Mitch Bishop, CMO at Cloud cover music
It is well documented that branding affects the general public perception of a company. While many companies focus solely on the visual aspects of their brand, the most successful brands take a holistic approach to creating a complete brand experience.
An auditory identity is a critical, but often overlooked, part of a successful brand, especially for retailers, restaurants, and all brick and mortar businesses. Music is a powerful marketing tool and it is the right thing to do The choice of music has a significant impact on brand perception and customer experience.
How Music Choices Contribute to Your Brand.
Music triggers emotions that contribute to a strong brand experience. The right music for a brand can create positive associations and evoke the desired emotional response from consumers.
Music affects branding in a number of ways:
Attracts the ideal customers.
Music Attracts Consumers Like the images of a brand. Using the right music with a target audience can help reach potential customers on a deeper level while increasing the overall positive experience of the brand.
Determining the right music depends on both the brand’s target audience and the intended response. Customizing a brand’s music choices based on these factors is essential.
Creates a brand atmosphere.
Banks, restaurants, grocery stores, medical practices – wherever customers gather – can benefit from the use of music at their location. Music creates an ambience and atmosphere and sets the tone for the entire customer experience. For example, soothing, slower music increases dwell time, while optimistic music reduces perceived waiting times.
It is important to note that the wrong type of music can have the opposite effect. For example, playing heavy metal music in a spa would create negative brand association and prevent customers from returning.
Increases brand awareness and recognition.
Consumers associate the songs they hear in commercials and in physical locations with the brands they use. Popular examples include the iPhone’s soothing sound when sending an email or the optimistic drumming when the 21st Century Fox logo appears on a movie screen.
The same concept applies to the use of popular music. The choice of Nike for the “revolution” of the Beatles or the use of “Fly Me Away” by Kindle immediately resonated with the target groups and creates a connection to their brand.
Promotes customer loyalty.
Music has different effects on the brain. Listening to music promotes the release of dopamine, the hormone used to feel good, as well as to increase focus and improve memory. This chemical reaction in the brain helps customers associate your brand with a positive experience.
Because people are connected to music on an emotional level, Choosing the right music for your brand creates a positive association and increases retention time, sales and regular customers.
Enhances the brand experience.
Just like the use of logos and other visual elements, auditory marketing creates a cohesive brand experience. Successful brands offer customers a consistent and deliberate experience. Adding auditory stimulation means a general sensory experience that elicits both emotional and psychological responses.
Creates an intercultural connection.
Music is that “universal languageGive us the opportunity to communicate and influence emotions regardless of the spoken language. Using certain titles on purpose for an international audience is a powerful tool. The choice of music plays a role in connecting with consumers from different countries and cultures and creating a mutual bond.
Increases employee morale and productivity.
Employees in a workplace can also benefit from the right music, which in turn has a positive effect on the company’s bottom line. Music has been shown to increase focus, accuracy, and productivity, and reduce stress in the workplace.
In addition to increasing workplace performance, music can contribute to the general well-being of employees and play a role in lowering blood pressure and cortisol levels. One study shows that listening to music while working leads to an increase in morale and energy up to 61% of employees.
How does your brand sound?
Sensory marketing plays an essential role in branding and speaking to a target audience. Whether the intent is to influence an action like increasing dwell time or buying activity, or evoking emotions like excitement, melancholy, or determination, music is a limitlessly powerful branding tool.
Music choices enable brands to create a cohesive customer experience that aligns with their values, long-term strategy, and intent. Choosing the right music is critical to achieving these goals.
Mitch Bishop is CMO at Cloud cover music, a rapidly growing corporate streaming music service based in Los Angeles. Mitch has held senior marketing and sales roles at CloudPassage, Moovweb, iRise, Sybase, and other fast-growing startups, and is a published book author.