Making Music, Not Noise — Method for Outstanding Branding
Making Music, Not Noise — Method for Outstanding Branding
Discover the art of crafting brand messages that resonate deeply and linger in your customers’ minds.
Born and raised in Dhaka, the capital of Bangladesh, my ancestral roots trace back to Kolkata, West Bengal, now a state of India. While many Bangladeshis have rural ancestral homes they visit, my upbringing was entirely urban, limiting my exposure to rural life.
However, as a teenager, during my uncle’s wedding in a rural area of Khulna district, I witnessed the beauty of Bangladesh for the first time. Dhaka, the most densely populated major city globally, conceals the fact that Bangladesh is also one of the greenest and most arable countries. The abundance of greenery and fresh air was a revelation.
Staying in a tin-shed house, we experienced the warmth and hospitality of rural people firsthand. Their genuine friendliness and eagerness to serve our family confirmed what I had heard about rural Bangladeshis.
Among the many beautiful experiences, one thing that caught my attention was the “puthi.” For those unfamiliar, puthis are written accounts of fairy tales, religious or historical stories dating back hundreds or even thousands of years. They are presented as poems with a musical tone to captivate the audience. People gather in circles to hear these stories from the past.
I was puzzled why storytelling took the form of poetic singing instead of regular narration. As a teenager, I inquired about it, but my relatives couldn’t provide a satisfactory answer.
Poetic storytelling has been prevalent not only in various cultures but also in religious scriptures like the Vedas, which are a collection of poems and hymns. The first novel published in Bengal, “Alaler Gharer Dulal” in 1858, marked a shift from the poetic tradition that dominated storytelling until then.
The question arises: Why did broader storytelling emerge so late while poetic storytelling thrived for millennia? The answer lies in the memorability of poetic forms. Their simple, rhythmic structure and concise storytelling make them easier to retain than prose.
This musical approach to storytelling enabled audiences to remember stories without forgetting details. This powerful method allowed the Vedas to be preserved orally and passed down through generations for unknown ages.
My civilization utilized this method for centuries, transmitting stories verbally without written scriptures. As mentioned earlier, the Vedas are believed to have always existed and were orally transmitted until their written form in Sanskrit between 1500–500 B.C.E.
Even today, this ancient poetry remains alive and will continue to endure.
So, what does all of this have to do with branding? Quite a lot, actually. There’s a similar method to make your business’s branding story last for centuries.
I firmly believe in the philosophical adage:
“Seek not just what is, but what was, for within the echoes of time lies the spark of the new.”
In simpler terms, “If you want to invent something in the present, look to the past.”
Poetry isn’t just a memorization tool; it has shaped the world as we know it. As mentioned earlier, many religious scriptures were poetic verses, but that’s not all.
Ancient Greek poetry gave us epic poems like the Iliad and the Odyssey, foundational texts of Western literature.
The ghazal, originating in Persia and widely adopted in South Asia, has deeply impacted culture.
Sufi poets like Rumi, Hafiz, and Kabir have profoundly influenced spiritual and cultural life in the Middle East and South Asia. Their poetry, exploring themes of divine love, mysticism, and the human connection to the divine, is integral to Sufi practices and continues to inspire globally.
The Renaissance, the starting point of the modern age, adopted ancient Greek and Roman writing styles to create poetic forms like the sonnet, which we still cherish today.
Like poetry, which is simple, rhythmic, memorable, and tells a story in a concise tone, branding has a method to achieve the same. You will learn this simple yet groundbreaking way to make any message resonate. But first, let’s understand why most brand messages fail to connect.
Understanding “Don’t Waste Your Potential Customer’s Calorie”
Did you know that reading can be tiring? You’ve likely experienced this while reading a book. Reading demands sustained attention and focus, which can lead to mental fatigue. The brain actively processes information, decodes words, and constructs meaning from the text. This continuous mental effort can be exhausting.
However, when you read something much shorter yet comprehensive, you remember it easily and don’t feel as tired as you would with a book.
