Branding Is in the Details. Exhibit A: UberConference.
UberConference Hold Music | Branding Done Right
NOTE TO MILLENNIALS: IF YOU HATE TO READ, JUMP TO THE END FOR THE LINK TO THE SONG.
So I’m on hold for a conference call last Tuesday and, of course, everyone else is late.
Very late. So I’m sitting there. All alone.
Bored. Irritated. Neglected. I HAVE WORK TO TO DO!
But then, I start to listen to the “hold” music. You know, the usual crappy background music that sounds like Hall & Oates though it’s not really Hall & Oates?
Only this time…the music wasn’t crappy. It was awesome. Here’s a snippet:
“I’m on hold.
Yes I’m on hoooold.
I hope it’s not allll day.”
The song continues, wondering “where have all my friends gone?” and “maybe they had the time wrong, maybe they didn’t.”
You get the idea. I perked up immediately. Whoa! GoToMeeting wouldn’t play this fantastic music! They suck! Who is this?!
What conference call company would actually have a personality?
The answer: UberConference.
(Maybe the giant logo at the top of the blog gave it away.)
The lesson: branding can be implementing anywhere.
The second lesson: it’s easy to stand out when your industry sucks.
But back to the first lesson. Branding should be implemented everywhere, even the smallest details. UberConference is not GoToMeeting. They’ve tapped into a pain point of most every professional and that is this: conferencing is a pain in the butt.
In fact, UberConference smartly jumps immediately into this pain point on their homepage with the headline: CONFERENCING IS A PAIN.
Darn right it is.
So tomorrow, when you’re bitching and moaning about the lack of branding opportunity offered by a certain client, remember UberConference, dust yourself off and get to work.
Here’s a link to the entire UberConference song, commissioned by the company to the very talented Alex Cornell.