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May 12

Selecting Music for Your Brand

In a continuation of last week’s post on selecting music for a store lets discuss a little further on how to select music for your business.

It is vital that you select music that is congruent with how customers perceive your product or service. This is because we humans have developed many schemas, expectations, of what should happen at any given moment. We do this without really knowing it but it’s important to realize that it’s there.

What happens when we deviate from the expected? Well, typically we become adverse to the situation we are in. From a biological standpoint this makes sense. If we hear something out of the ordinary it may signal impeding danger – it’s better to run now before the lion attacks. Of course this is something we don’t want our customers to think or feel about our brand.

So, the first action point for you as a brand manager is to have a clear idea of what you are trying to communicate and what your demographic already perceives to be true about your brand. From here tailoring music to fit is a relatively easy process.

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About Jordan Stevens | Audio Brand Consultant at TreBrand


Almost born with a guitar in his hands Jordan Stevens has been instrumental in inspiring brands to stand out and be heard. His music has been performed internationally and on the silver screen including a premiere at the Museum of Modern Art in New York and the Toronto International Film Festival.

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