music says more than a thousand words
Who doesn’t love music?
Music is deeply personal. Everyone experiences it in their own way. In fact, we’re all music experts in the sense that we can clearly say what we consider good music and what we don’t. Ask a hundred people for their opinion on what makes music “good,” and you’ll get a hundred different answers. According to various studies, only about 2–5% of people in the world don’t experience any emotional response to music at all.
It’s often said that words are the most powerful weapons in the world—and in a way, they are. But while we can disagree over words (and often do), music allows us to communicate in a way that leaves no room for misunderstanding. Music can express a company’s values far more effectively than words ever could. It continues the conversation when the words run out. It bypasses our rational filters and dives straight into the limbic system of the brain, where it influences emotions and embeds itself in memory.
Music Builds a Strong Emotional Bond
I’ve probably talked about Finnish brand “Fazer Sininen´s” brand music to the point of exhaustion. But I’m going to bring it up again, because it’s one of the most powerful domestic examples of long-term, consistent brand music use. Juhla Mokka (a Finnish coffee brand) is another great example. So is Silja Line (a local cruise ship operator). I’d sound crazy if I claimed these were the most respected brands in their fields because of their music. But they’ve succeeded in building an incredibly strong emotional connection with us Finns, and I believe their consistent use of brand music has played a major role in that.
Music has the power to create emotional engagement
If you can make a customer feel good during their first purchase experience, they’re far more likely to come back than if the experience is neutral or negative. Music can influence the emotional quality of a purchase decision far more than people typically realize. It helps your customer fall in love with your brand and form a bond with it more effectively than visual or verbal messages alone. In fact, music can amplify the effectiveness of those messages. I’m not suggesting you scrap your visual advertising. But when your visuals speak the same language as your music, studies show the impact can be up to twelve times greater.
Are You Hearing, or Are You Listening?
There are two ways to take in music: by listening or by hearing. Listening is active: you’re consciously focused on the music. Hearing is passive: you register the music, but don’t pay attention to it. You’re not even aware of it. Surprised if I told you that the emotional impact is the same, whether the music is listened to actively or passively? That’s exactly how it works. The only way to avoid being affected by music is to completely shut off your hearing. Our ears send all surrounding sounds to the brain, where they’re processed and every sound affects us, whether we want it to or not.
Music doesn’t distract us from other tasks. We can drive, walk, shop, talk, eat, clean… all while music plays in the background. No visual brand message can claim that level of flexibility.
According to one study*, a brand that uses music consistently in its advertising is remembered up to 96% more often than one that doesn’t. And people are up to 24% more likely to buy products from those brands. Just imagine being able to influence purchase decisions that significantly with music. And you can. If music improved your in-store conversion rate by just 1–2% (very conservative estimates), the impact for many retailers could be absolutely game-changing.
Your brand already has a visual identity. Now it’s time to give it a voice.
*) Adrian North (Heriot-Watt University)
