April 2020

APRIL 2020 AFTERMARKET 13 www.aftermarketonline.net sart e p tiv omo utA tric subishi Elec Mit enuine 100% g Without Compromise eered and manufactured to the high f hi h i bi hi l d Mitsubishi Electric parts available erfP ormance Designed, engin ds quality standar or w c M tsu s E ectric is renowne exceeding the expectations of car and truck manufacturer t us f or contac or more information. , s. musical tastes, but songs are powerful emotional triggers for memories – and not all recollections are positive. It’s far more effective to create a bespoke track unique to a company, with each distinct part reflecting a different aspect of the brand personality. Each element of the track, from instrumentation to key, should all be considered to accurately portray the desired brand image and values. In our experience, garage businesses tend to use live instrumentation in their music track, often with traditional band set-ups and guitar-led arrangements. They often use clear, catchy melodic lines and simplistic underlying parts, giving them an open, honest and friendly feel – ideal for making customers feel at ease with the business. Variables As with music, there are a few variables to consider when choosing the voice of a business, such as gender, pitch and whether an accent should be used. Garages often lean towards using a masculine voiceover, generally at least 30 years old, with a regional accent and a calm, friendly style of delivery. Masculine voices are generally perceived as authoritative and distinguished, perfect for garages wanting to build consumer trust. That’s not to say they can’t use a feminine voice in their audio branding. Feminine voiceovers are seen as soothing and welcoming, working best for businesses where a calming response is needed – perhaps those which focus on accident repairs or recoveries. Age-wise, employing an older profile in your audio branding portrays experience and dependability. On the other hand, a younger voice can deliver vibrancy and energy, perhaps reflecting a fresh approach. For businesses operating out of a certain area, it could be beneficial using a regional accent in their audio branding. Using a local dialect helps to connected with a customer on an emotional level and could be the difference in choosing one company over another due to the local accent providing a sense of reassurance. Range Not only does audio branding establish brand personality, it keeps customers informed and brand loyal. The script can advertise the company’s range of services, specialisms and seasonal promotions. Industry awards and staff qualifications can also be shared to reassure callers of a professional and personal service, conveying exemplary standards of care and knowledge to help build consumer trust. The right combination of voice, music and script can have a powerful effect on the subconscious of customers, making the most of an under-exploited opportunity to communicate key messages to customers and get ahead of the competition. The power of sound can be leveraged by companies of all sizes ”