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.)

Radio Rule 4 (b), Exemplified (click on the arrow, below, to hear the radio spots):

Backyard Burgers by SoundscapesCreativeAudio

Videos in this series:

  1. The Five Rules of Great Radio: Rule 1

  2. The Five Rules of Great Radio: Rule 2

  3. The Five Rules of Great Radio: Rule 3

  4. The Five Rules of Great Radio: Rule 4 (a)

  5. The Five Rules of Great Radio: Rule 4 (b)

  6. The Five Rules of Great Radio: Rule 5

  7. How to Get Your Creative Approved

  8. Should You Appeal to Your Audience's Right Brain or Left Brain?

  9. Dialogue Writing, Part 1: Chaos Is Good!

10. Dialogue Writing, Part 2: Where to Start

11. Think Landing Page, Not Phone Number