A simply guide to understanding brand sound

It’s not about having every song in the world, it’s about having the perfect mix for your business and brand.


In this blog post we'll cover:

• Why background music matters
• The background music challenge
• Atmospherics explained
• Brand sound explained
• Positive brand sound results

Your background music should be front of mind

Background music is an essential component of virtually every kind of retail and hospitality business; from enticing guests with the perfect atmosphere, matching the mood of energised pub patrons, or delivering a unique in-store vibe, music is a powerful tool that leading businesses use to engage with their audience, enhance their brand image, and create a positive and memorable in-store experience.

We know that background music is important for business success but it's not easy to find the right mix of songs, manage playlists, control music consistency at multiple sites.

The background music challenge

Auditory perception can be a major factor in creating a positive experience for customers and staff in your venue or store. Auditory perception, or the sounds or soundscape we experience in any given environment, can have a powerful effect on engagement, memory, and message assimilation. However, if not balanced and controlled, this influence can either contribute to the process of achieving business objectives or interfere with them.

Ill-considered background music can lead to:

• an off-brand in-store experience
• negative in-store experience
• negative brand associations
• in-consistent brand perception

Atmospherics explained

Atmospherics refer to the design elements of a commercial environment such as the lighting, layout, furnishings, sounds and colours which affect customer’s behaviour. In the same way a brand’s visual identity creates attention, communicates a message, and influences a person’s feelings or behaviours, the range of emotions music evokes make it an integral (although, overlooked) atmospheric that helps establish the brand's identity.



Brand sound explained

Careful consideration of your in-store background music mix ensures sound that is consistent, planned designed, intentional, appropriate and effective. At POSmusic we call this – brand sound. Understanding your in-store or background music to this level can positively impact the communication of your brand, customer engagement, staff happiness and ultimately positive business results. It pays to be conscious of the auditory atmosphere you’re creating in your venue or store – by harnessing sound to enhance your brand through:

• In-store background music
• Audio promotions
• Jingles
• Activations
• Customer and staff spaces
  
  

Positive brand sound results

Careful consideration of your background music can have a powerfully positive effect on your business and brand. Let's explore these powerful effects below. 



Creating an on-brand atmosphere

• The right background music can reinforce your brand identity and convey a memorable brand experience.

Boosting happiness and team morale

• Music releases dopamine in the same way eating something delicious or looking at a beautiful view can do. Harness music to improve staff happiness and team morale.

Improving focus and productivity

• Dopamine stimulates the part of the brain which is responsible for planning, organising, inhibition control and attention. Music can play a powerful role in increasing staff focus and productivity.

Inspiring better customer service

• Happier staff deliver better customer service – it’s as simple as that.

Elements of atmospheric design explained

Sound affects us in many ways such as entertainment by tempo, arousal by pitch and texture, distraction by density, and emotional effects, especially of music. Many of these chains of cause-and-effect act in opposite directions, so it is impossible to make hard and fast rules. However careful consideration of the following elements of atmospheric design can dramatically impact the experience of your brand and retails space.



Genre

• The right music influences not only the quantity of sales, but the quality.

Mood

• Finding the best mood combination for boosting energy, atmosphere and sales.

Tempo

• The tempo of your store’s background music can influence the pace of customer traffic, as well as sales volume.

Volume

• When music is at the optimal volume shoppers tend to spend more time in-store.

• Increased happiness
• increased motivation
• increased productivity
• increased focus
• increased alertness
• improved health and wellbeing
• improved team culture

To find out how POSmusic can do more than set the mood for your business, contact us, or try our background music streaming platform free for 14 days.