Branding Your Radio or TV Campaign With A Musical Identity (aka Audo Logo, aka Jingle)
You don't think twice about a business card and letterhead logo for the visual aspect of your campaign, why not an audio logo to brand your broadcast campaign?
With the magic of music you can capture the personality of your business, create an emotional connection to your target audience and get recall & branding recognition (in some instances with people tapping their feet and singing your company name) even when you are not on the air.
The majority of advertisers use the free production services that radio and TV stations offer to save money. The fact is: Most Radio and TV production departments are overworked and many are burned out. In most cases, the same person writes and reads the majority of the spots on each station, recycling old ideas and trying to change their intonation and enthusiam for each commercial. Is that really what you want for your campaign?
It's possible to seperate yourself from the clutter of bland, burned out creative that is circulating in epidemic proportions on radio and television these days. With music you can build the intensity under the voice-over copy so that the person reading your script can speak in a natural voice with the excitement building underneath. That excitement should lead into a compelling singing tag line that people look forward to hearing and will remember. The name of your business and your positioning statement... just like on your business card. Your musical identity. Maybe use it in the beginning of you spot as well?
With the aid of the internet search engine, you can find a great resource for the creation of such an identity. When seeking out the right music production house or jingle company, listen to as much of their work as possible. Compare overall quality. There are "one hit wonders" out there who may have one jingle that you like but the rest of their work is sub par. There are large jingle factories that have done some good work but are so large that you lose the personal touch and the buck tends to get passed when you want to make changes and suddenly no one is accountable. Don't gamble. Take your time and do the research. Talk to the person who will be the writer and producer and get a feel for them before you commit.
It's all about taking the time to find the right team.
Barry Volk is a former Staff Songwriter/Producer with ABC and Screen Ems/EMI Music Publishing, Musical Director for the West Coast Theater Company, National Director of Marketing for Metro Networks (A Westwood One Company). Barry is currently owner of Sound Advantage (A Musical Identity Company Since 1993).
|
|
|
|
|
|
|
|
The Aim of the Name
Large corporations spend lavish amounts seeking names for their products... Read More
Revealing the Roots: The Process of Building Brand
How is branding different than marketing?Branding is not so much... Read More
Strategic Moves In The Branding Gamble!
The so called 'globalisation' has cluttered the world markets with... Read More
Standing Under the Umbrella And Still Getting Wet
Make More Money Making a Name for YourselfCalling all realtors,... Read More
Shattering the Branding Myths
If you've been online long, you're sure to have seen... Read More
Brand Equity - Brand Identity Guru
7 Qualities Of A Strong Brand:1. Commands premium pricing while... Read More
How To Create A Brand That Sticks
Most people, when they hear the word branding, think logos... Read More
Boston Brand Building - Brand Identity Guru
"Make no little plans, they have no magic to stir... Read More
Britney Spears Branding
How would you like to sell as much in one... Read More
Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business
On question I have been asked over and over again... Read More
Logo Design - Corporate Identity Branding - Brand Identity Guru
Like it or not it's who you are. Your corporate... Read More
Good Logos Make Great Sales Tools
Every day, the average person is exposed to millions of... Read More
Articles: The Perfect Branding Tool
If you own a web-based business, you're probably aware of... Read More
Managing the Corporate Brand - a Reputation Perspective
Adored, respected and coveted by customers and organisations alike, corporate... Read More
A good logo vs. a FABULOUS logo
If you had a choice, which one would you choose,... Read More
You Bored Me at Hello - Top Three Strategies for Networking Your Brand
"You had me at hello," those famous words from the... Read More
The Trust Issue In Marketing
One of the prime motivating factors in the purchase decision... Read More
Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements
While we recommend that you contract with the same designer... Read More
Understand Brand
Branding has been defined, explained and examined extensively. There are... Read More
Jan Verhoeff: Brand Your Market
Marketing potential of any product is based on recognition and... Read More
Branding ? Brand Identity Guru
Brands are important aspects of any business, but unlike money... Read More
Choosing the Right Color Palette
Color is a highly personal experience ? everyone has favorite... Read More
Personal Branding: Characteristics of a Strong Personal Brand
How many times have you been at a networking function... Read More
Choosing The Right Business Name
Sometimes, new entrepreneurs are in such a rush to get... Read More
Its Time For Some Steak
Recently, I was reviewing our website statistics. One of the... Read More
Measuring Return On Investment
...or Is My Brand Working?To measure the impact and effectiveness... Read More
Branding Is Not Selling Out: ITS SELLING IN
Ever see an amazing band perform and wonder why you've... Read More
How Brand as an Intellectual Property has Led to Corporate Globalisation?
