Pretty much every moment of our lives we are bombarded with messages - including advertisers and brands hurling information at us, creating a busy and confusing blur of noise.
Our senses can become well and truly overstimulated and inevitably we only pay attention to a handful of sources at any one time. For this reason alone, achieving cut through and attempting to actively influence the information that people consume is both difficult yet increasingly important – and finding a channel where brands can speak directly to customers is like a dream come true.
Adding to the cacophony of advertiser noise is the seemingly endless array of media channels, with each one providing multiple opportunities to tap into the consciousness of the consumer. Making the most of every consumer touch point is essential and can often include tapping into all of the senses - visual, tactile, and auditory.
Sound is incredibly powerful yet many brands don’t always consider its impact across the business and the level of investment, compared to the visual brand, is often much less significant.
One of the most frequently used customer touch points, the humble telephone, is completely reliant on the power of sound. The telephone provides a seemingly unparalleled opportunity for business to communicate with their customers. At that particular moment (when a customer is waiting to make contact) it is highly likely there will little (or no other) advertiser noise. This makes it pretty unique, therefore your audio brand and in particular your on hold messages, are a perfect opportunity to share information and engage with the customer.
Audio branding can often be mistaken for old fashioned radio jingles or musical idents that companies once created. However, we think audio branding is a valuable part of the whole brand mix - it is far more subtle and much more powerful than many people recognise.
Developing a unique sound to establish a brand's bespoke audio identity, is another way to express a company’s values and bring additional meaning and personality to a brand.
Businesses that want to build on their brand identity are likely to have already considered and identified all the distinguishing qualities and the values that make it unique. For example - What does the brand stand for? What do customers look for and find appealing and interesting? How are your competitors positioning themselves? How do you compare? But so many brands still don’t pay attention to audio and they miss opportunities to reach out to customers.
If the answer is no then perhaps it's time to invest.
Sound can convey meaning and build brand equity. It is so powerful that, done well, it will allow customers to immediately recognise a company without any visual prompts.
When customers make contact via telephone and are placed on hold, they might as well have their eyes closed, so it’s hugely important that the messages they hear are representative of your brand. Being distinctive and consistent helps to add meaning and build trust, which is incredibly important.
At Ruby Slippers we are in tune with the power of sound and have created a brand new and bespoke area of our business - Drumroll on hold.
Drumroll on hold experts work with businesses to understand what makes them special and stand out in the marketplace. We consider the competition, the offer, and establishing a point of difference, building up a wealth of information to inform the creative process and a piece of bespoke on hold audio...
If you need to talk about your audio brand or your on hold messages then Drumroll can help - please get in touch.