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The Power of Building on Branding Currency

With marketing, branding and advertising, simplicity often reigns supreme. The most effective jingles are simple, catchy (and just slightly cheesy.) They don't try to be too clever.

But sometimes, brands can throw out years of currency they’ve built in favour of a new, shiny, creative idea. And that can be to their detriment. 

Why Refreshing An Iconic Jingle Worked For Wyllies

Wyllies, a Tasmanian family-owned tile and flooring retailer, recently demonstrated the power of building on branding currency by updating their iconic jingle, showcasing the timeless effectiveness of a well-established brand identity.

For over 30 years, Wyllie Tiles had been cementing its brand in the minds of thousands of Tasmanians with a catchy jingle. The business had become an integral part of the Tasmanian culture, primarily because they relentlessly used the same jingle in all their advertising campaigns. It was a jingle that people grew up singing and got stuck in their heads.

But with Wyllies expanding their product range - and no longer selling just quality tiles - the jingle lyrics needed to be refreshed to cover their expanded product offering.

Building on branding currency means leveraging the existing recognition, trust, and emotional connection that a brand has established over time. In Wyllies' case, their jingle had been an integral part of their overall branding strategy and used as a cornerstone of their campaigns. So, instead of starting from scratch with a new marketing campaign, they simply updated and refreshed their existing asset.

Known for our jingle production work, we were asked to update Wyllie's iconic jingle. New lyrics had to be written and recorded and the music refreshed, but the elements that had made the jingle iconic for decades had to be retained. By doing this, Wyllies didn't alienate their loyal customer base by introducing something new; instead, they invited them on this new journey.

Listen to their updated jingle here.

The Golden Ticket - Recognition

One of the most significant advantages of building on the currency a brand has invested in is the instant recognition it provides. In a world where consumers are bombarded with thousands of advertising messages daily, using a familiar and beloved jingle is a golden ticket to standing out and cutting through the noise. 

People who had grown up hearing the Wyllies' jingle for years instantly recognised the updated version, creating a bridge between the old and new. This seamless transition ensured that Wyllies retained their existing customers' trust and loyalty while attracting new ones.

The nostalgia associated with the original jingle was also preserved. Emotional resonance is a powerful tool in branding, as it creates a bond between the brand and the consumer that goes beyond just a transactional relationship. Love it or loathe it - the sense of ‘I remember that jingle - and I know that brand’ is a tool that Wyllie’s tapped into. 

Building on existing branding currency also saves time and resources because rebranding from scratch can be a lengthy and expensive. It often involves extensive market research, design work, and marketing campaigns to establish the new brand identity. In contrast, refreshing an existing asset like a jingle allows a brand to hit the ground running. 

The familiarity of their jingle means that Wyllies could immediately reconnect with its audience and start reaping the benefits of its updated messaging.

A Valuable Lesson For All Businesses

Wyllies' success in updating its jingle and building on its branding currency highlights a valuable lesson for businesses of all sizes. 

In the ever-changing world of advertising and marketing, it's essential to recognise the value of what you've already built. Your brand's history, reputation, and the emotional connection you've formed with your audience are priceless assets. They are your branding currency, and you should leverage them to their fullest potential.

So, if you’re considering a rebranding effort, take a moment to assess the currency you’ve already built. Is there something iconic or beloved that you can build on? Is there a way to update and refresh it while maintaining its essence? 

If so, you might find that using and building on your existing brand assets is the key to success, just as it was for Wyllies.

(And in case you were wondering, Mr Wyllie is a real person - he started the business!)

Abe Udy

Abe is the founder of Abe's Audio and started the business in 1998 from his bedroom with an old computer, fax machine, dial-up internet, and a microphone in his wardrobe. Today, he leads a team that provides audio production and voice overs to media, agency, eLearning, video & creative clients around Australia and beyond.

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