Member Article

Sounds about right - Four lessons for your brand and marketing media.

In modern 21st century market places, saturated with endless streams of new products and brands, finding unique and innovative methods to distinguish yourself vis-à-vis close competitors is, as we all know, a critical factor in success.

Rushing to penetrate new markets using the most complex methods around, we can often however forget the fundamentals - right down to if your new brand or product sounds right. Each time your brand is seen, spoken aloud or read silently, an encoded bundle of information is activated - one which you have the power to influence - should you so choose it.

So what are some of the common lessons to look out for? Thankfully consumer research since the turn of the last century has provided us with some food for thought, take a look at the below tips, and challenge yourself during your next marketing campaign to try a few out…

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Loud & Clear -

Forget just visual and online presences. Encourage your consumers to actually speak your brand name aloud. In 2010 the Journal of Marketing discovered that that hearing, and better yet physically repeating a brand name, increased consumer emotional reactions translating into stronger long term memory, and purchase behaviour.

Practical insights?

For B2B encourage your sales people to casually drop in your brand name several times during the telephone conversation, and prompt the prospective buyer to repeat it back if possible. In B2C markets, think about new ways you can implement your brand name in everyday conversations, or have it spoken aloud through social media or YouTube competitions, for example.

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Sound repetition -

Coca Cola, Hubba Bubba, Kit Kat; a few common examples, yet out there in the world exists subsets of consumers extremely sensitive to these kind of brand names, most of all, children. The Journal of Marketing suggests we all get a bit more creative when we’re at the drawing board.

Practical insights?

For brands needing to display sincerity and integrity this may not be the easiest tactic to implement (and yes, it wouldn’t be recommended for an Undertakers!). Instead think of ways to incorporate this principle, perhaps in advertising slogans, or if there is an extra supplementary service you are struggling to sell creating feel-good novelty through changing its phonetic structure may just give you that extra cutting edge in sparking purchase.

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The Nature of the Name -

In 2004 the Journal of Consumer Research discovered that certain vowels, and the locations from the mouth in which they are pronounced can produce automatic associations in our minds. For example high front vowels (e.g. Frish) convey themes of lightness or smallness, whereas a low back vowels (e.g. Frosh) are perceived as of greater size, or power. This may seem bit far out at first (and you could excuse me if you thought I was typing this from a field in Glastonbury this weekend!), but when you think of real life examples using these principles, and what they mean in relation to the overall brand’s image, there is some serious credibility to the study. Think of Volvo, with a reputation for safety and strength, the use of lower back vowels in its name certainly adds, rather than detracts, from overall brand image when compared to front sounding vowels (i.e. Vilvi).

Practical insights?

For some, this can be something we engage with intuitively when naming our products, however for others it is important to really consider the impact of lexical choices. This lesson applies much to advertising material as to overall brand name, so take a moment to consider, and read your copy/social media that extra time whilst bearing these principles in mind, to see if it naturally fits the brand image.

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Be wary of noise -

Remember the Jif to Cif rebrand back at the turn of the millennium? At great expense Unilever re-branded a long standing products to make it easier to pronounce by a wider international audience. Noise here refers to anything which may make the digestion of your branded name more difficult, and clarity in sending your message is always paramount.

Practical insights?

In applying any of the above lessons, always bear in mind the nature of the speaker, how their mood and accent may influence pronunciation, and thusly perceptions of your brand, product or marketing media. IRN-BRU certainly has a more rugged, definitive ring to it when spoken in its native Scottish accent than a soft, Etonian, London accent for example. For International Marketers and Export/Importers, consider hiring a native speaker to double check if you’re serious about doing business in that country. Also consider, that in large nations such as China, pronunciation can vary wildly due to dialect and it can be worth that extra time to triple check with a local than suffer the failed reception of a message.

This was posted in Bdaily's Members' News section by Joseph Ollier .