Beauty salons should consider breaking with stereotypes, says audio branding specialist

A study conducted by PH Media Group has found the typical voice profile used by firms in their audio branding is female and aged 25 to 35.

The most popular voice is also friendly and reassuring in tone, helping to convey a sense of reliable service and specialist expertise.

But audio branding specialist PH Media Group advises beauty salons to consider breaking with stereotypes where appropriate and choose branding that most accurately reflects their company and its values.

“The fact the most popular voice used in the beauty trade is male will come as no surprise, given the typical customer base,” said Dan Lafferty, Director of Voice and Music at PH Media Group.

“A female voice offers a soft, soothing presence, especially when combined with relaxed music, so can help to instil customers with a sense of ease and openness. But that doesn’t mean it will necessarily be the best fit across the board and companies should use a voice which best reflects their products, customer base and service proposition.

“A masculine voice is typically perceived as authoritative, so might be deployed to convey assured expertise, which could be useful in a trade that has occasionally been marred by questions over certain treatments.”

The research audited the beauty trade’s on-hold marketing – the messages heard by callers when they are put on hold or transferred – to reveal which voice and music is most widely used.

The most popular music tracks were friendly and relaxed in style, designed to reinforce the welcoming, reliable image communicated through the tone of voice.

Many firms opt to use popular music tracks but, due to existing emotional associations, these tracks are often unsuitable in convincing a customer to buy.

“Sound is a powerful emotional sense,” added Dan. “People will often attach feelings, both positive and negative, to a piece of commercial music, which will be recalled upon hearing it.

“Placing a piece of commercial music in an on-hold situation, no matter how cheery and upbeat it may seem, is a lottery of the individual’s previous experience of the track. Using commercial music is also a square peg, round hole scenario, taking a piece of music and trying to make it fit a new purpose to convey a message it was never intended to.

“A bespoke music track starts from the ground up, with each element forming or reflecting the brand proposition, and with there being no previous exposure among the client base. The physical attributes of the track – whether major, minor, fast, slow, loud or quiet – are used to communicate emotional meaning, rather than the personal experience of the individual.”

Image: Dollar Photo Club