Live brand experience: Music used to enhance brand experience

Many companies are going beyond background music and are using it as a key component of their live brand experiences.

Instead of the type of music you might find in a lift or when you are put on hold many brands are now opting for customised play lists which add a new dimension to the product they are peddling.

Music can help to set a tone and convey a message to the customer in a subtle way as long as it is done carefully and played at the correct level.

Choosing music which is relevant to the audience as well as the theme or mood you want to convey is essential and the time of day in which you are playing it.

Don't be too boring and mix it up a bit, but smooth transitions between songs and a level of consistency is also important.

Sound branding, as it has been called, takes advantage of a customer's audio memory and associates a product with it.