In the fast-paced, experience-driven world of retail and hospitality, the difference between a one-time visitor and a loyal customer often comes down to how a space feels. And while visuals, layout, and service are key players, there’s a powerful - and often overlooked - tool that can transform the entire atmosphere: audio branding.

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So, what is audio branding?

Audio branding (or sonic branding) is the intentional use of music, sound, and voice to communicate a brand’s personality and values. In retail and hospitality settings, it's about creating a soundscape that enhances the customer journey, evokes the right emotions, and makes the brand more memorable.

This can include:

• Curated in-store music
  
  
• Sonic logos or brand idents
  
  
• On-hold phone messages
  
  
• Digital touchpoints like mobile apps and smart speakers
  
  
• Staff announcements or branded voiceovers
  
  

Just like a visual logo or signature scent, sound can become an integral part of your brand identity.

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Why audio branding matters in retail and hospitality.

1. Influences buying behaviour

Music and sound influence how long people stay, how they feel, and even how much they spend. For example, upbeat music can increase dwell time in retail stores, while ambient tracks in a hotel lobby can reduce perceived wait times and elevate the sense of luxury.

2. Creates a consistent brand experience

From the moment a customer walks into your store, checks into your hotel, or interacts with your mobile app, a unified audio identity makes your brand feel cohesive and polished - no matter the platform.

3. Builds emotional connection

Sound has the unique ability to stir emotion in a matter of seconds. A carefully curated audio experience can foster feelings of comfort, excitement, trust, or calm - all essential in both retail and hospitality environments.

4. Boosts brand recall

A distinct sonic identity - whether it's a music style or a sound logo - helps customers instantly recognise and remember your brand, even if they’re not looking at your name or logo.

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Key elements of audio branding in retail & hospitality

In-store or on-site music‍

Background music sets the tone. A premium fashion retailer might use minimalist electronic music, while a lively restaurant may opt for energetic, upbeat tracks. Startle’s music profiling services help brands tailor these environments with precision.

Sonic logo‍

A brief sound or melody that acts like an audible logo. It could be used at the end of promotional videos, in app notifications, or on branded content.

Voice & messaging

The voice in your audio messaging announcements in your store should align with your brand tone - warm and welcoming for a hotel, upbeat and direct for a high-street retailer.

Digital sound strategy
As more brands go omnichannel, audio branding extends to mobile apps, smart speakers, and online touchpoints, ensuring a seamless auditory experience.