Think of your favorite movie. Run it through your memory, and now focus on the best part of the movie. It could be the first kiss that sparked the relationship, the typical happily ever after, or the reunion.
Now, was there a tune or a song playing in the background? Most likely. Do you think the music sparked some emotions? Maybe. And would you look at the scene the same way if there was no music? You know the answer.
What are we trying to get at?
Music evokes emotions.
Music evokes memories.
Music creates relationships. 
Research suggests that pairing a brand with music that the target audience can recognize increases brand choice. Moreover, the chances of your target audience recognizing the brand increase more when they like the music than when they most dislike it.
Result? Impactful branding, shorter conversion time, and more conversions.
This suggests three things:
- Music can change the way your brand is perceived.
- Music helps create an identity for your brand in the eyes of your consumers
- Pairing your brand with just any music will not work. You must make an informed decision for effective brand building.
Let’s explore these points in detail now.
3 Ways Music Impacts Your Brand
In today’s competitive market, where brands are constantly vying for attention, music has emerged as a dynamic tool to shape perception and create lasting connections with consumers.
From catchy jingles to carefully selected soundtracks, the right music can change the entire perception of your brand and its storytelling. Here’s how!
Build Emotional Connection
Music can evoke emotions, trigger memories, and create a deep sense of connection. When the right song is paired with a brand, it has the potential to establish a solid emotional bond with consumers.
By carefully selecting music that aligns with your brand’s values, personality, and target audience, you can tap into these emotional connections and leave a lasting impression on your customers.
Take, for example, Doublemint’s ad featuring the song “Ek Ajnabee Haseena Se.” It evokes a sense of nostalgia, romance, and fond memories for the audience. The song, originally from the Bollywood film “Ajnabee,” is a classic and timeless melody that has become synonymous with the brand.
The opening chords of the song immediately create a sense of familiarity and nostalgia, transporting viewers back to a simpler and more romantic era. The ad typically showcases a heartwarming story revolving around love or friendship. As a result, the music enhances the narrative’s emotional impact, adding a layer of sentimentality and charm.
Building Consistency
Consistency is key when it comes to building a successful brand. Music branding provides an excellent tool for maintaining consistency across various touchpoints and marketing channels. With a consistent sound or theme in your brand’s communication strategy, you create a cohesive and recognizable brand experience for your customers.
Take, for example, Amul. Amul’s song “Taste of India ” evokes a strong sense of national pride, cultural identity, and familiarity. The song also happens to be its tagline, which is incorporated into most of its product packaging. Moreover, Amul makes sure to convey the same message through its other campaign songs. For instance, the Amul Manthan. And when paired with the famous Amul girl, there’s no chance anyone can mistake Amul for any another dairy brand.
Increase Engagement and Sales
Music can have a significant impact on sales. Then be it in a hotel or a shopping mall.
For instance, a study investigating the impact of background music on purchase intention at a restaurant found that music with more low pitch notes relaxes the customers and promotes the sale of healthy food. In contrast, music with high pitch notes promotes excitement, leading to unhealthy food choices. That makes sense, right? Don’t we often end up hogging on burgers and fries and pair them with drinks at clubs and sports bars?
Somewhat similar is the research done for shopping. A 1982 study found that slow music in the store increased browsing time, which in turn translated to an increase in sales by 32%! But hold on; there’s more. Research also suggests that music that complements your products can increase the amount of money a person wants to spend in a store. Another study focussing on purchase intention revealed that happy music increases an individual’s intention to purchase.
Think about it. Have you ever walked into a Forest Essential store and not experienced calmness? Or been to a Starbucks that plays rock and roll?
Tips for Choosing the Right Music for Your Brand
Now that you know how music can elevate and make your brand memorable (quite literally!), let’s see how to choose the right piece.
- Consider your brand’s sound: How do you want your brand to sound – energetic and joyful or sophisticated and elegant?
- Study your audience: Different groups react to different types of music. And these differences can arise from age, geography, gender, etc. Spend a little time exploring what your audience likes to listen to.
- Think about what you want to communicate: What emotion are you conveying via your ad? A song about heartbreak in an ad expressing joy would do no good. So pick a song that matches the emotion.
- Match the tempo: The tempo of your music should sync with the emotion. For instance, if you are a brand that sells protein bars, the music may have a fast tempo to evoke a sense of energy.
Ciao!
The best brands in the world are no longer selling products; they are selling experiences. And music enriches the experience. It sparks connections and brings about physiological changes that your consumers may not even recall on a conscious level. All they know is that they like you. And when that happens, you know you have acquired another customer!
We at StartInc understand what it takes to establish and grow a brand in today’s world. We walk the mile with you, helping you create a distinct identity for your brand and business. So why not embrace the power of music branding together and let it be the melody that tells your brand’s story to the world?
