Seven tips for designing a unique auditory experience for your brand

Nothing detracts more from an in-store or hospitality experience than poor-quality sound, so follow these to tips to ensure to optimise the auditory experience your brand delivers

From custom background and foreground music mixes to ambient soundscapes, sounds have been proven to have a huge impact on customer engagement and satisfaction – making audio design a critical element in your business space.

A unique auditory experience which will distinguish your brand and help set your business apart from the competition. So what elements should be considered when designing a sound brand for your business? Here is Mood Media’s go-to list for designing the perfect background music.

1. Consider your environment. Are the floors carpeted or bare? Are there acoustic panels? Are there ceiling tiles? Before you even begin to consider other factors, you’ll need to be familiar with your environment. When designing a custom retail store or hotel sound system, even tiny details can make a big difference – a space with concrete floors and a hard ceiling will tend to echo, while a space with carpet will have entirely different acoustical properties.

2. Consider the tone and volume. An older clientele may prefer soft background jazz, where a younger customer demographic may prefer louder, more upbeat, indie tunes. It’s best to be clear on the atmosphere you’re trying to create, as it will help you determine the number and quality of speakers you’ll need when installing your sound system.

3. Consider the technology. Nothing detracts more from an in-store or hospitality experience than poor-quality sound, so make sure you invest in the technology and equipment that reflects the high-quality experience you’d like to create.

Nothing detracts more from an in-store or hospitality experience than poor-quality sound

4. Consider the source and method of delivery. With the variety of delivery options available, such as satellite, CD update, streaming or networked devices, you need to figure out what’s best for you. For example, streaming music services may provide greater flexibility but some providers can’t guarantee the reliability of the service, and your IT infrastructure will need to be able to support streaming services. Do some research to determine which of the available options will provide your customers and staff with the ideal auditory experience.

5. Consider the variety. How much and what type of music is available for your in-store soundscape? Is it easy to update playlists and add variety? This is especially important when serving a younger demographic – you’ll need to ensure your sound can be refreshed frequently to accommodate the shifting interests of your clientele.

6. Consider additional options. Does your service provider offer the ability to include brand messaging? What about special promotions or seasonal options? Customised announcements or promotions can greatly influence consumer behaviour.

7. Consider the future. Your custom sound system should be built to last. Invest in high-quality equipment and consider the need for ongoing support. How difficult is it to update the system or the musical selections? Does your provider give you ongoing customer service and maintenance? Looking ahead will help you avoid future problems.

Hannah Maskrey, Marketing Manager, Mood Media Australia