Music, Magic, Muchness.
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What is it about you or your brand that makes people want to dance? We spoke briefly about selling the drama and how important winning the hearts of your audience is, but you also need a method for doing this.

Think of this method as your soundtrack. 
The world is, after all, one infinite playlist. (What? You didn’t know? C’mon, EVERYBODY knows that!)

Can YOU put a soundtrack to everything you do, or the way you do it?

A few days ago, I had to sit through a meeting with some quite important people. Initially the thought of it was exciting and intriguing, but after the 1½ hour presentation (or rather 2 hours, since they were ridiculously late) I was left confused and tired with a splitting headache. The presentation was filled with information that did not really focus on what we were there for. The presenter seemed to enjoy talking and listening to himself talking. (Yeah, that does sound a bit rude…)

I, on the other hand, imagined him suddenly breaking into a song and throwing us all off centre. Needless to say, I felt a bit out of place like a mad scientist in a room full of account executives. All I could focus on in this 2-hour nightmare was tapping my feet accurately to the tune of “footloose” and using my jedi powers to stop my stomach from grumbling. My point is, there was no “rhythm” keeping me in tune with the unfolding “drama”. No method of engaging me. No soundtrack and absolutely no magic.

“Those who hear your music will remember how to dance.”

You know when watching a movie, even if we’re not consciously listening to the soundtrack, it is there, channeling our emotions, guiding us through the story. It adds some depth to the drama being presented. Imagine how bland a movie would be without it.

Other examples would be coffee shops and fast food joints. Coffee shops play slow, soothing sounds to keep you relaxed and, in so doing, keep you sitting there buying more coffee. Fast food joints normally opt for faster, more upbeat music, influencing the speed at which you eat so that you can leave quicker, making the table available to the next bunch of people. These are some literal examples but the concept behind it remains the same for your brand.

When you take a look at everything you have worked out for your brand, think about how you would like it all to flow. What type of playlist or soundtrack will it have?

~~~ About the contributor ~~~

Sedick Sasman is a independent creative contractor based in South Africa. His goal is to help other small businesses/ start-ups to get their message out there. He believes that a successful brand combines it’s vision, creative strategy and design into one meaningful and impact-full force. To find out more, visit his site www.substance-creative.co.za

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