Sound, above all else, has a unique power that speaks to human emotion. It’s the first thing shoppers notice when they enter a store, and stays with them after they leave.
A 2012 study by Pernille Andersson titled The Influence of Music on Consumer Behavior, shows that customers spend eight minutes longer in stores when background music is being played.
The concept of your brand can be defined as a mix of a name, symbol, and design. Branding is key to creating relationships with customers, and music can help you control and use your brand identity to connect with shoppers.
Your brand image, or what you’re trying to communicate, is what you stand for as a brand and what drives your company forward. But what does your brand sound like?
Creating a functioning music identity is all about achieving clarity and consistency so that consumers recognise your brand, regardless of the context in which they encounter it.
A study by Adrian North in 2008, titled The Effect of Music on Atmosphere, shows that if your music fits your brand identity, a staggering 96 percent of customers are more likely to remember you over companies which don’t play music or play inappropriate music for their brand.
Other studies have shown that background music can affect consumers’ overall perception of the store's environment.
Background music in a store plays a key role in strengthening, shaping and transforming the relationship between brand and consumer. Music sets the scene for a branded retail experience, and increases consumers’ propensity to consume.
Your choice of music allows you to target particular demographics, and to make this targeting an integral part of your branding.
When considering what your brand sounds like and how to best use music, it’s important to note that you need to cover off the legal side of using music in a commercial setting.
Under the Copyright Act 1994, when you use music in a business or organisation you need permission from music creators to use their music.
In New Zealand, these rights are administered by OneMusic, who can issue annual licences that grant you permission to play virtually all music available.
Music licensing is a non-negotiable start to reinforcing your brand identity and enjoying the benefits of playing music in your business. Out of all sensory inputs, we respond the quickest to sound.
Music that matches your brand’s identity deepens your in-store experience and helps build a stronger, longer-lasting relationship with customers.
To find out more about music licensing for your store visit: www.onemusicnz.com
This story originally appeared in NZ Retail magazine issue 750 June / July 2017