People buy into brands and not products. An interesting and powerful way to improve your customer relationships with your Brand is by creating a sense of community.

Creating a sense of community gives your customers something authentic to feel connected to. It makes your Brand’s identity stronger, more approachable, and relatable to your customers.

Music streaming services such as Spotify and Soundcloud offer great ways to start building a sense of community. Currently, standard push advertising is the most obvious way to advertise on music services but creating, or sponsoring a curated playlist is much more effective when it comes to creating a sense of community.

It delivers on your customer’s genuine desires and provides an excellent opportunity to share about your Brand’s culture and personality.

The most common way to curate a playlist is organizing songs by themes like genre, era, or region. A less common approach, which could prove more effective, is curating music for special occasions or live events.

To consistently appeal to the human ability to associate music with specific memories that evoke certain emotions to influence the way your Brand is being perceived; it’s recommended to create music branding guidelines. Music branding guidelines are a powerful tool to manage your Brand’s audio identity, which helps you to ensure consistency, build trust, and create preference.