Why On Hold Advertising Is a Brand Opportunity You’re Ignoring

Businesses spend a ton of time and money on branding. Logos, websites, social media, packaging, storefronts — all carefully planned out. But what happens when someone calls your business and gets placed on hold?

Do they hear silence? A robotic voice? Random elevator music?

Here’s the truth. On hold advertising is one of the most overlooked parts of your brand. And it matters. A lot.

If someone is already on the phone with you, they’re giving you their attention. That moment, even if they’re just waiting, is a chance to build trust, promote what you offer, and give a strong brand impression.

Let’s talk about why on hold advertising matters, how it shapes your caller’s perception, and how to make sure it lines up with everything else your brand puts out there.

So, what exactly is on hold advertising?

It’s the messaging or music people hear when they call your business and are placed on hold. Usually it’s a mix of music and voice, either promoting something, answering FAQs, or simply keeping people engaged until someone picks up.

A lot of companies still treat it as background noise. But that’s a missed opportunity. You’ve got a captive audience. That’s time you can use to inform, build trust, or steer people toward services they didn’t even know you offered.

Studies show that people are more willing to wait on the line when they hear a message compared to silence. So if you’ve already got people calling you, make it count.

Does sound affect how people feel about your business?

We don’t always think about how sound impacts perception, but it does. The voice people hear, the music in the background, the pace of the message — it all influences how professional or trustworthy your business feels.

Think of it like this. Your website may look amazing, but if your caller hears tinny music from 1998 and a robotic voice, that first impression starts to slip.

Sound branding is a real thing. It’s about making sure your business sounds like you. Is your tone casual and upbeat? Clean and polished? Relaxed and comforting? That should come through in the voice you choose, the music you pair it with, and how the message is delivered.

When you get this right, callers feel more at ease. They’re more likely to trust you. And they’re more likely to remember you.

It’s about brand consistency. Are you being consistent?

If someone’s already familiar with your brand, they’ve probably seen your website, your signage, or your Instagram. So when they call you, that experience shouldn’t feel disconnected.

Let’s say you’re a modern wellness clinic. Your website is soft, clean, calm. But when someone calls, they hear a robotic voice that sounds like it belongs in a government office. That mismatch creates confusion. And confusion erodes trust.

On the flip side, when your phone system uses a voice that matches your vibe, music that fits your tone, and a message that reflects your values, it just works. It feels natural. Familiar. On brand.

A tech company might want a high-energy voice with a little edge. A local vet clinic might go for something warmer and more conversational. The key is, it should all feel like part of the same experience.

Can little mistakes throw everything off?

Even if your brand is strong, there are a few common things that can knock it off balance on the phone system.

Using the default phone voice. It’s convenient, but it never sounds like you.
Letting messages get stale. If it’s February and callers are still hearing Happy Holidays, it’s not a great look.

Playing music that doesn’t match your style. A luxury brand with stock piano music? Not ideal. Mixing tones. Casual on Instagram, formal on the phone, playful in emails — it gets confusing.

These may seem small, but they add up. Especially if someone’s calling you for the first time. That first impression sticks.

How your phone system fits into the bigger picture & why on hold advertising is a brand opportunity

Your phone system isn’t just a tool. It’s a customer touchpoint. And it should work alongside everything else you’re doing.

Here’s how on hold advertising ties into the rest of your brand:

Your website
Direct callers to your most helpful or high-traffic pages. While you wait, check out our FAQ at cohm.com/support.

Your social media
Mention current promotions or invite people to follow your brand. Follow us on Instagram to see what’s new.

Your physical space
If your store or office has a certain vibe, match that with your phone audio. It makes the transition feel seamless when someone walks in.

Your email or customer service tone
If your team uses a warm, friendly tone in emails or live chats, that same voice should come through in your phone system too.

It all adds up to one thing: consistency. And consistency builds trust.

What Good On Hold Advertising Actually Looks Like

If you’re ready to take this seriously, here’s what makes a strong, on-brand on hold setup:

Pick the right voice
Think about who your brand would be if it were a person. Male or female? Younger or older? Calm or energetic? That’s your voice. Don’t just use what’s easy — use what fits.

Write scripts that sound like you
Skip the corporate fluff. Use language that matches how you speak everywhere else. If you’re a fun brand, don’t sound stiff on the phone. If you’re high-end and professional, your script should reflect that.

Choose music that works with your brand
You don’t have to reinvent the wheel. Just don’t play random jazz or royalty-free tracks that don’t match your tone. The music should enhance the vibe, not compete with it.

Keep things fresh
Rotate your messages seasonally. Mention current promos or services. Even a small update makes a big difference in how relevant your brand feels.

Get support if you need it
Most business owners aren’t audio experts — and that’s totally fine. Teams like ours at COHM can help with scripting, voicing, music, and setup. It doesn’t have to be complicated.

Your Brand Isn’t Just What People See — It’s What They Hear Too: Why On Hold Advertising Is a Brand Opportunity

If your phone system isn’t aligned with the rest of your brand, you’re missing out. Callers notice when something feels off. But they also notice when everything clicks.

On hold advertising might feel like a small detail, but it’s a powerful one. And for a lot of customers, it’s the very first impression.

So take a few minutes. Call your business. Listen with fresh ears. Ask yourself: does this sound like us? If the answer is no, it might be time to rethink your on hold strategy.

Need help creating branded on hold advertising that actually sounds like you

We do this all the time. At COHM, we help businesses sound as polished and intentional as they look. Whether you need voice work, scripting, music, or just some advice, we’re happy to help.

Let’s make your phone system part of your brand because it already is.
Contact us to get started.

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