How Brand Power Can Stick Around
I read where someone said audio can “drive consumer recall.” That’s what I call Brand Power. Audio…your own brand sound…can ramp up that power as much as (and actually way more than) your tag line or logo. Got Jingle?
When I got married, quite a few years ago, I made some pretty bold promises. I’m sure you’ve heard some form of those promises in lots of movies. To love, honor, obey, trust. Forsake all others. Stick around in sickness and in health. For richer, for poorer. Till death do us part. You’ve heard those promises in wedding scenes or in real life. Right? And we make those promises because it’s important for others to know they can depend on us. And vice versa. So…
What’s your brand promise to your audience or customers or clients? Do you promise to be available 24 hours a day? Are you offering the lowest price…or most value for the dollar? Whatever the promise, a jingle can help your audience remember YOU when they think of it. And you want that to happen because there are other companies open 24 hours a day, or offering the lowest prices or most value for the dollar. But they’re probably not using a jingle to stake their claim!
Jingles ARE brand power.
Some of the most recognizable brands in America got that way using jingles. And many of them are realizing the power of bringing those jingles back. They might have more research money than you and your brand. Why not use what their research and dollars have uncovered and build up your own brand power with your own jingle?
When you emphasize your brand promise, and you stay consistent with your advertising, don’t be surprised when you reap the benefits of more sales and profits. It won’t necessarily happen in a day or week or even a month. But it can and will happen when you stick with it. And when you do, your audience will stick with you.