Heat Group Supplies has developed its own audio brand in a move to strengthen its marketing strategy.
The independent heating merchant turned to audio branding specialist PHMG to create voice and music designed to reflect the company’s specific brand values. Audio branding helps to use the psychological power of sound to resonate with customers and enhance the brand image and values.
The voice and music will be used as part of audio messages played over the telephone system whenever callers are put on hold, transferred or call outside of office hours, which aim to support sales by providing callers with details of the company’s product range.
A female voice aged 30 to 40 with an ‘attention-grabbing’ style of delivery and a warm, friendly tone is used in Heat Group Supplies’ on-hold messaging. As the company has five branches located in the East Anglia region, the voice also has a southern accent, helping to assert a sense of belonging and speak to the local customers in a manner they can relate to.
In terms of music, the organisation has employed a powerful, up-tempo track driven with punchy live drums and catchy electric guitars to further strengthen the image being portrayed by the voice.
“Introducing our on-hold marketing production has given our brand the sense of unity we’ve been searching for,” said Danny Hudson, Managing Director at Heat Group Supplies. “It’s become a valuable tool in our marketing strategy.”
“The importance of visual branding is well-established but too few companies realise that audio is key to creating a consistent brand presence across the whole business,” said Mark Williamson, Sales and Marketing Director at PHMG.
“Since implementing the bespoke audio production, Heat Group Supplies has not only received recognition from callers about its professional sound but also boosted product enquiries.
“We’re delighted to have been able to help further cement the company as a leading industry specialist.”
