the value of a property and give
customers extra space for the striking features
they desire without the hassle of moving.
That’s why most people refer to
online consumer forums or personal
recommendations before contacting the most
highly praised companies to obtain advice and
comparative quotes.
The importance of making a good first
impression has never been more pivotal to
business success than in the social media-facing
society in which consumers all now make
purchasing decisions. There’s nowhere to hide
from rants and scathing reviews, and so much to
gain from glowing testimonials and accolades.
Companies often place a lot of time and
resource on how their branding, premises and
vehicles look. But then overlook how their
brand sounds. Yet what customers hear when
they contact your business can have as much,
if not more, of an impact on that all important
first and lasting impression.
BE HEARD OVER THE
COMPETITION
How a business sounds over the ‘phone can
engage and reassure customers that they have
made the right decision. Executed badly, it
can turn potential customers away – driving
them to competitors. Offering monotonous
‘please hold’ messages, generic music,
irritating beeps or even confusing silence while
customers wait to get through is undoubtedly
a missed sales lead opportunity.
Yet audio branding – the creation of a
customer composed music track which reflects a
company’s personality, married with an equally
brand congruent voiceover – has been found
to be more effective than visuals in shaping
perceptions of a brand. In independent research,
60 percent of British consumers deemed music
18 » F EB 2019 » CL EARVI E W- UK . C O M
more memorable than visuals when used in
marketing, emphasising its emotional power.
Another study found that playing chilled out,
slow-tempo, stress-busting music (for example
in a hotel spa) increases retail sales by 10% in a
low crowd density, but had the opposite effect in
busy environments (such as a hotel bar) where
loud, lively music got people drinking more beer,
faster.
LET THE MUSIC PLAY
There are three key elements to consider in
developing audio branding: music, voice and
content.
Choosing a popular track may seem like
the obvious and easiest choice, but it won’t
necessarily be right for your brand. Just as no
two customers have the same home or business
improvement requirements, no two customers
have the same taste in music. What one
consumer may like, another may hate. Music can
be very emotive and while a well-known song
may evoke happy memories for one, for another
it may take them back to a difficult time.
In our experience, most companies in the glass
industry use clean cut tracks with a very slick
sound. Electronic synths are often used alongside
precise sampled drum kits in order to create a
feeling of precision and style from the outset.
If they deal with corporate clients, the
soundtrack often incorporates strings and
pianos, to portray a professional and well-
established sound.
SAY IT LOUD AND CLEAR
When looking for a brand consistent
voiceover, gender, age, delivery, pace, accent
and tone should all be carefully considered.
Most glazing companies opt for male and
female voiceovers in the 20-40 age range, with
friendly yet professional delivery styles for
added reassurance.
Getting the tone and pace right is also vital
to accurately reflect brand values. Are you
price-competitive and fast-efficient? Or is your
business eco-innovative or well-established and
traditional? Or perhaps reliable and family-
focused? All would result in very different
brand soundtracks.
CONTENT IS KING
Audio branding is an effective means to
keeping customers engaged with your brand
in a fiercely cluttered market as it can be
used to promote seasonal offers, industry
accreditations, new products or environmental
credentials. Such messages can be interspersed
with testimonials and top tips to reassure
callers of quality craftmanship and a customer-
centric approach.
Businesses should aim to create brand
congruent music, tone of voice and messaging
that speaks to prospects on a professional and
personal level. Getting it right will turn a
curious caller into a satisfied customer.
phmg.com