From signage to appointment cards, visual collateral tends to assume prominence when it comes to branding due to it being well-established as a core element of the marketing mix.
Opticians are well-versed in the art, understanding visual branding’s importance in conveying a professional image and reinforcing intended brand values while presenting a good first impression.
Yet while many company owners will spend a substantial sum on visual marketing, few realise sound works in a similar manner and so audio is rarely regarded as anything more than an afterthought.
Hearing is one of our strongest senses, having a powerful impact on the subconscious of customers and working subtly as a potent tool for enhancing brand recall and recognition.
Still, few companies harness its use, perhaps due to the misconception that audio branding is the preserve of large multinational companies with an unlimited marketing budgets.
However, this is not the case. By far the largest application of audio branding is the voice and music heard over the telephone – something which concerns organisations of all sizes.
This is especially true for opticians.Customers will call the business to enquire about eye tests or other available products and services so if faced with the wrong tone of voice or inappropriate music, it could wipe out leads at the first hurdle.
In fact, research of 1,000 British consumers by PHMG discovered 73% of respondents would not do repeat business with an organisation if their first phone call was not handled to satisfaction, demonstrating the power of sound and its influential nature.
Finding your voice
Creating an audio profile for your company is not as simple as picking an employee to read a script or choosing a piece of popular music.
Sounds we hear on a daily basis have the ability to generate an automatic recall of emotions. Take, for example, how a song can transport a listener to a certain happy time or place. Similarly, a certain sound could also remind someone of a much more negative time.
Rather than trying to make them fit – a ‘square peg, round hole’ method – opticians should approach the process much in the same way they would visual branding. That is to say they should consider the company image and values and work forward, creating voice and music that match to present a coherent, consistent brand.
There are a number of different attributes to consider when choosing a voice for your audio brand. What age? Masculine or feminine? A regional dialect or received pronunciation?
Eyesight is one of our most critical senses so customers need to know that they are in safe hands when visiting an optician. It is perhaps unsurprising then that research has found the typical voice of the industry is over 30 with a professional tone and relaxed style of delivery. The older age profile is perceived as knowledgeable and trustworthy which, with the help of the tone of voice, helps to present a sense of reassurance to the listener.
Opticians use both masculine and feminine voices in their audio. A masculine voice is seen as distinguished and authoritative, ideal for businesses priding themselves on high levels of professionalism. On the other hand, a female voice is typically perceived as soothing and coupled with the relaxed style of delivery, offers an ideal opportunity for comforting customers.
If your business caters to a local demographic, it may be worthwhile using a voice with a regional accent to connect with a customer on an emotional level. This not only helps your company become more memorable but it could be the difference in whether the customer chooses one organisation over another due to the local accent providing a sense of reassurance.
Hit the right note
Playing a piece of commercial music as part of a company’s audio is risky. No matter how cheery and upbeat the song is, it could carry negative connotations for the listener or they simply may not like the track.
Like with voice, music cannot convey a message it was never supposed to. A bespoke track unique to the business will prevent stirring preconceived ideas and helps perfectly complement the existing brand values.
Attributes such as instrumentation and tempo can all be used to communicate emotional meaning. For opticians, the most common track is relaxed yet professional, employing a combination of electronic and traditional instrumentation, with technical, sparkling synths cutting through to reflect the expertise and intricacy of the work they do.
Open one’s eyes to the benefits
Sound functions as a subtle, less intrusive marketing tool, warming customers up for purchase before they even speak to someone about their requirements.
However, sound too can induce fatigue if not deployed correctly. If customers hear the same voice messages on repeat, it will get increasingly bothersome and they will switch off, making the messages pointless.
Investing in a system which allows communications to be updated at any time not only ensures customer engagement but it also allows callers to be kept up-to-date with new business information or up-sell and cross-sell products and services. For example, it could promote laser eye surgery – a new company service – or the range of frames available.
Audio branding has a more profound, lasting effect than its visual counterpart and is a significant factor in improving customer retention by helping listeners feel valued and understood. Opticians would be wise to make it an integral part of their marketing strategy.
Dan Lafferty is the director of voice and music at PHMG, the world’s leading audio branding agency.