It doesn’t matter if the interaction is taking place online, offline, or through some hybrid model – at some point in time your potential (and existing) customer’s are going to interact with your brand over the telephone. And what will your brand’s telephone experience say? …Will it capture the essence of who you are? …Will it convey the soul of your brand? …Will it make for a memorable brand experience?
Odds are that unless you’re using a professional marketing on hold system, your callers are experiencing brand disconnect. You might ask, “is your brand’s telephone on hold image even really that important?” - Yes, it is! …Brand disconnect hurts, because if it occurs it weakens the message of who you are in the eyes of your customer. It forces them to question your honesty and your authenticity. And that’s what separates the brands people seek out from the ones we steer away from.
Here’s a familiar scene: You’re sitting with friends, talking about funny TV shows or commercials. Someone says something like, “Hey, remember that commercial with the gorilla dancing in his car while waiting for a light to turn green?”
“Oh, yeah, I think I remember that one. What company was that for again?”
And nobody remembers the advertiser!
“Um, I think it was for a mortgage company . . . no, no, it was for life insurance . . . oh, no, wait, I think that was that commercial with the talking buffalo.”
Well, guess what–if you can’t remember who an ad was for, no matter how entertained you may have been, there’s very little chance the ad has been successful in making a connection between the potential user and the brand doing the advertising.
A telephone on hold Brand image has the task of communicating the essence of your brand with two types of audiences. First, to your existing customers so that you are focused on building and maintaining brand loyalty. Secondly to those callers who may not yet be in the buying cycle, but are "wool-gathering" for that time when they are ready to purchase. In order to protect your brand, you need to develop a telephone on hold strategy for how you’re going to keep your brand image consistent. That’s why when using on hold messaging as a part of your brand-marketing strategy, you need a well-written, engaging and creative on hold script that connects your callers to your brand. It must connect to what is essential to the brand and how that brand’s products and services will affect prospective users, both emotionally and practically.
You need to build your brand on core values and remain consistent with all aspects of your brand image marketing. With telephone on hold messages, you strike that balance between holding the audience's attention and delivering to them a positive message with some creativity, so they pay more attention! …If the creativity is done right, a connection with the brand is initiated. When the time came to perhaps look into buying the product, or at least to recommend it to someone else, that name brand would likely be on their list of considerations.