What is Music Branding and how music helps to sell more

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'Music branding' is a sensory marketing strategy that uses music to translate the associations and attributes present in the brand's identity into experience, as music creates strong emotional bonds between the brand and the public.

This explanation is from Rafael Achutti , one of the founders of Bananas Music Branding , in an interview with Red Bull .

However, as important as bringing the concept of music branding , it is necessary to define the meaning of  branding : the word groups strategies and actions that highlight and special data reinforce the values ​​of a brand. For example, what comes to mind when you think of Apple and Google? Innovation and leadership? This is branding, the result of a series of practices and techniques that help build the way we perceive and identify each brand, which directly influences our relationship with it - and consequently sales. Branding is an important strategy employed by marketing companies and also  Digital Marketing agencies .

In this scenario, Music Branding reinforces branding attributes, but in a musical way . This more classic definition is in the book ' Sounds like branding ' , by Jakob Lusensky - in free translation



" Music branding is communicating through emotions.  Music engages people in conversations and creates memorable experiences . It helps companies build a unique position in the minds of their audience, turning their customers into fans of the brand."

Are Sound branding, Audio Branding and other terms the same thing?

Audio branding. Sound branding. Sound Identity. Musical Identity. Music branding - these are some of the nomenclatures we see most frequently. To better understand the concept of music branding, you probably have doubts as to whether all these expressions mean the same thing.

The answer is: it depends. There is no consensus regarding the terminologies used to define activities linked to musical branding. Some academic works , however  , state that all terms are synonymous:

"Sound Branding (also known as audio branding, music branding, sonic branding, acoustic branding and sonic mnemonics), is the use of sound and music to reinforce the brand's image.”

Now that you know more about the concept of music branding , this type of sensory marketing that awakens so many emotions in us, let's see how this process works in practice.

How to choose the right music for your brand?

Most companies that hire Bananas Music's music branding services to create a  music curation strategy for brands are looking to find the ideal music to convey attributes or create unforgettable experiences for the public.

Music Branding is not an exact science, but there are many studies and different methodologies that can be applied to arrive at the perfect music playlist - and we will talk more about this later.

But, first and foremost, choosing the right music involves musical knowledge and common sense.

To achieve this, the heart of this search are the people responsible for research and musical curation for brands. They are the ones who, with cultural background, knowledge of marketing strategies and attention to news and, above all, common sense, are able to separate the personal taste of whoever is creating the playlist from the musical identity that they want to convey to the brand.

Musical research is the first step

That playlist that caught your ear in a store, with a sequence of your favorite songs, followed by something new that aroused your curiosity to the point of looking for more information about the artist on social media, is the result of attentive listening to the most varied genres .

Despite still being new, this musical research work for brands is increasingly accelerated, as it needs to keep up with new technologies and methods of content distribution and reproduction, as Juli Baldi, founder of Bananas, already commented in an interview with website of Pequenas Empresas, Grandes Negócios magazine :

“For those who work with music branding, staying up to date is essential. The way we consume music today is very different from what existed just a few years ago.