The impact of background music on building a strong entertainment brand image

impact of background music on a brand
© Matoo Studio

Brand and branding in a multidisciplinary process and a set of communicational elements influencing consumers’ emotional response. Branding and marketing professionals combine branding elements for different perceptions and behaviour of the particular brand.

One of the core communication factors is music or sound, representing the field of sonic branding. According to studies, music has a significant impact on how people perceive brands and influences their behaviour towards them. Furthermore, sonic branding can create an identifiable relationship between the brand and its customers, fostering loyalty and inspiring curiosity.

What is the definition of a brand?

A brand is an intangible set of expressions describing products, services, companies or concepts, which creates a separate identity and is publicly distinguishable from others. This set is delivered with marketing and communication tools to consumers, shaping particular perceptions, images and impressions in their minds.

The brand definition splits into two main areas: the first one is the set expressions the brand owner creates and delivers to the world, and the second – is the establishment of credibility, which is reachable by generating the perception in consumers’ minds. The first area consists of three main elements: creativity, clarity and awareness, and the second – is the impression levels of the brand in consumers’ minds. The stronger impression is made – the bigger and stronger brand is built.

What are some elements of a strong brand image?

Talking about a brand image it is difficult to distinguish some elements, that would influence the establishment of a strong brand. A strong brand image, without a doubt, must include a combination of all main elements: brand name, logo, colour, typography, shape, graphics, sound and image. Every mentioned element plays a crucial role in how we create a strong brand.

It is also important to mention that a strong brand image is reachable by combining all four elements describing the brand itself, which are identity, image, culture and personality.

How can music help to build a strong brand image?

One of the very effective tools in building a strong brand image – is sonic branding through the use of music or sound, which has been extraordinarily successful in conveying brand identities and messages. From carefully selecting the music played in-store to creating jingles and sound logos, music can evoke emotions and memories, helping businesses establish a strong brand image in the minds of their target audience. By strategically employing music, businesses can convey their brand values and enhance customer experiences, leading to increased loyalty and recognition.

What are some examples of brands that use music effectively?

Thousands of companies around the globe implement sonic branding and use music to build their image. Some companies even go further, leveraging the power of music and using it as a central element of their branding strategy. Take, for instance, Apple, which has long been associated with iconic advertising campaigns featuring catchy tunes that stick in your head. Similarly, Coca-Cola has used music to convey a message of happiness, unity, and inclusivity, employing catchy jingles. Oreo, Red Bull, American Express, Levis or Danone are just several brands to mention when music helped not only to build a strong brand but influenced ultimate exclusivity.

How can music be used to create an emotional connection with consumers?

The psychology behind background music is fascinating; it genuinely has a powerful way of getting under our skin into our subconscious state of mind. Rightly implemented music has the power to influence customer behaviour by creating emotional bonds. Big brands’ successful sonic branding examples demonstrate how music can elevate brand identity and engage consumers emotionally and memorably. Businesses that wisely decide to use music as part of their customer journey report that customers show higher levels of engagement, satisfaction and connection to their brand. It is no wonder why musicians, composers, and sound designers are constantly being sought after by companies around the globe for their work on sonic branding projects.

How can music be used to differentiate a brand from its competitors?

By creating unique, catchy, and memorable sounds, brands can imprint their identities into the minds of consumers. From jingles to sound effects and even entire songs, the right music can evoke emotions and create powerful connections between a brand and its customers. Music has the power to influence our emotions, moods, our memories, and even our purchasing decisions. By leveraging the psychological impact of music, businesses can forge stronger connections with their target audiences and create a more memorable brand image.

What are some pitfalls to avoid when using music in branding?

The most common pitfall is choosing music that does not match other elements of the brand. Building of brand image can only work out when all the elements create cohesion, tell the same story and gives the same promise.

Another common pitfall is choosing a popular song without considering its lyrics or associations with other brands. To avoid this the best way is to create customized music for the brand. Additionally, it’s important to ensure that the lyrics or message of the music aligns with the brand values and target audience’s sentiments.

Another mistake is using repetitive or annoying jingles that can turn off potential customers.

Finally, failing to obtain the necessary licensing and permissions can result in legal issues and damage the brand’s reputation.

By avoiding these pitfalls and carefully selecting and leveraging music in branding, companies can enhance brand recognition, create a unique customer experience and resonate with their target audience.

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