TL:DR
This article explores the impact of bespoke, emotive music branding to create emotional connections with consumers, enhancing brand identity and increasing Return on Investment.
What is Audio Branding?
Audio Branding is not about having music play as your company logo animates across the screen. It’s not the ‘Da Dum’ of the Netflix logo. It’s not even the ‘5 whistling notes’ at the end of the McDonald’s adverts.
Yes, all of those things are ‘audio’ and all of them are associated with a ‘brand’. But having a catchy piece of music is not what Audio Branding is about.
What do I mean?
Audio Branding is the strategic use of sound to enable people to positively differentiate a product or service, enhancing recall, creative preference, build trust and most importantly, increase sales and marketing ROI.
You see, Audio Branding is more than just the music….it is the strategic intention behind the music.
This is a bit like the font you use on your website, or the colour in your logo….you chose them to signify something, to communicate something about you, your story, your company and ultimately, your brand.
It is the same with Audio….it means something to people, it communicates to them, it tells them that ‘people like me do things like this.’
The Benefits of Music in Branding
Music plays a crucial role in your brand (even if you don’t use it) as it has the ability to evoke emotions and create a strong connection with the audience. Whether it's a jingle in a commercial or a theme song across all your media, music has the power to capture attention and leave a lasting impression.
By using music strategically, brands can enhance their brand identity and stand out in the market.
One of the main benefits of using music in branding is its ability to create a unique and memorable experience for consumers. When a brand consistently uses a specific song or music style in its advertisements or promotional materials, it becomes associated with that brand in the minds of consumers. This association helps in building brand loyalty and increasing brand recognition, which increases ROI.
Moreover, music has the ability to convey the personality and values of a brand. Different genres and styles of music evoke different emotions and can be used to communicate the desired brand image. For example, a luxury brand may use classical music to convey sophistication and elegance, while a sports brand may use upbeat and energetic music to convey a sense of excitement and action.
Music tells your audience that, ‘People like me do stuff like this.’
In addition, music can also create a sense of nostalgia and bring back positive memories associated with a brand. When consumers hear a familiar song or melody, it can trigger emotions and memories related to the brand, creating a sense of familiarity and connection. This emotional connection helps in building trust and loyalty among consumers.
Understanding Consumer Behavior and Music
To create an emotional connection with consumers through music, it is important to understand their behavior and preferences. Music has the power to evoke different emotions and can influence consumer behavior in various ways.
Research has shown that music can affect consumers' perception of a brand and their willingness to engage with it. For example, upbeat and catchy tunes are often associated with positive emotions and can create a sense of excitement and happiness. On the other hand, slow and soothing music can create a sense of calmness and relaxation.
It is always important to consider the target audience when selecting music for branding purposes. Different demographic groups may have different musical preferences and respond to music in different ways. By understanding the preferences and behaviors of the target audience, brands can choose music that resonates with them and enhances the overall brand experience.
Furthermore, the context in which music is used also plays a role in consumer behavior. For example, music in commercials or advertisements can influence consumers' perception of the brand and their decision to purchase a product or service. By selecting music that aligns with the brand message and target audience, brands can create a more impactful and persuasive marketing campaign.
Choosing the Right Music for Your Brand
Choosing the right music for your brand is similar to the process you used to decide on your colour scheme and logo. It’s important to consider having bespoke music composed for your audio branding instead of music from the many Royalty Free music sites.
With Royalty Free music you have no control over who else has or will use the music. The last thing you want is for your audio branding to be associated with something that undermines your product, service or show.
Some things to consider are:
Brand Personality: The music (and the person or band that created it) should align with the personality and values of your brand. Consider the emotions and associations you want to evoke in your audience and select music that reflects those qualities.
Target Audience: Understand the musical preferences of your target audience and select music that resonates with them. Consider their age, gender, cultural background, and lifestyle when making your decision.
Brand Message: The music should reinforce your brand message and enhance the overall brand experience. Consider the lyrics, melody, and mood of the music to ensure it complements your brand messaging.