The first thing many beginners’ founders miss is that brain activity, like physical activity, consumes energy. If your message isn’t concise, people will move on to another brand.
Now, you might be wondering, “Nobody makes a brand message longer than a book, so why do some branding voices fail to attract customers?” The answer is noise.
Make Music, Not Noise
Music and noise are both forms of sound, but they differ in structure, organization, and perceived effect. You know what noise sounds like: traffic, car alarms, and countless other irritating things that make us wish they would stop. Noise can severely affect the immune system and lead to physical and mental disorders, including noise-induced deafness, sleep disorders, cardiovascular diseases, endocrine diseases, and more.
In contrast, music stimulates the body to produce immunoglobulin A, an antibody that helps the immune system fight viruses and foreign invaders. Beyond the immune system, music or pleasant sounds, like nature sounds, significantly aid in combating physical and psychological problems.
Both are sounds, but their effects are entirely different.
This principle applies to branding messages. When you elaborate on your brand identity or sales pitch, it shouldn’t confuse or irritate potential customers. They shouldn’t struggle to understand how you’ll provide solutions for them. Such brand identities create noise, repelling customers in seconds.
You don’t need to spend a fortune on websites, teams, or marketing. If you know how to solve your users’ problems, a good brand message will convert customers, regardless of where you promote your product.
Your branding message should be easy and enjoyable for your target customers to read. The title and supporting paragraphs should be clear enough that they immediately understand what your product does, how they are the hero, and how you, as a supporting character, will guide and provide solutions for their problems.
Don’t worry about explaining this in just a few sentences; I’ll delve into the details in the following points.
But here are some examples to illustrate:
Let’s take a look at Vesto’s hero text and subtext. Pretty simple, right? Even though both sections convey the same message: “one.” This “one” reflects that all your financial management needs, like cash information, transactions, and payments, can be done within a single dashboard. This assures customers that all the problems they face in financial management can be solved with this one product, saving time and simplifying their lives. The last sentence I wrote didn’t come from them, but my instinct told me this problem would be solved. You see how easily they introduced their whole feature set without needing to see the product itself.
Another example comes from Notion HQ. I love their products. For those who don’t know, Notion is a master of branding and has built a devoted fanbase in the tech world. Their newest product is Notion Calendar, which I use to manage tasks, schedule, and more. Notice how the hero title simply says, “It’s time.” Nothing fancy, right? Well, it shouldn’t be, because Notion employs a philosophical branding strategy. It’s a psychological approach that convinces customers of a universal truth, a slogan that everyone can relate to and that’s beyond argument. In Notion Calendar, “It’s time” reflects not only that it creates hourly, weekly, or monthly plans within your calendar, but also that it’s time to get out of bed, start planning in Notion Calendar, and be productive. This is the power of Notion’s branding, making everyone feel motivated to take action.
Countless companies we use, and love have used this method. Nike’s “Just do it” is more than a slogan; it’s a call to action to overcome obstacles and achieve personal goals. Apple’s “Think Different” challenges the status quo and pushes the boundaries of innovation. Dove’s “Real Beauty” campaign features diverse women of all ages, shapes, and sizes, focusing on building self-esteem rather than promoting unrealistic ideals.
Check for yourself and let me know in the comments how many more you find.
The Method: Branding That Reflects Every Problem Your Customer Faces
There are three types of problems a person can face in their life:
External problems: These issues originate outside of oneself and are often tangible and easier to define. For example, if you own a car repair shop, the external problem you solve is fixing a broken car or replacing a flat tire. These problems happen to your customers outside of their personal space.
Condition of car as an external problem Internal problems: These stem from within a person and are related to their thoughts, emotions, or motivations. In the case of your car repair shop, while the customer’s external problem is a broken car, their internal problem might be the frustration and inconvenience of dealing with recurring car issues.
Hassle of maintaining a car is an internal problem Philosophical problems: These are deeper questions about existence, knowledge, and values. Don’t be intimidated by the definition; it’s quite simple to understand. In your car repair business, the customer’s philosophical problem could be whether they can trust you and your expertise. They might question whether they should repair their old car with you or buy a new one. They might also wonder how much control they have over their car’s health and whether they have to rely on mechanics all the time.
