What Music Can Teach You About Branding
Recently, I spotted an old bumper sticker for WHFS, one of the first “college radio” stations on the east coast.
99.1 out of Annapolis, MD was a terrific way to be introduced to new music in the late 80s, and placing that sticker on your car, guitar case, dorm wall—or anywhere others could see it—branded you as a specific kind of music fan.
Seeing those call letters got me thinking about how my love for music helped me understand branding.
So what does music have to do with branding? Simple. Music connects people. Effective branding does the same exact thing.
Great bands don’t just make music, they say something meaningful. Early on, U2 sang about apartheid. If you believed in what Bono proclaimed, you became a fan. But emotion alone doesn’t create success. The same is true of a brand. The Sex Pistols believed in chaos. Turns out chaos didn’t lend itself to good songwriting and the band produced only one album … ever.
Bands (and brands) “sell” by telling passionate stories that people relate to.
Your brand is a feeling. It must connect with audiences through authentic storytelling that effuses emotion around its true value.
Musicians’ appearances have always clued people into the music. Back in the 80s, there were sleeveless t-shirts and tie-die bandanas, padded-shoulder blazers and buckled, black leather jackets, Doc Martins and Chuck Taylors. Hair was piled high, mohawk’d, waxed back, pony tailed and shagged out.
WHFS helped generate interest in new music, but so did Rolling Stone and MTV. Photos and videos of bands are almost as important as the music itself. Back then there was Mike Ness’ throwback punk style, Edie Brickell looking, well, bohemian, and Flea wearing nothing but a tube sock. And if a band made the cut—looked great and sounded even better—crowds would flock to see them live.
Live performances are the ultimate test of a band’s legitimacy and are how fans truly connect with a band. The same holds true of brands. Concerts and bar gigs are filled with an outpouring of energy that everyone feels. Great bands have something special when they perform and fans who see them will talk about their experience forever.
Bands (and brands) that “sell” look great and are superior performers.
Your brand is defined by perception. It has to look and sound amazing, and when audiences show up, it must deliver an exceptional experience that people will be excited to share.
These are just a few things music has taught me about building successful brands. Consider them when you’re developing strategies to generate awareness and create engagement. They might just help you connect with audiences who become screaming fans wanting more.
Written by Joe Cliber, Principal of Creosote Affects
Creosote Affects is a leading marketing and branding firm in education—partnering with schools across the nation.