*The following is an excerpt from the book Brands Win Championships*
Traditions can be born out of the simplest things—even things like entrance music. Virginia Tech football and their “Enter Sandman” by Metallica entrance is a great example. I love what the Hokies have done. By being consistent with their entrance music, they’ve created a tradition. There are few stadiums that get as loud as Lane Stadium before the hometown Hokies run onto the field to one of the most recognizable heavy metal songs of all time. Music selection has a lot to do with that.
My suggestion to you and your school would be to find a song with similar energy to play before your team leaves the tunnel—but take it one step further. Find a song that not only has energy but also contributes to your brand story. I’m not sure what “Enter Sandman” has to do with Virginia Tech; it may have a deeper meaning than I am aware of. However, if it doesn’t, there is a brand-building opportunity being left on the table. Remember that everything you do should contribute to building your identity. Find a song with energy, find a song with meaning, and start building that tradition.