The Power of Music in Branding

March 21 – 24th, 2024 was an incredible weekend where the 2024 Junos Awards brought the city of Halifax to life with incredible musicians and experiences.

I attended the festivities as part of a conference, SponsorshipX: The Future of Fandom. It was a weekend of celebrating Canadian music, and learning about the power of fandom for brands to grow their communities. I took part in one of the sessions entitled "Exploring the Power of Music in Branding" where Ryan (Humanity's Chief Strategy Officer), Julia (lead curator from the Canadian Museum for Human Rights) and I discussed the Museum's latest exhibition – Beyond the Beat: Music of Resistance and Change, along with the campaign Humanity worked on to amplify the exhibition.

Why is music so important for brands looking to build fandom?

Music is often an overlooked tool in a brand's brand identity toolkit.?Your verbal and visual brand identity is how your audience connects to your brand. To not think of the audio part of your brand identity, you are missing out on an important, personal, and human way to connect and build community.

Music plays a crucial role in shaping how people perceive and connect with brands. A few takeaways from our session for brands on why music needs to be an integral part of a brand's identity.

1. Emotional Resonance

Music has a unique ability to evoke emotions and stir memories. Within seconds of hearing it, music has the power to transport us to a specific time, moment, or event in our lives or ignite feelings of joy, nostalgia, or excitement. By carefully selecting the right music, brands can tap into these emotions, creating a deeper connection with their audience. Music has the power to amplify the emotional impact of a brand's message.

?2. Establishing Brand Personality

Just as visuals and messaging convey a brand's personality, so does music. The choice of music can communicate a brand's values, tone, and identity. By aligning music with brand personality, brands can create a cohesive and memorable brand experience that resonates with their audience.

?3. Enhancing Brand Recognition

Think of some of the most iconic brands, and chances are, you can hum their jingles or recall their signature soundtracks. Music has the power to imprint brand identity in the minds of people, making it easier for them to recognize and remember a brand. This auditory branding reinforces brand recall and helps brands stand out. Just as a logo serves as a visual anchor for a brand, a distinctive sound can serve as an auditory anchor, guiding people back to the brand time and time again. It also adds another layer of accessibility to your brand, for humans that may be visually impaired, including auditory assets to your brand identity provides an immersive way for them to experience your brand.

4. Creating Immersive Experiences

In today's multimedia landscape, brands are constantly seeking ways to create immersive experiences that captivate consumers. Music plays a crucial role in crafting these experiences. By integrating music into various touchpoints, brands can enhance the overall experience, leaving a lasting impression on an audience and fostering brand loyalty.

5. Uniting Global Audiences

Music transcends language and cultural barriers, making it a powerful tool for brands looking to connect with diverse audiences around the world. A well-chosen soundtrack can resonate with people across different demographics, regions, and cultures, fostering a sense of unity and belonging. In an increasingly globalized world, music serves as a universal language that brings people together, allowing brands to reach and engage with audiences on a global scale.

6. Rise of Superfans

Superfans are consumers who dedicate enough time and energy toward enjoying a passion, that the activity becomes part of their identity.

Younger generations increasingly say their favorite movies, musicians and video games influence how they see themselves and that they are devoted to aligning their identity with their passions.

Over 50% of Gen Z and Millenials and a third of Gen X? say their fandom for music, movies, and video games is important to their identity, with music rising to the top, and even more say the brands they like are a strong reflection of who they are. The current renaissance of Levi's jeans thanks to Beyonce is a clear example.

Superfans are making music part of their core identity and brands need to do the same.

?In the end, as a brand, when you tap into music, you are tapping Into culture, you are tapping Into emotion, you are tapping Into something subconscious, you are tapping into community.

Music is a strategic brand asset that can elevate a brand's identity, evoke emotions, and create meaningful connections. By harnessing the power of music, brands can create unforgettable experiences and create connection on a human level.

Quote by Daniel Levitin in his book "This is Your Brain on Music"