According to Matt Fisher, Lead Imaging Producer of BBC Radio in the UK, extraordinary imaging that defines your brand in every way and in the most original way is of utmost importance.

He explained the use of harmonic imaging: We changed the feel of the network by actively matching the musical key of the music and imaging?

So how did he go about it?

“We kept building Talk Loops into songs, additionally we pre-built 15 minute Music mixes, focusing on the live listening experience by making it slick and tight. We brought back music introductions with pace and flow to enlighten the senses.”

Steven Lemmens the Imaging Director of Studio Brussel, Beligium talked about the 7 Hidden Persuaders in Radio.

Hidden persuaders are what listeners will not pick up on, they are subconscious or subliminal messages that try to influence the behaviour of the audience without their being aware of it.

Use it on music you play, it’s magic when one key changes to another. He recommended  you search ‘The Circle of Fifths’ to understand how to actually use it.

Lemmons gave some thought-provoking ideas in making your imaging stand out.

• Use your logo a lot
• Five syllables and five notes with no distinct sound, because that way you can put it within everything, particularly a music station which allows you to put an artist in singing about your brand
• Repetition is key – use it lots – “we have few jingles but we repeat them over and over sometimes even on a schedule, even if it has been used twenty times in one hour”
• Key is key – music makes you feel more relaxed, it creates flow, it sets the mood
• We made our logo all tempos, all keys and different sounds
• Make jingles that stick, for example; ditch the station voice and take three unknown girls who shouted at the end “Studio Brussel” which pleased the audience

Choose position by putting yourself in the place of the listener. “I am going to tell you … what if you knew all my secrets?”

This was Staax Williams’ approach to imaging: you should look to the future as it’s ever evolving. “Embrace the past, use sonic logos and power introductions,” he said. Sonic scenery is a start; meaning less words and the use of more imagery will enlist the engagement of listeners more so.

Jingles and hooks of songs were used to introduce promotions were other methodologies. A Smart Speaker can find and craft a message for audio usage. He went on to say, “we brought Power intros by Storm and kept building Talk Loops into songs which worked well. Pre-built 15 minute music mixes focuses on the ‘live’ listening experience – making it slick and tight.”

Willams’ thoughts of bringing back music introductions with pace, flow and a parody of songs were given as examples of the mix a station might consider for their imagery and inspiration. See related article for more from Staxx Williams.