A good story sticks with us, it makes us feel connected to others, it might even bring a tear to the eye. Brands use this to their advantage.
Think about a sports shoe advert, where rather than spotlighting the shoes, we’re uplifted by the triumphant testimony of an athlete overcoming the odds. Or picture a jeans commercial showing us modern-day cowboys, roaming the open plains. Brand storytelling places the consumer at the heart of their narrative and connects customers to an ad.
That athlete might sound unbeatable with some victorious brass behind it; and those cowboys definitely need a twanging guitar to make them sound the part. Music defines characters and identities, so how can you compose the soundtrack that will elevate a brand’s narrative to cinematic heights? Here’s a crash course on how to give a brand narrative a soundtrack worthy of a Spielberg masterpiece.
Start with defining what the brand sounds like. Who is the target audience? Perhaps you want upbeat happy guitars to target families looking for a new exciting cereal for their kids? Or maybe a sleek, luxurious heritage brand, looking to emphasize their rich history with some classic strings? Just as a painter selects the colours they’re going to use, a precise palette of genres and instruments can really help you paint a clear portrait of the brand.
Every story has characters, a beginning, a middle and an end – music can act like chapters, helping to segment the story. An advert for a bank might show someone’s financial hardship through an emotional piano line, before empowering us through rousing strings as we understand how they can help us. The soundtrack lets us know that when we need them, they will be by our side, ready to help. A cohesive sonic palette can guide us through the emotions of these individual tales within the lore of the brand narrative.
From the visuals to the slogans to the music, a good brand story needs a consistent identity. Understand the musical personas of the characters and settings used in the brand’s adverts. Who are these people? How do they reflect the consumer? How can the soundtrack help tell their stories, and therefore the brand’s? A good story can be woven into every part of the brand’s essence, from the jingles to the soundtrack, and even to the sound effects you use. Synergy between all the working parts – from genre to instruments to the mood – creates a story that is cohesive and representative of who the brand is.
Using storytelling is a powerful way to advertise a brand, and every good story needs a good soundtrack. From a signature piano arpeggio, to an epic rock song, to a sultry romantic vibe, sticking to a sound that represents the visuals, the customer and the client can transform how people connect with a story. Implementing the techniques covered in this article you can compose the music that will transform an advert into a story – evoking emotions, enhancing engagement, and immersing us into a compelling brand narrative that resonates deeply and lingers long after the story ends.
Find out how you can join Viral Music’s team of composers here, and become part of the narrative of a large network of brands.
