How BrandMusiq is creating sonic experiences beyond traditional marketing activities

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.

What inspired you to create BrandMusiq, and how did your journey in sonic branding begin? Additionally, can you share some of the early challenges you faced in establishing BrandMusiq in the Indian and Asian markets?

The inspiration behind creating BrandMusiq stemmed from my background in advertising and my passion for music. I have always been a musician, a professional flutist playing jazz and fusion music. After spending nearly three decades balancing advertising and music, I realized that I could merge my expertise in both fields to create something innovative. My experience allowed me to appreciate the power of sound in evoking emotions and creating memorable experiences, insights that I 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, we faced challenges adapting our strategies to the diverse cultural landscapes of India and Asia. Our big global project with Mastercard, which spanned 190 countries, was a significant milestone that required us to stay focused on creating universal yet culturally resonant sonic elements.  

BrandMusiq has worked with a diverse range of industries, from finance to airlines. How do you tailor your approach to meet the specific needs of each industry?

From the start, we realized that writing a brief for music is not easy. So, we developed a brand-first process that operates on a strategic level, ensuring that the music aligns with the brand's identity rather than personal preferences. This process is consistent across industries but tailored to specific needs by mapping customer journeys and identifying unique audio touchpoints or what we term “earpoints”.

For example, in the finance industry, where trust and security are paramount, we could focus on creating calming and reassuring sonic elements for interactions like ATM transactions or online banking. In contrast, for airlines, where adventure and excitement are often associated with travel, we may incorporate energetic and uplifting sounds to enhance the passenger experience, from boarding to in-flight entertainment. It all depends on the unique persona and essence of a brand. By understanding the emotional triggers and touchpoints specific to each brand, we design sonic branding solutions that effectively engage and connect with consumers, ultimately strengthening brand loyalty across diverse sectors.

Could you explain the concept of the Sonic Identity System, including MOGOSCAPE, MOGO and Mini-MOGO, and how it benefits brands?

BrandMusiq’s Sonic Identity System provides a comprehensive framework for creating unified and memorable audio experiences through three main components:

MOGOSCAPE: 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 MOGOSCAPE acts as the sonic backdrop for the brand, embedded within which is the MOGO.

MOGO: Short for musical logo, this 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.

Mini- MOGO: A 1.5-second audio cue used for notifications and alerts in digital interfaces. It acts as a quick reminder of the brand's aural identity in everyday interactions.

Together, these elements help brands create a unique sound identity, enhance brand awareness, and foster deeper emotional connections with customers across various touchpoints.

What trends do you see emerging in the field of sonic branding, both in India and globally?

Several trends are emerging in the field of sonic branding:

Sonic Identity Integration: Brands are increasingly recognizing the importance of having a sonic identity and using it across all their marketing efforts. With customers interacting with auditory channels like voice assistants, podcasts, and social media platforms, brands are putting more of an emphasis on developing unique sonic identities to enhance emotional connections and brand recall.

Internal Engagement: Companies like Infosys are using sonic branding for internal employee engagement, enhancing their corporate culture and communication.

AI and Digital Engagement: The use of AI in creating adaptive and personalized audio experiences is growing, along with digital engagement through platforms like voice assistants and podcasts. Adaptive and interactive sound branding features are emerging, with brands exploring dynamic audio experiences that adapt based on context or user activity, thanks to advancements in AI and machine learning.

Playlist Curations and Artist Activations: Brands are curating playlists and collaborating with artists to enhance their sonic presence.

UI/UX Integration: Incorporating sound into user interfaces to improve the overall user experience.

How do you see the role of sonic branding evolving in the next five to ten years?

In the next five to ten years, sonic branding is expected to undergo significant evolution:

Increased Adoption: As brands recognize the power of audio branding in creating emotional connections with customers, its use will increase across industries.

Technological Innovations: Advances in AI and voice assistants will enable more personalized and immersive audio experiences. As sound design methods advance, companies will explore new and creative ways to create distinctive sound identities.

Consistency Across Cultures: Maintaining consistent brand identities across different cultures will become more important.

How is BrandMusiq preparing to incorporate AI into its processes, and what are your thoughts on the balance between human creativity and technological advancements in creating effective sonic identities?

BrandMusiq is preparing to incorporate AI through our Soniq Vault, a one-stop repository for audio, workflow management, and content creation. It uses AI-powered intelligent tracking and search, along with generative AI to create on-demand versions for various marketing communications. 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.

What exciting projects or partnerships is BrandMusiq currently working on, and what are your future goals for the company? How do you plan to achieve these objectives?

This year, we’ve focused on expanding our services and enhancing our technology platform. We’re also eyeing international growth.

We're 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 we're actively developing services in that area as well.