The relationship between music & brands is fascinating but often underexplored. Brands have long focused on visual elements and slogans, but they often underestimate the power of music.
“Brand music” goes beyond simple jingles in advertisements. It embodies a sonic identity that can include playlists, events, or collaborations. For example, Lush, the UK-based cosmetics brand, uses tranquil and ethereal music in its stores, reinforcing its eco-friendly and wellness-focused image.
In this article, we’ll cover strategies and examples of brands that are successfully embracing music as part of their communication strategy, yielding better sales.
The Benefits of Music in Branding
Emotional Impact of Music
Music has a unique ability to evoke emotions. Take Starbucks: its carefully crafted playlists provide a relaxing and consistent environment, making it a go-to spot for socializing or working. The association of laidback music with their coffee enhances their customers’ emotional connection to the brand.
Building a Brand Identity
A strong sonic identity makes a brand instantly recognizable. For example, Netflix has perfected the use of its iconic “ta-dum” sound, which plays at the start of every original production. This brief but impactful audio cue has become synonymous with high-quality entertainment (although it could have been much different). By incorporating this sound consistently across platforms and productions, Netflix has created a powerful audio signature that reinforces its identity as a leading streaming service.
Differentiation in a Saturated Market
In a crowded market, music can set a brand apart. Gymshark, the fitness apparel brand, uses energetic and motivational music in its marketing to align with its youthful, fitness-focused audience, creating a distinct, recognizable identity. One of the key pillars of Gymshark’s strategy has been to organise fitness-oriented events where they usually invite performers, DJs and musicians to embrace that specific identity.
Why Music Is an Undervalued Asset
Lack of Consistency in Musical Strategy
Yahoo is a striking example of how inconsistency in musical branding can weaken a brand’s impact. In the early 2000s, Yahoo’s iconic “Yah-hoo!” yodel was instantly recognizable and helped the brand stand out in the competitive tech landscape. However, as the company evolved, it abandoned this sonic signature without replacing it with a consistent alternative.
Subsequent campaigns featured varied musical styles and tones that lacked a unifying element. This shift not only confused audiences but also eroded the emotional and auditory connection that Yahoo had built over the years. Instead of building on its distinctive audio identity, the company’s inconsistency contributed to its declining relevance.
Today, some of our readers won’t even know Yahoo… but we won’t go as far as saying that’s because of their mistakes around sonic branding.
Consumer Preferences Not Taken Into Account
In our first conversations with brands we might support, we always take a look at their social media accounts to spot any trend regarding music preferences.
More often than not, we see that the choices are completely inconsistent but more importantly: they get feedback regarding the choice of music.
Indeed, if you use cheap music, you will be considered as such and for most brands that’s a disaster.
Most marketing leaders know that they should listen to their customers, that also includes understanding how they perceive your brand so that it can be translated musically.
Examples of Brands That Haven’t Invested in Music
Smaller coffee chains or independent fashion labels in the UK often focus on visuals and overlook the power of music. A cohesive playlist or collaboration with local musicians could help create a distinct identity and stand out against bigger competitors.
Typically, if people come to your coffee shop to feel relaxed and take the edge-off, don’t play aggressive rap or trap music.
The Consequences of Inconsistent Musical Choices
Inconsistent music choices can confuse customers. Imagine a minimalist clothing brand playing loud, upbeat pop music in its stores—this mismatch can detract from the intended brand perception. A cohesive sonic identity reinforces the brand’s values and creates a seamless experience. Without it, the customer’s trust and loyalty may waver.
How to Make Music a Strength for Your Brand
Developing an Effective Musical Strategy
A musical strategy should reflect the brand’s personality. For example, Burberry often incorporates British indie music in its campaigns, reinforcing its heritage and appealing to its stylish, modern audience. The music complements the brand’s fashion-forward and sophisticated identity.
Christopher Bailey, the chief creative officer behind Burberry fully understands the importance of a consistent and uplifting musical strategy. Burberry is one of the few brands that have a full-time music team to best represent the brand no matter the medium its using.
Consistency in Musical Choices for Advertising
Consistency is key when using music in advertising. A coherent musical strategy helps reinforce a brand’s identity and ensures a seamless connection with its audience. Without it, brands risk creating a disjointed experience that confuses customers rather than engages them.
Take the example of Coca-Cola, which uses uplifting and universally appealing music across its campaigns. From the iconic “I’d Like to Buy the World a Coke” to collaborations with artists like Avicii for their summer campaigns, the music consistently conveys happiness and togetherness, mirroring Coca-Cola’s brand values.
Using Streaming Platforms and Social Media
Streaming platforms like Spotify are invaluable tools for brands. For example, Nike curates workout playlists that cater to its fitness-focused audience, while ASOS shares playlists that align with seasonal fashion trends, making music a seamless part of its customer engagement strategy.
Case Studies of Brands Succeeding With Music
Analysis of Successful Musical Campaigns
Patagonia, the eco-conscious outdoor brand, uses folk and acoustic music in its campaigns to emphasize its connection to nature and sustainability. This approach resonates with environmentally conscious customers, reinforcing Patagonia’s ethos.
The Return on Investment of Musical Integration
Investing in music offers measurable benefits. A study by Nielsen found that advertisements featuring music see a 20% increase in audience engagement compared to silent ads. Research from SoundOut revealed that campaigns with strong sonic branding boost brand recognition by 10%. Additionally, Ipsos Mori found that nearly half (46%) of consumers are more likely to purchase from a brand associated with music they enjoy. The ROI for brands is clear: investing in music improves visibility, strengthens customer loyalty, and ultimately drives sales.
What’s The Future of Brands & Music
Technologies like virtual reality and augmented reality are creating immersive musical experiences for customers. For instance, brands like Gucci are hosting virtual concerts to promote their collections, providing a unique, interactive experience that strengthens their connection with customers.
For brands not yet integrating music into their strategies, now is the time to start. A cohesive musical identity can elevate the customer experience and build strong emotional bonds. Music isn’t just an accessory—it’s a powerful tool to reinforce your brand’s identity and connect with your audience.
FAQs
1. Why is music important in branding?
Music evokes emotions and strengthens a brand’s identity, making it more memorable to consumers.
2. What is an effective musical strategy for a brand?
It’s a planned approach where every musical choice reflects the brand’s values and engages customers emotionally.
3. How can brands incorporate music into their marketing?
Brands can collaborate with artists, organise relevant events, work with music supervisors to increase their musical authenticity for their campaigns to maintain a consistent sonic identity.
4. How much does it cost to create music for a brand?
Costs vary: simple playlists might cost £500-£1,000, while bespoke compositions with professional musicians can exceed £3,000, depending on the project’s complexity.
5. Can music really boost sales?
Absolutely. A well-executed musical identity increases customer engagement, loyalty, and brand recognition, often resulting in higher sales.
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