On Now
Weekdays 00:00 - 05:00
Early Mornings Oscar
NEXT: 05:00 - 06:00 The Agri Hour with Gerben
Listen Live Streams

Press Office

Does your brand have a unique soundtrack?

───   08:25 Mon, 27 Nov 2023

Does your brand have a unique soundtrack? | News Article

‘You can create brand loyalty not because your product is the best or because you are the most affordable, but because you connect with your audience.’

It is estimated that there are over 230 million songs in the world. The one striking truth is that, out of these millions of songs produced over decades, there are only a few songs that are considered hits.

These songs are the ones widely played, appear in an official music chart, or get awarded. Artists who produce such hits create nostalgic records that will live on for many decades to come.

Just imagine what you could achieve if you had the secret to an award-winning hit song and could apply it to your brand. Would your brand be on the top of every chart and loved by millions of listeners? Consider giving your brand a unique soundtrack and get your brand in the ears of your target audience.

Here is what music can teach us about brand management and some of the fundamental must-haves to getting your brand to be a hit for your consumers:

True authenticity is important for your brand

Queen – Bohemian Rhapsody

This six-minute extravaganza is one of the most iconic and authentic songs in history. Björn Ulvaeus of ABBA said, “It was a piece of sheer originality that took rock and pop away from the normal path.”

Let’s not forget that your brand needs to be transparent and consistent. This gives consumers a sense of trust and reliability. That said, never be afraid to show your brand's unique self, even if you need to bend the traditional rules of marketing. Make noise and set new trends to make your brand shine.

Just like Queen’s Bohemian Rhapsody took rock and pop off the normal path, so too should your brand be different from your competitors.  

Be an earworm with a consistent tone of voice and brand message

Axel F – Crazy Frog

This song brings back memories. Even though some might say that this song is annoying to listen to, you certainly won’t forget it.

Memorability is one of the most important aspects of your brand. Questions to consider are: Is my brand message catchy enough? Is my brand something consumers are familiar with in their daily lives?

Here is what you can do to keep your target audience engaged:

•Make your core message memorable

•Bring in repetition and familiarity

•Keep it simple

Just like the ‘ring-ding-ding’ sound of Crazy Frog became an annoying earworm, so too should your brand get stuck in consumers’ heads.

Make your brand identifiable by storytelling

The Lumineers – Cleopatra

The story behind the song Cleopatra shows how a brand could use storytelling to create an emotional connection between customers and your brand.

Every verse of this song tells the story of a young woman’s life that easily resonates with many people. It opens the door to human connection through music.

Your brand’s storytelling should always align with your brand's core values. Authentic storytelling is an incredible way to convey your brand values and improve your brand reputation. Make your brand's story real. It leaves a lasting impression on a customer.

Take a leaf out of The Lumineers’ book and strengthen your brand with storytelling.

Create an emotional connection with your target audience

OneRepublic – Connection

As the name of the song suggests, it is about a need for real human connection. The lyrics speak to a desire to find a true partner in life.

Brands that connect with their target audience build stronger customer loyalty. This loyalty is about customers choosing not to buy from your competitors because they have a connection with your brand. Customers who feel a connection with your brand will welcome you into their homes. You can create brand loyalty not because “your product is the best” or because “you are the most affordable”, but because you connect with your audience.

Use radio as a medium to play your brand’s unique playlist

Radio is the premier medium to assist your brand in engaging with your target audience's emotions. Radio builds trust with its audience by sharing personal experiences and problems.

Ensure that you know your target audience's needs and align your strategy to awaken emotion in the hearts of your consumers. This will assist in making your brand the first choice above your competitors.  

Give your brand a unique soundtrack and leave a lasting impression on your target audience. Start off with finding your brand's authentic self and creating a unique tone of voice, then add a few key lyrics of storytelling to keep your target audience listening. Focus on the emotional connection, and then hit the replay button until everyone is singing along to your brand’s unique soundtrack.

Bianca Smit is the Brand Manager for OFM, the Sound of Your Life.

@ 2024 OFM - All rights reserved Disclaimer | Privacy Policy | We Use Cookies - OFM is a division of Central Media Group (PTY) LTD.