Branding Your Radio Or TV Campaign With a Musical Identity (AKA Audio Logo or Jingle)

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You do not 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 situations 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 enthusiasm for each commercial. Is that really what you want for your campaign?

Its possible to separate yourself from the clutter of bland, burned out creative that is circulating in epidemic proportions in radio and television advertising these days. With the magic of 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 excitation building underneath. That excitation can lead into a qualifying audio logo or singing tag line that people will remember. Maybe use it in the beginning of you spot as well?

With the aid of the internet search engines, 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. Many have one person who sings every jingle. 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 … then suddenly no one is accountable. Do not gamble. Take your time and do the research. Talk to the person who will be the writer and producer and get a feel from them before you commit.

It's all about taking the time to find the right team.

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Source by Barry Volk