How to re-enforce your audio brand and reach a wider market
Here’s a simple way to re-enforce your brand, and appeal to a wider market at the same time; Use audio.
With audio, you can use the same core idea and apply it in different ways to suit a different audience.
You know how a cover of a song divides opinion on which is better – the cover or the original? Well you can effectively cover your own ‘song’ and hit both markets.
Case study: webuyanycar.com
oh no! Another cheesy advert with an annoyingly catchy jingle. Thumping 4/4 beat, extremely repetitive, almost poking fun at the stereotypical ‘boy racer’. Silly, fun, and aimed directly at the late teens early twenty-somethings – who have maybe just started earning and want to get rid of their car quickly and get something better.
Same basic theme, same motif, same pumping beat but now with new ‘lyrics’. More information and a little less repetitive. With a few changes, this is now aimed at a slightly wider market segment. Notice how the production on the track has changed too, a more refined track to go with the real footage. This is opposed to the previous advert which had a simple animation and simple production.
Now watch these after the first two and what’ll probably happen is a bit weird when you think about it – Did you sing along in your head using the lyrics from the earlier ads? The only ‘lyrics’ here are the ‘we buy any car’ hook at the end. If this did happen to you – because you’ve come up with the words yourself, they seem more genuine. They’re your own thoughts and that makes them trustworthy right? Added to this, it’s not as brash and in-your-face. The voiceover sounds more ‘knowledgeable/wise’ like a caring friend. Add it all up, and webuyanycar.com have started with just a descriptive name and a plan – and moved into the realms of a fully fledged brand, now appealing to those outside of their core demographic. Clever.