To understand the audio and sonic branding landscape of India, we reached out to Rajeev Raja, the Founder and Soundsmith of BrandMusiq, which specializes in creating signature sounds and musical logos for brands. In this exclusive chat, Raja outlines the role of sonic branding in modern marketing and highlights how audio elements affect brand perception and loyalty.
He speaks about how sonic branding can be integrated with other elements of a brand’s identity and addresses how to measure the effectiveness of a sonic branding strategy. Raja also touches upon the current trends in sonic branding and shares advice for brands looking to develop or enhance their sonic branding.
Rajeev Raja of BrandMusiq on sonic branding
To initiate the conversation, Raja shares insights on how consumers typically respond to sonic branding. He says, “All humans respond to music in a similar way, regardless of culture, region, etc. Music has a certain universality that can work effectively if brands choose to invest in creating a sonic identity.”
“For brands today, looking to increase engagement, sonic branding has proven to significantly enhance the overall brand experience. Sonic branding evokes emotions, creates brand recognition and recall, and even influences consumer behavior. A well-crafted sonic brand can resonate with consumers on a deeper level, creating a sense of familiarity and trust,” he adds.
Elaborating on the impact of how audio elements affect brand perception, he says, “While there are many studies that talk about the impact of music on human emotions, it was also important to understand the correlation between music, emotions, and brand affinity.”
Citing a recent study, Raja says, “At BrandMusiq, we collaborated with Northern Illinois University to establish the connection between brand and music through two studies: first, The Impact of Western Scales and Indian Ragas on Human Emotion & Brand Affinity, and second, The Role of Musical Timbre and Tempo on the Perception of Brand Personality.”
“These studies,” he says, “have authenticated the impact that music has on brand perception and loyalty.”
Rajeev Raja on sonic branding in modern marketing
Outlining the role of sonic branding in modern marketing and how it differs from traditional audio elements used in advertising, Raja says, “Music has been used in advertising traditionally in the form of jingles and songs in TVCs. However, in the age of modern marketing, especially with the digital explosion, it is important to go beyond the mere jingle and evolve into a sonic identity that is a part of the brand architecture and identity, regardless of the communication medium.”
Touching upon the primary objectives brands aim to achieve through sonic branding, Raja says, “The primary aim of sonic branding is to add the sensorial element of sound to the brand experience to evoke emotions in consumers, building brand recognition and recall.”
He continues, “In a world where consumer interactions with brands are becoming increasingly transactional, sound adds a layer of emotion that humanizes the brand and strengthens connections with consumers. This aligns with broader marketing goals by helping brands stand out, engage with consumers, and build lasting loyalty.”
Rajeev Raja on Jingles vs Sonic Branding
Outlining the key difference between audio elements—jingles and sonic branding, Raja says, “Jingles are often limited to a single brand campaign, with very few jingles outliving the campaign objective. However, a sonic identity is created with a focus on the brand and not just communication/content.”
He adds, “Thus, a sonic identity aligns with the brand’s larger purpose and can be adapted and seamlessly integrated across various communication and marketing initiatives, subtly reinforcing the brand.”
Rajeev Raja on creating a sonic identity system
Outlining how sonic branding can be integrated with other elements of a brand’s identity, such as visual branding and messaging, Raja says, “A sonic identity system consists of three major pillars: A MOGOSCAPE® (60-90s sonic palette), A MOGO® (3-5s musical logo), and a Mini-MOGO® (1.5s functional sound).”
He says, “A sonic identity is created keeping in mind the diverse media and communication requirements of any given brand, thus enabling the flexibility to borrow elements from the MOGOSCAPE® (sonic palette) and adapt it for a piece of content.”
“To ensure consistency, it is recommended that the MOGO® (musical logo) be used in conjunction with the logo to establish the connection between the MOGO® and the brand,” Raja says.
Walking us through the process of developing a sonic brand, Raja explains, “We follow a robust 3-phase process – M.U.S.E – to develop the sound of a brand. The first phase is Brand Discovery, where we focus on understanding the softer aspects of the brand, such as its values, persona, and what it wishes to evoke in its consumers.
“The second phase is Sonic Mapping, which involves identifying sonic moods that capture the outcomes of the Brand Discovery. Finally, in the third phase, we create the Sonic Identity through the composition and production of the final sound identity,” he adds.
