Real-World Education for Modern Marketers

Join Over 609,000 Marketing Professionals

Start here!
N E X T
Text:  A A

The Five Rules of Great Radio: Rule 4 (b) [Video]

by   |    |  3,973 views

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


Join over 609,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...
Brent Walker is owner of Soundscapes, creative audio for broadcast and emerging media. Contact him by phone at 501-661-1765 or via the Soundscapes website

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment

Comments

  • by SpencerBroome Thu Sep 8, 2011 via web

    Really enjoying this series.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!