Top 5 Signs That It's Time for a New Audio Brand

Identifying when it's time to overhaul your audio brand can be tricky. It's not something you'll want to do very often, but, when your audio becomes disjointed, or no longer reflects the core personality of your credit union, it may be time to refresh.

Here are the Top 5 Sings That It's Time for a New Audio Brand:


#5 - Your audio no longer matches your visual brand

Brands change over time, and can become edgier or more conservative. If it's been a while since you've thought about your brand's voice, you should have another listen. Does it still resonate with your members? Is it appropriate for your market?

#4 - Your target demographic/market has shifted

Target demographics can shift from time to time. As you fix your sights on millennials, the tone and style of your message should change. If your ads don't speak to their perspective, you're just whistling in the wind. Maybe your charter has expanded and your message needs to reach places it didn't reach before. When your prospective audience is larger than just a select employee group, your message must change.

#3 - Your brand music sounds... old

There's nothing worse than brand music that sounds dated. Well, maybe the Bubonic Plague. Okay, the Bubonic Plague first, then dated-sounding music in an ad. This sends subtle cues that your brand isn't relevant. It may be time to join the 21st century. A face-lift for your music can be an easy way to give you a whole new brand personality. Find music that "fits" your credit union. Or, better yet, get music that is custom=produced and unique to you.

#2 - You sound too generic

This one should be obvious. If your brand's overall sound is not distinctive in some way, it's time to shake things up. If it sounds generic to you, it most certainly sounds generic to everyone else. Don't be afraid to have a personality. Once you decide what that personality is, it can affect all your messaging. Is your credit union funny? Happy? Clever? Entertaining? Thoughtful? Cute? Friendly? Energetic?

#1 - You never had a true audio brand to begin with

Whether or not you intended to create an audio brand - by putting radio ads, online videos, TV spots out into the advertising ether - you have created one. Now, however, you're faced with the reality that none of your content really sounds the same. You're not adding to the effectiveness of each impression by having a recognizable sound, voice or style that aids brand recall. Basically, you're all over the place. If this is the case, it's definitely time for a re-boot on your audio. Focus on these three elements to keep things in line; consistency of writing style and tone, consistency of music, and consistency of voice. When these elements are working together, you'll be on your way to creating an audio brand that's worth remembering.