And when we talk about uniting music with consumption experiences, we are talking about transforming a simple purchase into an unforgettable experience for people. The customer joins the brand as a fan.
In this text we present what music branding is, its importance for building the brand-consumer relationship and how to use music to increase sales.
What is music branding?
'Music branding' is a sensorial marketing strategy that uses music to translate the associations and attributes present in the brand identity into experience, since music creates strong emotional bonds between the brand and the public.
The experience provided by music branding, along with all the other attributes offered by the brand, become an emotion for the public.
But anyone who thinks that music branding is just ambient music for stores is wrong. Knowing the musical identity of the brand, it is possible to propose several projects with the purpose of connecting customer and brand.
See some examples:
- Music Branding for Spotify – the creation of playlists on the platform allows you to relate to different consumer personas that are not always included in the soundtrack of the store;
- Music Branding for Product Marketing – betting on music to communicate a new product, collection or campaign helps to connect directly with the target audience.
- Music Branding for Brand Activation > want to build a stronger relationship with consumers through experience marketing, why not bet on music curation to translate the essence of the brand into activation?
How does music branding increase sales?
1) Creating connection with the customer
Between two very different universes, such as a brand and a customer, the connection point is given by things that both have in common, often intangible and imperceptible.
Your consumer can feel represented through the songs and artists that characterize your brand. In this way, your customer becomes your fan.
2) Modifying time spent in the environment
When a person goes to a store, even if he doesn't realize it, he is being impacted by the sound message coming from the speakers. This means that she may be being influenced to stay a little longer or to want to leave the place quickly without even realizing why that feeling.
Soundtrack speed and consumers' dwell time are directly related. The faster the music, the faster the circulation – which helps at peak moments, where a faster flow is ideal.
The opposite also happens: the quieter the sound, the calmer people walk around the establishment – perfect for a more attentive visit.
If you want people to spend more time in your store, choose quieter music or even popular music.
3) Accompanying your customer beyond the point of sale
Have you ever imagined your client remembering your brand even though they are miles away from it? This is possible through the creation of branded playlists on Spotify , a way of using music as a relationship channel on streaming platforms.
Even at home or at work, your client can listen to the brand's playlists using music streaming platforms, maintaining the connection and memory of your brand at different times of their day.
How to create your brand's musical identity
It's not just any song that will transform the customer's mere interaction with your business into an unforgettable experience.
It is fundamental that there is a specialized curatorship and that it is not limited only to the choice of songs, but to the understanding of the universe in which the brand and the public are inserted.
Information such as the brand's persona, characteristics of the usual consumer, the consumer's lifestyle, among others, are essential to set up a music branding strategy that goes beyond the point of sale.
The next step is to gather all these insights into an affinity diagram: based on the concepts of affinity, similarity, dependency or proximity, you can generate a map that will help you identify connections between themes relevant to the definition of the brand's musical identity.
To design the brand's musical atmosphere, these insights are also organized into moods: energy and mood, which will define the feelings conveyed by the songs, and time and popularity, which helps to prevent the playlist from having an unwanted predominance of well-known songs/ unknown or very old/new songs.
And it is only after this whole process that musical curatorship comes in to define which sound aesthetics match the characteristics described above. Within these aesthetics, it is important to identify the top 10 artists and their connections to compose the brand's musical spectrum.
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