Background music in not only essential to your store atmospherics, but to your brand and marketing initiatives as well.
When approached holistically, the key dimensions of background music should be considered from the perspective of brand, people and place. In previous blogs, we focussed on background music from the perspective of people and place, so in this article, we'll be deep-diving into background music as it relates to key marketing functions.
From a brand perspective your background music needs to be considered from three key areas of marketing:
- Understanding your customer
- Differentiating your product and service
- Communicating your brand
Understanding your customer
When considering your background music from a marketing perspective, your customers are key. With that in mind, it can be helpful to ask yourself the following questions:
- What are you customer demographics?
- What is their style, what are their tastes?
- What music do they like and dislike?
- How can you make them happy through music?
Differentiating your brand, product or service
Finding and communicating what makes your brand, product or service unique is key to helping you stand out from the crowd - helping you go from 'one of many' to the 'only' customer choice. Differentiation is about knowing who you are, what you stand for and why you are better than the rest. When considering this from the perspective of the music you play in your venue or store, consider the following questions: - What is unique about your brand, product or service
- How could this uniqueness be communicated through music?
- How is your background music different from the competition?
- What unique value does your background music add?
- How could your background music differentiate your brand, product or service?
Communicating your brand
Finding your voice as a brand is not an easy task. Your communication style, tone and personality all play a major role in how customers perceive your brand. And this is equally true when it comes to the music you place in your venue or store. When considering how you communicate your brand through music, it is helpful to ask yourself the following:
- Do you have a recognisable voice throughout all your communications?
- How consistent, effective and on-brand is the music you play in your store and across all your communications?
When combined with a clear and considered understanding of your brand, people and the unique acoustic characteristics of the space in which your music is played, your background music mix can play a powerful role in connecting with your customers, differentiating your product or service and communicating your brand.
To learn more about our brand sound process or background music streaming platform, contact the POSmusic team or try POSmusic free for 14 days.
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