The Missing Key to Your Brand Campaigns

Consider this, why is your favorite bar your favorite bar? What makes you go back to the same bar time and time again? Is it the bartender's mediocre customer service? The stale nuts and popcorn? The $2 wells you always regret come morning? Nope. It's the music that's playing as you walk in the door and the songs that serve as the soundtrack to your night of debauchery. 

Brands often overlook the power music can have in attracting consumers to their business and differentiating them from their competitors. It's a common misconception that if a company isn't in some creative industry, music isn't essential to the marketing plan, or if the company does utilize music in their promotional initiatives, they believe the influence of the music selection is minimal. Music allows businesses to establish their intended message and engage in conversations with their consumers. 

To find the right music to implement into your marketing plan, you must first determine how you want your audience to feel and then identify what music would resonate with your target audience and provoke them to connect with your brand. For instance, I doubt a Chevrolet ad campaign with a Drake song for background music will find success in motivating their clientele to buy their product. On the other hand, if Chevy chose a song that embodies the ideal of the "American Dream" to drive the story of an ad campaign, they would convey the message of what it means to drive a Chevrolet truck and connect their target audience to something bigger than themselves. The ability to influence the consumer's thought process is key for driving success to your business. 

Amy Crawford, Vice President of Man Made Music, helps produce music for global brands such as tech giant AT&T. She says, "As our experiences with brands become far more interactive and immersive, it's important to consider how a sonic identity can scale across everything a brand is doing." She further explains, "If you're not thinking about these things now, there's a chance you may find yourselves behind the competition in the next 12 months." Music is a powerful mechanism for brands to stand out from the crowd and turn their consumers into devoted brand advocates. With the right song choice, the opportunities for your brand are limitless.