Compose a musical theme that matches your company's products or philosophy. Some products have a naturally predetermined genre feel, such as using country music to sell cowboy boots and jeans. Not understanding the difference can result in mixed messages that confuse the consumer.
Develop the company's theme and philosophy in the first two lines. Use a rhyming dictionary to provide a jump-off point for your inspiration. Save the middle 20 seconds to explain the benefits or services of dealing with the company. Repeat your company's name and slogan in the last line to drive the message home.
Plan on recording edited versions of your song, which companies may need to augment the completed one. Using a multitrack recorder, or digital workstation, edit the rough take into 10-, 20- and 30-second versions. Allow room for musical "beds," or precorded backing tracks that accommodate spoken word or sung voiceovers.
Get approval for whatever lyrics and music that you compose. Meet with your immediate supervisor or whoever makes the final creative decisions. Review your work with them, including lyric sheets, as the song progreses from rough demo CD to finished master.
Hire a jingle production house if you feel uncomfortable taking on the full load or are not musically inclined yourself. If you can't find a jingle production house, seek local musicians for referrals. In the worst-case scenario, you can hire one of those musicians to write and record your company's theme song.