Now, based on these problems, let’s create a brand slogan and subtext for your car repair shop. Let’s recap the problems your customers face:
External problem: Car is broken and needs fixing.
Internal problem: Maintaining a car can be a hassle.
Philosophical problem: Can they trust you? Will you make the car last? Can they have more control over their car’s condition?
Considering these problems, I have crafted the following slogan and subtext:
“Drive with Confidence, Always.”
From fixing flats to engine repairs, we ensure your car is road-ready. We understand the frustration of constant car issues and aim to provide peace of mind with every service. Trust in our expertise and dedication to keep your car in top shape, so you can focus on the journey ahead.
Let’s break this down:
Slogan Breakdown:
“Drive with Confidence, Always.”
Addresses External Problems: “Drive with Confidence” assures customers that their immediate, tangible car issues will be resolved. Whether it’s a flat tire, engine trouble, or routine maintenance, the slogan promises that their car will be in capable hands.
Addresses Internal Problems: The word “Confidence” speaks directly to the internal worries of customers. It implies that they can rely on the shop to alleviate the stress and frustration that comes with frequent car troubles. It suggests peace of mind, indicating that customers can trust the shop to handle their vehicle’s needs effectively.
Addresses Philosophical Problems: “Always” reinforces the idea of dependability and long-term commitment. It speaks to the deeper concern of trust and reliability, suggesting that the shop is a consistent, reliable partner in the customer’s car care journey. It reassures customers that they can depend on the shop not just for one-time fixes, but for ongoing support and expertise.
Now, let’s examine the subtext of the brand.
Subtext Breakdown:
“From fixing flats to engine repairs, we ensure your car is road ready. We understand the frustration of constant car issues and aim to provide peace of mind with every service. Trust in our expertise and dedication to keep your car in top shape, so you can focus on the journey ahead.”
Addresses External Problems: “From fixing flats to engine repairs, we ensure your car is road ready.” This line clearly communicates the shop’s ability to handle a wide range of tangible car issues. It reinforces the slogan’s promise that customers can drive confidently, knowing their vehicle has been properly serviced.
Addresses Internal Problems: “We understand the frustration of constant car issues and aim to provide peace of mind with every service.” This part of the subtext empathizes with the emotional burden customers feel when dealing with recurring car problems. It connects with customers’ internal struggles and offers reassurance that the shop will alleviate these frustrations, aligning perfectly with the “Confidence” aspect of the slogan.
Addresses Philosophical Problems: “Trust in our expertise and dedication to keep your car in top shape, so you can focus on the journey ahead.” This addresses the deeper concerns customers have about trust and long-term reliability. It emphasizes the shop’s commitment to high-quality service and building a trustworthy relationship, ensuring customers feel confident not only in the immediate service but also in the ongoing care of their vehicle.
You can use this method for an infinite number of business ideas and create a brand that resonates with customers like music, not noise. When you craft slogans and subtexts using this method, you open up all sorts of possibilities to break down each problem and tell a story about it to the customer.
Use this as a website hero section or create individual website sections that address the problems your customers face and how you provide solutions. Even if your business doesn’t have a digital presence, you can still connect with and empathize with your customers by creating simple yet outstanding branding messages using this method.
I hope this knowledge has given you the simplest essential method of branding. I plan to delve into more in-depth and complex methods so that everyone can acquire branding and marketing skills without spending thousands of dollars. Next up, I will discuss another important realization for those who don’t know: “Every brand needs a villain to prosper.”
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I hope this insight proves valuable to you. I am a SaaS product designer working to elevate multiple products, and in my spare time, you could call me a “SaaS enthusiast” and critic who enjoys exploring the creations of others. I will share insights about tools, branding by designers, and more. So, don’t forget to follow me and subscribe to my newsletter to receive the latest articles.
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Music is made with instruments and voices. Not a computer….