Sound of Brand Creation
Every retailer has a unique look that is readily identifiable to the human eye. That look has been developed to appeal to the cross-section of people shopping with that particular retailer. Sound is the same: just as two different people will react differently to the same visual, so they will have a different response to the same piece of audio they hear.
Understanding these responses is the key to creating a sound of a brand that resonates with customers. Research into cognitive behaviour and socio-demographics guides our process. For example, a recent study from Goldsmiths, University of London, looked at the different motives people have for listening to music. Among other things, the study found that:
- Men were more likely to use music for cognitive reasons (i.e listening in an intellectual and rationale manner). Women were more likely to use music for emotional reasons (i.e. using music to induce moods and change an emotional experience)
- Older participants were less likely to use music for 'background'
- Openness to experience predicted cognitive uses of music - suggesting that 'open' individuals have an interest in more sophisticated forms of music
- Individuals who were low on emotional intelligence listen to more background music.
The music you choose directly shapes the perceptions of people in your stores, and they aren't affected in a uniform way. With the help of research like the study above, we carefully calibrate the sound of your brand to take account of who your audience is, and what behavioural responses you want to elicit.
