Graham talks through how we can help you find the right sound for your brand.
My eldest son has now reached ‘T minus 1’ on the road to becoming a teenager.
I didn’t realise but as soon as you turn 12, it’s obligatory to start using an inordinate amount of new slang. For example, all of a sudden, he now calls everyone “BRO!” I swear, he called his Mam “Bro” the other day!
So, if I want to get through to him now I just need to start talking his language, right?
WRONG!
As every parent of a teenager knows, you can’t just start dropping ‘ratios’ into the conversation…and chatting about ‘everything being chill’…or ‘lit’…that would be, in my son’s words, ‘cringe!’
You see, I’m now also the voice of homework reminders and tidy your room requests, so MY voice is understandably being tuned out by him! It’s quite a talent to be able to ignore someone who’s literally stood in front of you talking!
So, it’s not just how you say…or what you say…but also, who says it!
It’s all about ASSOCIATION and it’s pretty much what we do all day for our clients.
Choosing the right voice for your projects that creates positive association…
Carefully selecting the language that they’ll identify with…
And directing the voice to deliver the message in a way that draws them in.
Association brings emotional investment, and THAT makes your advertising more powerful.
It’s the same when we’re choosing MUSIC for your projects too.
Does the track speak to the listener in the right way?
That could be the style, the pace, the key it’s in, the emotions (if it’s a famous track) that they’ll already have attached to a particular track.
The key to this jigsaw all fitting together is to know EXACTLY who we’re talking to - the more focussed and ‘zoned in’ we are on the target, the stronger connection we can make.
So, it all starts with the brief…and we’d love to talk to you (in the right way) about this process for your next project. Please get in touch to chat.
For now though, I’m off to ask my son to get his messy bedroom sorted - “tidy your room, Bro!”
