Every Friday morning our copy team listens to Radio 1′s ‘Golden Hour’ – a selection of hits from a mystery year. Invariably, the person to guess the year correctly is usually someone with a story that relates to one of the featured songs. Whether it’s a song that got you the girl or boy you’d been lusting after at the school disco, a memorable holiday or something your Nan played while she cooked a Sunday breakfast, music is intrinsically linked with memories and experiences. 
Music makes memories
Coca-Cola watermark K’naan’s World Cup Anthem with their ‘Open Happiness’ campaign melody
We think this is a brilliant piece of Audio Branding by Coca-Cola. Thanks to Sound Lounge for publishing the full story – read it here .
Features are fine, but benefits are better | Copywriting that really sells
Photo credit: Kevin H @ Flickr
You’ve no doubt heard it before – when it comes to promoting your business, place your main focus on the benefits (not the features) of your product or service. But this advice so often gets overlooked.
After pouring hard work, creativity and countless resources into your business, you deserve to sing its praises. But without a meaningful connection and a tangible list of benefits that separate you from your competitors, phrases like “our service is really friendly” just won’t get the results you want.
IVR – a valuable business resource
What’s the first voice your callers hear? Interactive Voice Response (IVR) – also known as auto attendant messaging – is a popular feature with busy businesses operating a number of departments. The IVR technology quickly connects calls, offering a number of pre-recorded options for the caller to choose from. It then recognises keypad or voice instructions to direct calls to desired departments efficiently with minimum disruption to callers and staff. But that’s not the only benefit…
Tag Me Amadeus – Listen again on BBC iPlayer
Listen again to this Radio 4 programme last broadcast in the UK on Saturday, at 15:30. Sue Perkins explores audio branding and how composers capture an entire brand in a few musical notes.
With contributions from Professor John Deathridge, one of the world’s leading musicologists, the programme is an interesting listen – but you must be quick – you only have five days left to listen again.
No cheese, please – we’re callers
Hold messages have a bad rep in some quarters. When you listen to the worst examples of music on hold, you can see why.
Sound quality. Music choice. Voice choice. All of these things can make or break an on-hold experience. But something that’s sometimes overlooked is the script. And more specifically, clichés.
In this post, we’re looking at how an overused phrase with good intentions can actually have the wrong effect.
On-brand Voiceovers
Where television and online advertising offer layers of stimulus – colour, sound, movement, logos – a telephone advert engages with fewer senses, but is no less complex.
In this post we’re looking at the impact of an on-brand audio voiceover; one that embodies your business and its beliefs perfectly.
Auto attendant messaging that packs a punch
Having a bad day at work and tempted to tell callers exactly what’s on your mind? For many people, indulging in a spot of under-the-breath mumbling is enough to relieve tension, but for one school in Australia, their infuriation at pupil absences and lack of parental support was eloquently spat all over their answering machine. In fact, a whole auto attendant message was dedicated to making their feelings very clear!
Music and moods | Audio branding fun
Discover music based on your mood
Finding the right song for that great weather just got a little easier. We’ve recently stumbled across Musicovery.com, a clever site that allows you to find and listen to music based on its era, genre and tempo — and most importantly, your mood.
Have you chosen the wrong hold music?
Too often, choosing royalty-free music to play on hold means choosing the track that’s least annoying.
Our business is based on the idea it shouldn’t have to be like that.
But if you make a conscious decision to improve the way your brand sounds, you’re starting to think about strategy. After all, you’re now shaping the way clients hear you – creating associations that connect sounds to images.
So, whether you’re making the most of an audio branding service like ours, or simply paying for a licensed track you think works well with – and best represents – your brand, it makes sense to think about what kind of audio fits with people’s image of your company.
Get this wrong, and you could end up sending mixed messages.