IntroductionGlobalisation is referred to as a set of profound material... Read More
Top Eight Mistakes to Avoid When Naming Your Business
Naming a business is like laying the cornerstone of a... Read More
Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey
The seventh in a continuing series of twice-yearly surveys by... Read More
Whats In A Name? When It Comes To Your Business, Plenty!
Q: How important is the name of a business? Should... Read More
Brand Identity and the CEO
This week I spent a few hours with a highly... Read More
Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!
Colour is essential to building a strong brand.Many of you... Read More
Setting the Right Price
One of the ways people get to know you is... Read More
Why Having A Niche Automatically Boosts Your Credibility - Become The Expert by Getting Focused
Yes, yes, we've heard it all before... loads of life... Read More
Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?
Over regulation of our free markets is stifling our growth... Read More
Pressure Washing Companies and Co-Branding
Pressure washing companies often miss what we call 'super niche'... Read More
Hawaiian Heirloom Jewelry
Back to the era of the Hawaiian monarchy, the origin... Read More
Boston Brand Building - Brand Identity Guru
"Make no little plans, they have no magic to stir... Read More
How Important it is to have a Professional Logo Design for your Business?
There are a lot of things that contribute towards the... Read More
Putting You and Your Company in Position to Own Your Market
Americans have always liked their coffee hot. But then Starbucks... Read More
The New Branding Awareness - A Value Based Concept
The new branding awareness is about when you take ownership... Read More
Logo Design Tips
Logos can be described as visual icons that provide a... Read More
Trademark Your Business ? Lessons Learned
Small business owners learn many lessons the hard way -... Read More
Boston Web Design Branding - Brand Identity Guru
A branding company's website purpose is to design websites that... Read More
Why Should I do Business With You?
It's the question that is on the minds of all... Read More
Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey
The seventh in a continuing series of twice-yearly surveys by... Read More
Understand Brand
Branding has been defined, explained and examined extensively. There are... Read More
Branding Mistakes - Brand Identity Guru
1. It "sells itself." I don't need to market.Okay, you... Read More
Importance of Branding - Whats in a Name?
Branding is perhaps the most important facet of any business--beyond... Read More
Build Brand Identity - Brand Identity Guru
Successful Guru marketers have a secret weapon that they use... Read More
The MOST Expensive Mistake You Can Make
Most people who own a small business have a huge... Read More
The Importance of Branding - Can It Really Make a Difference?
As consumers, we don't really think about the importance of... Read More
Brand Identity and Brand Image - Brand Identity Guru
It is important to distinguish between corporate identity, brand identity,... Read More
Brand Your Name!
Have you ever thought about branding your name? Does the... Read More
The Very Basics of Design
Design is a very subjective thing, therefore, if you ask... Read More
The Art of Successful Branding
Branding: it's a term that carries great weight in the... Read More
What is Private Franchising? It is Nothing Someone Made It Up
The Federal Trade Commission has an obligation to the general... Read More
Brand Building 101
Building your brand into a brand leader isn't easy. There... Read More
Don?t Get Caught In the Trap: The BIG Difference Between Personal and Business Branding
When you're all alone in the privacy of your home... Read More
Brand Extension; Going from Consumer to Commercial
As more and more home pressure washers are sold at... Read More
How To Create A Brand That Sticks
Most people, when they hear the word branding, think logos... Read More
Good Logos Make Great Sales Tools
Every day, the average person is exposed to millions of... Read More
Creating Powerful Names for Products, Services, and Your Business
The name of your business is important--it's one of the... Read More
Acquire, Then Rebrand
Acquiring another corporation usually means that the acquiring company's name... Read More
The Brand Called You
The best brands always try... Read More
Branding |