Uniqueness: Choose music that sets your brand apart from the competition. Look for unique and distinctive sounds that will grab the attention of your audience and leave a lasting impression.
Licensing and Copyright: Ensure that you have the necessary licenses and permissions to use the music in your branding materials. Respect intellectual property rights and avoid any legal issues.
Working closely with a bespoke music composer that specialises in Branding will really help to ensure that you get the right music and the Return on Investment you need.
Creating Emotional Connections Through Music
Creating connections through music is all about evoking the right emotions and resonating with your audience.
When your audience is emotionally connected to your brand, you have brand loyalty. And that means increased sales.
When trying to create an emotional connection with your audience, have a think about how the following:
Use music to tell a story: Music has the power to tell a story and create a narrative that connects with the audience. Use music to convey the emotions and messages you want to communicate to create a memorable experience for your audience.
Create a consistent musical identity: Consistency is key in music branding. Use the same style or genre of music across different touchpoints to create a cohesive and recognizable musical identity for your brand. This consistency helps in building brand recognition and loyalty.
Leverage the power of nostalgia: Nostalgic music can evoke strong emotions and create a sense of familiarity and connection. Consider using music from a specific era or songs that have a nostalgic appeal to your target audience. This can help in creating a deeper emotional bond with your audience.
Collaborate with musicians and artists: Partnering with musicians and artists can add credibility and authenticity to your brand. Consider collaborating on music projects or featuring popular songs in your branding materials. This can help in attracting new audiences and increasing brand exposure.
Engage with your audience: Music can be a powerful tool for engagement. Encourage your audience to participate in music-related activities, such as creating playlists or sharing their favorite songs. This interaction helps in building a community around your brand and fosters a sense of belonging.
By being intentional with your Audio Branding you can create lasting emotional connections with your audience that will enhance your brand identity.
Measuring the Success of Music Branding
Audio Branding, like all other forms of branding needs to add value to your product, service or show. By regularly monitoring and analyzing the appropriate metrics, you can gain valuable insights into the success of your music branding efforts and make informed decisions for future strategies.
There are several metrics and methods that can help you evaluate the impact of your audio brand, such as:
Brand Awareness and Recognition: Track the increase in brand awareness and recognition through surveys, social media mentions, and website traffic. Monitor how well consumers associate your brand with the music you have used.
Consumer Engagement: Measure consumer engagement by analyzing metrics such as social media likes, comments, and shares, as well as the number of downloads or streams of branded music content. This indicates the level of interest and connection your audience has with your brand.
Sales and Conversion Rates: Analyze sales data to determine if there is a correlation between the use of music in your branding and an increase in sales or conversion rates. This can help you assess the impact of music on consumer purchasing behavior.
Customer Feedback and Surveys: Conduct customer surveys or gather feedback to understand how consumers perceive your brand and its association with the music you have used. This can provide valuable insights into the emotional connections created through music branding.
Brand Sentiment Analysis: Monitor online mentions and sentiment analysis to gauge the overall sentiment and perception of your brand. Look for positive associations and emotional responses related to the music you have used.
Monitoring your sales to determine if your target audience are increasing their purchasing or engagement.
In conclusion
Audio Branding is a strategic asset much like the visual story you tell your customers or audience.
It can encourage people to spend time with you, to like you and to buy from you. It can draw people into your podcast causing them to binge all your content, and it can build a last emotional connection. And ultimately, it can build a lasting relationship that gives significant Return on Investment for any brand.
If you would like to know more about Audio Branding, then please get in touch via our website at www.blacklabmusic.co.uk
If you would like some free tips and tricks to make the music in your production work harder, then sign up for our monthly newsletter here www.blacklabmusic.co.uk/tipsandtricks
Regards
Michael
Michael Coltham is a film and media Composer and audio wrangler who specialises in composing emotion through the medium of music. He runs a artisan, boutique Music Production Company called Black Lab Music www.blacklabmusic.co.uk, that specialises in helping build an emotional connection with audiences. He is a published Indie-classical/Neoclassical composer and artist. You can find his personal work at https://songwhip.com/michaelcoltham