MUMBAI: In an exclusive conversation with Radioandmusic, Rajeev Raja, Founder and Soundsmith at BrandMusiq, shares invaluable insights into how sonic branding is transforming the way brands connect emotionally with their audiences. As attention spans shrink and digital spaces become noisier, Raja believes sound is no longer a complementary element, it is the brand.
Sound: The Fastest Route to Emotion
“At BrandMusiq, we’ve always believed that sound has a direct route to emotion,” says Rajeev. “Unlike visuals, which require cognitive interpretation, sound travels straight to the limbic system—the emotional center of the brain.”
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This makes sonic identity a far more powerful tool for building emotional resonance compared to traditional visual branding. Raja points to Vistara Airlines as a prime example, where the airline’s MOGO® (Musical Logo) continued to spark emotional recall even after operations ceased. “Sound became their emotional anchor,” he reflects.
At BrandMusiq, the creation of sonic identity follows a structured MUSE framework:
• Brand Discovery: Understanding the brand’s emotional and aspirational core.
• Sonic Mapping: Creating moodboards that translate the brand persona into sound sketches.
• Sonic Identity Creation: Producing a complete sonic system featuring the MOGO®, MOGOSCAPE®, and Mini MOGO®.
“It’s about moving from mere recognition to deep emotional resonance,” Rajeev adds.
Crafting a MOGO®: The Art and Science Behind the Sound
Creating a MOGO® is more than composing a melody—it’s about capturing a brand’s true essence.
“We approach brands as personalities, using emotional and character-driven frameworks inspired by Indian philosophy,” Rajeev explains. Through detailed discovery sessions and sonic moodboards, the brand’s spirit is translated into a sonic identity that stays consistent across all touchpoints.
The result is a musical logo that not only sounds good but feels right—subtly reinforcing the brand’s message at every consumer interaction.
Why Sonic Branding Matters in the Digital Age
“In today’s noisy digital world, attention is the new currency,” says Rajeev. “Sonic branding doesn’t demand visual focus or screen time—it works subliminally.”
From app notifications and voice assistants to payment confirmations and podcast jingles, sonic cues can create emotional touchpoints (“earpoints”) throughout the customer journey.
“More than identifiers, these sounds create feelings,” he notes. “And it’s feelings—not logos—that drive loyalty.”
Consistency is key. Using their proprietary Earpoint Mapping method, BrandMusiq ensures that sonic elements remain harmonized across all customer touchpoints, creating a cohesive emotional experience.
Case Studies: Mastercard, Zomato, and HDFC Bank
Rajeev shares impressive success stories that highlight sonic branding’s impact:
• Mastercard’s global MOGO® created a universally recognizable soundscape, helping the brand win Best Audio Brand three years in a row.
• Zomato’s ‘Zing’ sonic identity now powers over 1 billion audio interactions a year across five countries, enhancing user experience across the app and beyond.
• HDFC Bank’s MOGO® reinforces trust and reliability subtly through ATMs, mobile apps, and branch environments, building emotional equity over time.
“The common thread across all these examples is how sound builds a subconscious, lasting relationship with consumers,” Rajeev emphasizes.
The Future of Sonic Branding: Voice Tech, AI, and Beyond
Looking ahead, Rajeev envisions a world where sonic identity becomes indispensable.
“As we move into a voice-first, screen-less world powered by AI and immersive technologies, brands that can be consistently heard—emotionally and authentically—will thrive,” he says.
BrandMusiq is future-ready with innovations like the Soniq Vault, a platform for managing, adapting, and deploying sonic assets globally. But Rajeev insists the balance between human creativity and AI will be crucial to preserving emotional authenticity.
From voice assistants and smart homes to in-car experiences and metaverse interactions, sonic branding will be at the heart of the brand-consumer relationship.
“Sound isn’t just a complement to branding anymore,” concludes Rajeev Raja. “It is the brand.”
