Why Defining Your Musical Identity is Key to Brand Success?

Hello World!?

I have been thinking a lot about which factors make a brand memorable and why it is important for a marketer to understand the fundamentals of branding in order to create a strong presence with their audience.?

I recently had the opportunity to work with a Spanish creative agency with a particular brand that made me wonder why they had chosen El Hombre del Paraguas as brand for their agency?

The founders gave me a surprising answer that made me reflect on how to successfully build a brand identity and what are the pillars we should take under consideration when writing the script of our brand.

El hombre del Paraguas, that means The Umbrella's Man is a term that became popular in the wake of the Kennedy assassination.?Because one of the theories of this incident mentions that the alleged murderer was a man carrying a black umbrella near Dealey Square in Dallas.?

In any case, the point here is that not only is a very popular theory known to a large number of people, it is also a story that has progressed over time, and for me that's a brand,

"A brand is a story that transcends from generation to generation".

?

So they use their brand to teach the customers about how to create strong brands over the time. But, let's reflect a little bit.... Is The Umbrella's Man a good brand for a creative agency?

Absolutely yes, and I would like to give you 3 simple reasons:

1. Unique Brand designation: How many creative or marketing agencies do you know with this kind of terms as a brand? I'm pretty sure you won't find many, well, now think about how easy it is for this brand to be found in search engines with direct searches.
2. Powerful Storytelling: Again, this is a clear example that the story behind the brand is crucial to fit with their audience, but in this specific case the story behind "El Hombre del Paraguas" was crucial to educate their customers about what brand building is and why it is important to make the brand transcend from generation to generation, in less words, their storytelling explains to customers what their business is like and what is the solution they can offer them!
3. Viral concept: This genius took advantage of the great notoriety of this historic moment to create a brand that has nothing to do with the Kennedy assassination, but since it is known by everyone, is very easy to explain the concept behind the brand.

When someone ask you, Why did you choose that brand? They are actually asking you what is the story behind it? And your audience has to find in your answer the concept about what are you doing, or what is your business about. This is very important, because ...

"Branding is about creating a story to communicate your business concept"

So, now we have a context about Brand Building but in this article we will delve into the Music Identity as a crucial component of your brand, so be prepared and wear your headphones!

Note: If you want to listen the playlist of El Hombre del Paraguas (The Umbrella's Man) click on the link.

What is the Musical Identity?

Music is a powerful tool that can evoke emotions, create memories, and leave a lasting impression. It is no wonder that music plays a critical role in branding. Just like visual design and messaging, music can help to define a brand's identity and differentiate it from competitors.

Musical identity refers to the use of music and sound in branding efforts, including the use of jingles, sound effects, and theme songs. By creating a unique musical identity, companies can enhance their brand recognition and connect with their customers on a deeper emotional level.

"Musical identity is the unique and authentic story that a brand communicates through its sound and music choices, creating a strong emotional connection with its audience."

Coca-Cola's musical identity is a prime example of the power of music in branding. The company's iconic jingle "I'd Like to Buy the World a Coke" was first introduced in 1971 and became a global phenomenon. The jingle's uplifting message of unity and harmony, paired with the brand's image, created a lasting emotional connection with consumers and reinforced Coca-Cola's identity. Even today, the jingle remains a recognizable part of the brand's musical identity and advertising campaigns.

How to define your Musical Identity?

1. Know your brand's values and personality: Before choosing a musical identity, it's important to have a clear understanding of your brand's values, personality, and the message you want to convey.
2. Define your target music style: Your musical identity should be tailored to resonate with your target audience. Identify who your customers are, what their interests are, and what kind of music they listen to.
3. Identify your brand's musical DNA: Every brand has its own musical DNA, which includes elements like tempo, rhythm, melody, and instrumentation. Identify the musical elements that best represent your brand's personality and values.
4. Choose the right music genre: Once you have a clear understanding of your brand's musical DNA, choose a music genre that best reflects your brand's identity and resonates with your target audience.
5. Create a signature sound: A signature sound is a unique combination of musical elements that are exclusive to your brand. This could include a jingle, theme song, or sound effect that is instantly recognizable to your customers.
6. Test and refine your musical identity: Once you have developed your musical identity, test it with your target audience and refine it based on feedback. Your musical identity should evolve over time to keep up with changing trends and customer preferences.

Make your musical identity unique and start working now! Here are some practical tips:

1. Create playlists for your target audience related with your business: It's important to understand who your target audience is and what type of music resonates with them. This will help ensure that your musical identity aligns with your customers' preferences. For example, Zara Home on Spotify has created branded playlists for different sections of the house such as the Living room , Kitchen , Dining room , Bedroom , and Bathroom.
2. Establish musical themes for enrich your User Experience : Create a consistent theme or style of music that is associated with your brand and the products you provide. Netflix is a good example of a brand that creates branded playlists for each production, such as Stranger Things Official Playlist , Bridgerton: Official Playlist , and élite: The Soundtrack.
3. Collaborate with local artists: Consider partnering with local musicians or artists to create custom music for your brand. This can help support the local community while creating a unique musical identity that sets your brand apart. Airbnb is an example of a brand that has collaborated with local artists to create their musical identity. In 2016, Airbnb launched "Music Experiences," a global initiative that offers travelers unique music-based activities such as concerts, festivals, and local music tours. By collaborating with local musicians, Airbnb was able to create a musical identity that celebrates the diversity and authenticity of each city's music culture.
4. Make music a key feature of your content strategy: Incorporate music strategically across all aspects of your brand's content, including videos, podcasts, social media posts, and other marketing materials. This creates a more immersive and engaging experience for your audience that aligns with your brand's values and message. The famous Pink Panther cartoon is an example of a brand that effectively uses music in their content strategy. Check out their Instagram page to see how music plays an essential role in their social media content.

The benefits of a distinctive musical identity include increased brand recognition and customer loyalty. By establishing a unique and memorable musical identity, customers are more likely to remember and engage with your brand. This can lead to increased customer loyalty and ultimately, higher sales and profits. Additionally, a unique musical identity can help your brand stand out in a crowded marketplace, making it easier to attract new customers and differentiate yourself from competitors.

By following the practical tips we discussed in this article, you can start building your musical identity and setting your brand apart from the competition. Don't hesitate in contact me or my team if you need help defining the right musical style that match with your brand!