Secret tools and hacks

January 29, 2024

Last update


05 MIN.

Music and Brand Awareness: How to Use Music to Strengthen Your Brand in Social Media Videos?

In this article, we will explore how to effectively use music to strengthen your brand in social media videos and create a lasting impact.

Marie Kelchlin

Marie Kelchlin

Music and Brand Awareness: How to Use Music to Strengthen Your Brand in Social Media Videos?

In today's digital marketing landscape, social media videos play a crucial role in building brand awareness and connecting with audiences. While visual elements and messaging are vital, one often overlooked aspect of social media videos is the choice of music for your social media strategy. Music has the power to evoke emotions, set the tone, and reinforce your brand awareness. 

In this article, we will explore how to effectively use music to strengthen your brand in social media videos and create a lasting impact.

Let’s get started!

1. Understanding Your Brand Identity

Before diving into selecting music, it's essential to have a clear understanding of your brand identity. Consider the values, personality, and target audience of your brand. Is your brand youthful and energetic or sophisticated and elegant? 

Are you targeting a specific demographic or a broader audience? 

Defining your brand identity will provide a solid foundation for selecting music that aligns with your brand's essence.

Source: Canva

2. Consistency and Cohesion

Consistency is key when it comes to building a strong brand identity. 

The music you choose for your promotional and social media videos should be consistent with your brand across all platforms. Consider creating a sonic brand guideline that outlines the type of music, genres, and specific characteristics that align with your brand. This ensures that the music used in your videos creates a cohesive and recognizable brand experience for your audience.

3. Reflecting the Brand Values

Music has the ability to convey emotions and evoke specific feelings. Leverage this power to align your music choices with your brand values. If your brand focuses on sustainability and eco-friendliness, consider using music with natural or organic elements. For a brand associated with innovation and technology, opt for modern and futuristic soundscapes. By selecting music that reflects your brand's values, you strengthen the connection with your target audience.

At Iconosquare, for example, the music on our podcast, which is also promoted on social media (Reels), reflects our values and our brand identity. We've put a lot of work into representing our brand image through tailor-made audio.

Source: Iconosquare Instagram

4. Setting the Right Tone

The tone of your social media videos should match the desired message and brand perception. Music can play a significant role in setting the tone and atmosphere. For example, upbeat and energetic music can create a sense of excitement and urgency for a product launch or sale. Alternatively, calm and soothing music can evoke a sense of tranquility and relaxation for a wellness or lifestyle brand. Aligning the music with the intended tone helps reinforce your brand's messaging and enhances viewer engagement.

5. Creating Memorable Brand Associations

When a particular song or sound becomes associated with your brand, it can create powerful brand recognition and recall. Consider incorporating a signature jingle or musical motif into your social media videos. This unique musical element can become synonymous with your brand and instantly trigger brand associations in the minds of your audience.

Creating a memorable musical identity helps differentiate your brand from competitors and fosters a deeper connection with your audience.

6. Licensing and Copyright Considerations

While using music to strengthen your brand, it is crucial to respect copyright laws and obtain proper licenses for the music you use in your promotional and social media videos. Seek out licensed music libraries, and royalty-free platforms, or work with composers to ensure you have the legal right to use the chosen music. This protects your brand from potential legal issues and allows you to use the music seamlessly across various platforms.

7. Brand awareness and brand identity

Brand awareness is crucial when building a brand identity because it lays the foundation for how consumers perceive and recognize your brand. Here are several reasons why brand awareness is important in the context of brand identity:

  • Recognition and Differentiation: Brand awareness helps your target audience recognize your brand among competitors. When consumers are familiar with your brand, its logo, colors, and messaging, they can easily differentiate your brand from others in the market. This recognition creates a distinct identity for your brand, making it easier for consumers to identify and recall your products or services.

  • Trust and Credibility: Building brand awareness establishes trust and credibility with your audience. When consumers consistently encounter your brand through various touchpoints, such as advertising, social media, or word-of-mouth, they develop a sense of familiarity and reliability. This familiarity fosters trust, as consumers are more likely to choose a brand they recognize and perceive as reputable.

  • Marketplace Influence: Brand awareness gives your brand influence in the marketplace. When consumers are aware of your brand and have positive associations with it, they are more likely to consider your offerings when making purchasing decisions. Increased brand awareness allows your brand to exert influence, shape consumer preferences, and potentially gain a competitive edge in the market.
Source: Canva

8. Using the right tools for your social media videos

By utilizing the right music platforms and social media management solution, you can gain time and be more effective in creating the perfect social media video that will impact your audience. For that it’s time to try a social media tool such as Iconosquare, which will help you understand your social media strategy, where you're going, study your audience thanks to in-depth social media statistics, the pattern of your audience and when they're most online with the best time to post feature. But this tool will also allow you to see your competitors' strategies, plan your videos in advance on Instagram and TikTok and have automatic reports on your performance sent straight to your inbox!

