In a world where visual saturation and automation reign, the quickest way to a customer’s heart is through the ears. BrandMusiq, a global sonic branding company based in Mumbai, India, has been pioneering the art of sonic identity since its establishment in 2012. In a world where visual saturation and automation prevail, BrandMusiq has perfected the craft of connecting brands with consumers through sound. Their innovative MOGO (musical logo) concept has captivated clients like HDFC Bank, Mastercard, Unilever, and Zomato.
In an exclusive interaction with Adgully, Rajeev Raja, Founder and Soundsmith at BrandMusiq, speaks at length about BrandMusiq’s journey in sonic branding, the early challenges faced in the Indian and Asian markets, the Sonic Identity System – including MOGOSCAPE, MOGO, and Mini-MOGO – emerging trends in sonic branding, and how BrandMusiq is preparing to incorporate AI into its processes. He also shares insights on the balance between human creativity and technological advancements in creating effective sonic identities.
The inspiration behind creating BrandMusiq stemmed from Raja’s background in advertising and his passion for music. With nearly three decades of experience balancing advertising and music, he realized he could merge his expertise in both fields to create something innovative. His background allowed him to appreciate the power of sound in evoking emotions and creating memorable experiences, insights that he later applied to the realm of branding. This led to the birth of BrandMusiq, positioned at the intersection of music and branding.
Establishing BrandMusiq in the Indian and Asian markets presented its share of challenges, particularly in an industry where sonic branding was still emerging as a recognized discipline. There was a low awareness of what sonic branding actually entails, and a need to distinguish it from anthems, jingles, etc. One of the early hurdles was educating clients about the importance and effectiveness of sonic branding in enhancing brand identity and consumer engagement. Convincing businesses to invest in this relatively new concept required patience and persistence, as well as demonstrating tangible results and success stories. Clients also often needed guidance on how to effectively use their sonic identity. Additionally, BrandMusiq faced challenges adapting its strategies to the diverse cultural landscapes of India and Asia. Their big global project with Mastercard, which spanned 190 countries, was a significant milestone that required them to stay focused on creating universal yet culturally resonant sonic elements.
BrandMusiq has worked with a diverse range of industries, from finance to airlines. They tailor their approach to meet the specific needs of each industry by developing a brand-first process that operates on a strategic level, ensuring that the music aligns with the brand’s identity rather than personal preferences. By mapping customer journeys and identifying unique audio touchpoints or „earpoints,“ BrandMusiq designs sonic branding solutions that effectively engage and connect with consumers, ultimately strengthening brand loyalty across diverse sectors.
BrandMusiq’s Sonic Identity System provides a comprehensive framework for creating unified and memorable audio experiences through three main components: MOGOSCAPE, MOGO, and Mini-MOGO. The MOGOSCAPE is a 60-90 second sound palette that serves as a brand’s sonic identity, similar to a visual color scheme. It includes a variety of tones and musical components that capture the brand’s essence. The MOGO, short for musical logo, is a succinct, distinctive sound signature that strengthens brand recall. It is a 3-second audio cue that captures the essence of the brand and evokes its core values and emotions. The Mini-MOGO is a 1.5-second audio cue used for notifications and alerts in digital interfaces. Together, these elements help brands create a unique sound identity, enhance brand awareness, and foster deeper emotional connections with customers across various touchpoints.
Several trends are emerging in the field of sonic branding, including Sonic Identity Integration, Internal Engagement, AI and Digital Engagement, Playlist Curations and Artist Activations, and UI/UX Integration. Brands are increasingly recognizing the importance of having a sonic identity and using it across all their marketing efforts to enhance emotional connections and brand recall.
In the next five to ten years, sonic branding is expected to undergo significant evolution with increased adoption, technological innovations, and consistency across cultures. As brands recognize the power of audio branding in creating emotional connections with customers, its use will increase across industries. Advances in AI and voice assistants will enable more personalized and immersive audio experiences, while maintaining consistent brand identities across different cultures will become more important.
BrandMusiq is preparing to incorporate AI through their Soniq Vault, a one-stop repository for audio, workflow management, and content creation. While AI can enhance efficiency and provide data-driven insights, the balance between human creativity and technological advancements is crucial. Human creativity ensures that the emotional and cultural nuances of sound are captured, while technology can aid in refining and personalizing these creations for diverse audiences.
This year, BrandMusiq has focused on expanding their services and enhancing their technology platform, with an eye on international growth. They are excited to announce the launch of a new vertical dedicated to creating extraordinary sonic experiences that go beyond traditional marketing activities. The field of UI/UX design is particularly thrilling, and they are actively developing services in that area as well.