Editor's note:This video is the fifth in a series that lays out some best-practices not only for radio in a digital age but also for marketing and advertising generally.
How many times have you heard (or said) this: "No... let's use another piece of music. We used that piece last time." Or how about this: "We need a new announcer... we've used that guy on the last four spots we produced."
If you're aiming for a brand sound, you'll never hit your mark if you constantly change elements. Consistency is the key to maintaining a brand sound.
When you aim for a consistent sound, you give your brand an easily recognizable sound that makes a brand impression even if the radio is playing in the background. That's what makes consistency a bonus for your brand.
Rule four (b) is this: Be consistent.
Once you attain a brand sound, stick with it. Not for weeks or months, but for years.
(For more, watch the brief video and listen to the sample radio spot, both below.)