Trying to build a brand? Well, the best way to make something memorable is to tap into the emotions of your potential customers. But as you do that, you need to leave there a long-lasting footprint.
So, tapping the emotions alone is not enough. Yes, the marketing may be successful during the campaign, but you want something that will remind those people of those feelings every now and then.
This is where slogans and music come in handy. Ever wondered why you can’t get that jingle out of your head or why you remember certain phrases for a long time? Well, that’s not coincidental.
It is a combination of psychology, science, and a bit of creativity, which is why music and slogans are the best power couple for improving your brand awareness.
Let’s find out more about why this combo is so effective, and learn more about how it works.
Why music is so effective in marketing?
Music is the best way to make something memorable and to tap into certain emotions or feelings. Think of it this way, music is like that friend that always knows how to push your buttons – emotionally!
It has been scientifically proven that music taps into various parts of your brain, particularly in areas responsible for memory and emotion. Have you ever thought about why you are feeling so emotional and nostalgic after hearing a tune from your childhood?
Well, marketers use the power of music to tap into our emotions, evoke certain feelings, and make the brand even more memorable. Why? Well, a good song can put you in the right mood instantly, and it can also hook you to the ad you are watching helping the brand deliver its message.
Even Nielsen did a study where the results showed that ads with music performed better in terms of recall, engagement, and emotional response.
Let’s take the casino industry for example. They use music to affect how people play. Also, those coin-dropping sounds and tingling jackpot melodies are there on purpose. They tap into our brain to a point where we are hooked to the machine hoping that a big win is just around the corner.
But suppose you prefer a quieter, more strategic gaming experience. In that case, platforms like Ignition Online Poker offer an engaging alternative where focus and strategy take center stage over flashy sounds and visuals.
In fact, music in advertising can boost brand recall by up to 80%. That’s right – 80%! The rhythm, melody, and lyrics help embed the brand into your brain like a catchy earworm you can’t shake.
Emotional connection is key
Some marketers use music to hook you to watch the ad, which is usually not the point. Music if used the right way is the best way to set up your potential customers in a certain state (feeling) before they watch your ad.
In other words, music is used to tap into our emotions, and a study says that people are more likely to buy a product if they feel an emotional connection to it.
Think of Coca-Cola’s classic Christmas commercials, although there were a lot of talks that the recent Christmas commercials were made using AI. The music evokes warmth, joy, and nostalgia. Suddenly, you’re craving a Coke and a cozy fireplace, even if you’re sweating through summer.
Slogans: your brand’s 5-second elevator pitch
Now, let’s talk about slogans—the compact, punchy phrases that encapsulate a brand’s identity. A good slogan is like a tiny but powerful spell. It sticks, resonates, and most importantly, makes you remember the brand long after the ad is over.
A Manifest survey revealed that 50% of consumers rely on slogans to understand a company’s purpose, compared to only 7% who rely on logos. This means your slogan isn’t just a nice-to-have; it’s a make-or-break element in how your brand is perceived.
What makes a good slogan?
A good slogan is:
- Short and Sweet: You want something people can say in one breath.
- Memorable: If it doesn’t stick, it’s useless.
- Aligned with Your Brand: Your slogan should reflect what your brand stands for.
- Emotionally Evocative: It should make people feel something.
Think of slogans like:
- Nike – “Just Do It.” Motivational, direct, and universally relatable.
- McDonald’s – “I’m Lovin’ It.” Simple, fun, and positive.
- Apple – “Think Different.” A call to the creative rebels.
These aren’t just phrases; they’re mini-missions.
When music and slogans join forces
Individually, music and slogans are effective. But together? They’re a powerhouse. Imagine a catchy tune paired with a snappy phrase—it’s like giving your audience a double shot of brand recall.
For example:
- McDonald’s doesn’t just have “I’m Lovin’ It”—it has that unmistakable five-note jingle. You probably just hummed it in your head, didn’t you?
- Nationwide Insurance uses “Nationwide is on your side” set to a simple, melodic tune that’s reassuring and memorable.
- Kit Kat’s “Give Me a Break” slogan is paired with a jingle that practically begs you to snap into a chocolate bar.
These combos work because they engage multiple parts of the brain. The music taps into emotion and memory, while the slogan reinforces the message. It’s like a one-two punch to your consciousness.
The psychology of recall
When you combine an auditory element (music) with a linguistic element (slogan), you create what’s called dual coding. This means your brain is processing the brand message in two different ways at the same time, making it more likely to stick.
Studies by Kantar have shown that ads with both music and a slogan can increase brand recognition by 14 points compared to those that use just one or the other. It’s like giving your brand message two tickets to your brain’s VIP section.
Final words
So, how can you create your own winning combo? Well, it’s not just about experimenting. It’s about knowing your audience and their emotional state when buying your products. You also want to keep it simple and try to make sure that it will align with your brand identity.
