Jingle, as a Branding Tool

An effective part of an advertising message is a catchy jingle. Whether your listeners love it
or hate it, a good jingle will relate your brand name with a concept, idea, or promotion.
Listeners who catch your radio or TV commercial may not notice a slow beat in the
background, but they will notice your repetitive jingle. Listening to the same jingle over
and over again, the next time a listener sees a sign or ad for your business, they will
immediately associate your jingle with your advertising, creating a relationship that
increases the likelihood they’ll remember you next time they need you. It also enhances the
function of differentiation and appeal and give meaning to the brand that is being
advertised. Jingle greatly supports audio “symbolization” of the “object” as well.

Repetition to the sound of music, there is the magic behind a jingle. When you're trying to
think of letter placement in the alphabet, do you hum the ABCs in your head? L, M, N, O, P
… why do you think this is the method that so many of us (as adults, too!) employ after
learning it as children? Because it’s effective. Plain and simple. The human brain processes
memories uniquely and more easily group up data or information if repetition is involved –
like memorizing a song.

While music and radio have been around for hundreds of years, the first singing
commercial is thought to have aired on Christmas Eve in 1926 – still a relatively newer
approach to advertising. Why say it when you can sing it? Ask the folks at General Mills –
that first singing commercial was for Wheaties, still an American breakfast staple to this
day. That commercial grows in a now well-known radio advertising strategy called the
jingle. It didn't take long for the rest of the advertising industry to take notice, and jingles
soon became a major marketing tool that has been relevant till today.
As a brand element, jingles are easy to remember. How about the festive jingle of
Banglalink compared to the slow and sad jingle of Grameenphone? A good jingle is unique,
fun/appealing, and, most importantly, memorable. A radio or TV spot is a great way to
advertise, but with the steady stream of information most of us see over a short period of
time, it's easy for your message to get lost in the crowd. A jingle with your phone number,
company name, or other identifying features makes it much easier for listeners to
remember you, and what makes your company unique. A good jingle is catchy and creative,
boasting the information you want listeners to remember above all else.
In addition, jingles help define what you have to offer. Like most effective advertising
methods, a jingle should tell the world what you have to offer that your competitors do not.
As a memorable and attention-grabbing song, the right kind of jingle will enhance what
your company has to offer. A good jingle will get stuck in listeners' heads, but will also
make a statement about what makes your company unique. A good jingle will leave a
lasting message that will stay with potential customers long after first hearing it.

In addition to enhancing brand awareness, creating a message that will stick in a listener's
memory, jingles serve one other crucial purpose: attracting customers. A clever, unique,
and memorable jingle can create a bond with a listener, making her feel an emotional
connection to your brand, your products, and your services. When your jingle is pleasing to
listen to and full of vital information listeners want to know, you can easily create a new
customer base with a few simple lines of song.
As an advertising method that has stood the test of time, jingles offer many advantages to
marketers willing to take the plunge. As a simple, classic method of advertising, jingles
associate your brand with a source of information, providing a memorable way for your
customers to learn more about what you have to offer. Whether your jingle is something
short and sweet or a little longer and more informative, the right jingle can make a world of
difference in your advertising strategy.
Jingles can be crafted in several different ways. Should it rhyme? Should it contain the
company tagline or slogan? What about trying to include a website URL or phone
number? Simplicity is the biggest criterion to follow. It’s a jingle – not an entire creative
brief or billboard! Being clear and concise is the key. Listeners shouldn’t have to think too
hard to hum or recite it back. Another must is its catchiness. A catchy jingle attracts
attention and helps customers remember it. Too much information would distract
customers.

Why do jingles work? The right jingle can act like an “earworm” and become a familiar,
repetitive sound the brain will store and recall. Consumers may react negatively with your
brand if your jingle is annoying, unpleasant, or disruptive. Sometimes just like with a
favorite song, even the opening few notes will generate memory triggers and people will
automatically start singing the song or jingle.