Imagine a world without sound – no music, no voices, no dramatic crescendos. It would be like watching a movie on mute or attending a concert with earplugs. Sounds pretty dull, right? Well, the truth is that for many brands, they are missing out on tapping into one of the most powerful sensory experiences available to them: sound.
What is a Music Strategy?
A music strategy is simply a way to harness the power of music to achieve your business goals. It’s important to consider how music can be used throughout the customer journey, from awareness to purchase and beyond.
The right music can help customers connect with your brand, creating an emotional response that drives them to take action. It can also create an atmosphere that reinforces your brand identity and differentiates you from competitors.
An effective music strategy takes into account the overall goal of the business, the target audience and the brand identity. From there, it should consider how music can be used across touchpoints in the customer journey.
There are many ways to use music in business, from in-store background music to branded musical content on digital channels. The key is finding the right approach with audio branding for your business and using it consistently across all touchpoints.
Importance of Music in Branding
Think about the last time you heard a song that you really liked. Chances are, you felt an emotional connection to that song. That’s because music is capable of evoking powerful emotions. And when people feel emotionally connected to a brand, they’re more likely to become loyal customers.
Music can also be used to communicate your brand message. The right piece of music within sonic branding can help convey the personality of your brand and what it stands for. For example, if you’re trying to position your brand as fun and youthful, you might choose upbeat, energetic music. Or, if you want to convey a more luxurious image, you might choose something that’s slower and more refined.
Examples of Companies That Use Audio Branding
Coca-Cola is one of the most well-known companies in the world, and their use of audio branding is a big part of that. Their jingle, “I’d Like to Teach the World to Sing (In Perfect Harmony),” is one of the most recognized songs in the world.
McDonald’s is another company with a very recognizable theme song. “I’m Lovin’ It” has been used in commercials and marketing campaigns since 2003, and has become one of the most associated songs with the brand.
Microsoft has used a variety of different songs for its advertising and marketing over the years, but one that has become particularly associated with the brand is “Start Me Up” by The Rolling Stones.
Nike is known for using popular music in their commercials, often featuring athletes or celebrities lip-syncing to the song. They’ve used everything from Michael Jackson’s “Beat It” to Beck’s “Loser,” but one song that has become closely associated with Nike is Kanye West’s “Power.”
Music strategies are becoming increasingly important to brands as technological advancements allow for more sophisticated audio options. Not only can music help you convey your mission and connect with your target customer, but it can also create a powerful emotional response that drives engagement. With careful consideration and relevancy in mind, there’s no reason why any brand shouldn’t be able to find the perfect soundtrack for their story!