Surround yourself with good music tools such as Envato, which allows brands to gain access to an extensive music library, high-quality tracks, licensing compliance, flexible pricing options, easy integration, and the benefits of a supportive community. These factors make Envato a compelling choice for brands seeking to elevate their videos with compelling and rights-cleared music.

Here are the benefits of using a music platform for your brand:

  • Extensive Music Library: Envato offers a vast and diverse music library with a wide range of genres, styles, and moods. It provides brands with an extensive selection of tracks to choose from, ensuring that they can find the perfect music that aligns with their brand identity, message, and target audience.
  • Quality and Professionalism: Envato prides itself on curating a collection of high-quality, professionally produced music tracks. Their library includes music created by talented composers, musicians, and producers, guaranteeing that brands can access top-notch music that enhances the overall quality and impact of their content.
  • Licensing and Copyright Compliance: Envato ensures that all the music in its library is properly licensed, allowing brands to use it in their projects without worrying about copyright infringement. By using Envato's licensed music, brands can confidently include music in their videos while adhering to legal requirements.

  • Flexible Licensing Options: Envato offers flexible licensing options to cater to the diverse needs and budgets of brands. They provide various licensing tiers, including standard licenses for general use and extended licenses for more specific commercial purposes. This flexibility enables brands to choose a licensing option that aligns with their specific requirements and budget.
  • Easy Integration with Creative Projects: Envato makes it easy for brands to integrate music into their creative projects. Their platform provides a user-friendly interface that allows for quick searches, previews, and downloads of music tracks. This streamlines the process of finding and incorporating music into brand videos, saving time and effort for content creators.
  • Community and Collaboration: Envato fosters a vibrant community of artists, composers, and content creators. This community aspect can provide networking opportunities, collaboration possibilities, and even access to exclusive tracks or services. Brands using the Envato music platform can benefit from engaging with this community, fostering creativity, and potentially forming valuable partnerships.
  • Regular Updates and New Releases: Envato regularly updates its music library with new releases and tracks. This ensures that brands have access to contemporary and up-to-date music choices, enabling them to stay current with the latest trends and maintain a fresh and engaging presence in their videos.
  • Cost-Effective Solution: Envato offers cost-effective solutions for brands by providing affordable pricing options. They offer individual track purchases as well as subscription-based plans, allowing brands to choose the pricing model that best suits their budget and usage needs. This cost-effectiveness makes Envato an attractive option for brands looking to access high-quality music without breaking the bank.
  • Supportive Customer Service: Envato provides excellent customer service to brands and content creators. Their support team is readily available to assist with inquiries, licensing questions, and technical issues. Having reliable customer support ensures that brands can address any concerns or challenges they may encounter during their music selection process.


Incorporating music into your promotional videos goes beyond simply providing a pleasant auditory experience. It is a strategic tool that can reinforce your brand identity, evoke emotions, and create lasting impressions. 

By understanding your brand identity, maintaining consistency, reflecting brand values, setting the right tone, and creating memorable associations, you can effectively use music to strengthen your brand in promotional videos. 

Remember to approach music selection with care, keeping copyright considerations in mind, and craft a sonic experience that resonates with your audience and leaves a lasting impact on your brand.

the writer
Marie Kelchlin

Marie Kelchlin

Content Manager @Iconosquare

Marie Kelchlin is specialized in digital content creation. After starting out as a social media freelancer, she joined Iconosquare over three years ago as Social Media Manager for the management of their international social media. Based in Berlin, she has now evolved to Content Manager and is in charge of all the digital content offered by one of the pioneering Social Media Management solutions. 

Free Instagram Audit

Is your Instagram Business account well-optimized? Run a quick audit courtesy of Iconosquare.

Free Instagram AuditRun my audit

for weekly updates

Get your weekly dose of quality content in the form of blog articles, podcast episodes and expert tips and tricks. Why hesitate? Sign up now!

Thank you !
Oops! Something went wrong while submitting the form
Emily Marsh
Icon ESm2

Discover our podcast

Every week, Emily interviews top brands, renowned influencers, and hidden agencies with one goal in mind: to understand what happens backstage of their social media strategies.

Listen to esm2
Social Media Calendar

Social Media Calendar

Get your hands on our free, downloadable 2022 Social Media Calendar with over 250 trending dates, all preloaded and ready to use.

Download for Free
Customer stories

Customer stories

Read about how other business, agencies and entrepreneurs were able to level up their social media game with the help of powerful analytics and expert strategies.

Inspiration this way
YouTube tutorials

YouTube tutorials

Need a hand using the multiple features Iconosquare has to offer? Wondering how you can use them to maximize your perfromance on social media? Check out our tutorials on YouTube.

Best pratices

How do you perform on social media?

Find out in a minute using our audit.

How data-driven social media marketers get the job done