Measuring the effectiveness of a sonic branding strategy
Addressing the question of measuring the effectiveness of a sonic branding strategy, Raja says, “Sonic branding is still emerging but gaining momentum, especially with the rise of digital and audio-first devices. As more brands invest in developing a unique sonic identity, it’s important to measure its effectiveness over time. Studies indicate that sonic branding significantly enhances both brand recognition and consumer engagement.”
Outlining some of the significant findings from these studies, Raja mentions that 79% of consumers can recognize brands by sound alone. Additionally, sonic assets outperform visual ones, offering 8.53 times greater impact. He notes that implementing a sonic identity has been shown to boost brand recognition by 46%, while radio ads featuring sonic branding increase ad recall by 17% and purchase intent by 6%.
Raja adds that tracking these metrics over time helps brands gauge the true impact of their sonic branding efforts.
Sharing an example of some successful sonic branding campaigns, Raja says, “Some of our most successful sonic branding projects have been for brands like Mastercard, HDFC Bank, Federal Bank, Zomato, Infosys… to name a few.”
He adds, “One of the key factors that contributed to the success of these sonic identities is their consistent use across every ear-point (audio touchpoint).”
Raja asserts, “Creating a sonic identity is only the first step. It is important to continue building an emotional connection with your consumers through the sensorial power of sound. At BrandMusiq, we work closely with our brands to identify innovative and exciting ways to use the power of sound at various points in the consumer journey.”
“Sound resonates deeply at a subconscious level”
Exploring how consumers typically respond to sonic branding, Raja says, “Sound has a unique ability to tap into human emotions in ways visuals often cannot. At BrandMusiq, we believe that a MOGO (or a musical logo) is one of the fastest ways to connect with a consumer’s heart. Sound resonates deeply at a subconscious level, embedding itself in memory. Hearing a brand’s melody again can trigger emotional responses, brand associations, and even vivid imagery tied to the brand.”
He continues, “Music, in particular, transcends cultural boundaries, enabling brands to build stronger, more meaningful connections with diverse audiences. A distinct sonic identity allows brands to convey their values and evoke powerful emotions, often more effectively than visual communication alone.”
Citing studies to show how sonic branding can enhance brand perception, loyalty, and consumer engagement, he mentions a Nielsen study that found brands using audio branding saw a 96% brand recall rate, compared to 89% for visual-only campaigns.
He also recalls a Mastercard study that revealed the use of sound and animation at checkout increased consumer trust by 3.4 times. He adds, 80% of consumers are more likely to return to merchants using the Mastercard sound and animation, and says 78% of consumers prefer the Mastercard sound and animation when shopping in-store or online.
Rajeev Raja on sonic branding trends and technologies
Now, moving the conversation towards the current trends and emerging technologies that are influencing the soundscape, Raja says, “Several trends are emerging in the field of sonic branding.”
Elaborating on this he adds, “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 placing more emphasis on developing unique sonic identities to enhance emotional connections and brand recall.”
He further adds, “Companies like Infosys are using sonic branding for internal employee engagement, enhancing their corporate culture and communication.”
Outlining the role of AI and digital engagement, Raja mentions, “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.”
Building on the point of digital engagement, he also mentions some recent trends in the digital and social media space. He says, “With increasing budgets being allocated to social media and digital advertising, a brand sound can be a highly effective tool. Instead of relying on generic music available to all, using your brand’s unique sound can create a stronger connection with your audience. Digital platforms also offer opportunities for sonic activations through collaborations with artists and influencers, helping brands connect more deeply with their followers and consumers.”
Among other trends, he speaks of incorporating sound into user interfaces to improve the overall user experience, and playlist curations and artist activations.
How can brands develop or enhance their sonic branding
“Creating a sonic identity is just the beginning,” declares Raja, sharing his advice for brands looking to develop or enhance their sonic branding. He continues, “A successful sonic brand should be consistent, unique, and reflective of the brand’s core values, extending far beyond traditional advertising. Instead of focusing solely on ‘opportunity to see’ (OTS), brands should consider ‘opportunity to hear’ (OTH) when crafting their strategy.”
He further says, “As brands map their customer journey, audio should be thoughtfully integrated at various ‘earpoints’ or audio touchpoints. These could include product integration, call center IVRs, retail environments, music streaming platforms, and the increasing presence of smart, audio-first devices like smart speakers.
“By weaving the brand sound across their touchpoints and earpoints, brands can subtly reinforce their identity and values. A well-designed musical logo (MOGO) not only boosts brand recognition but also creates a more immersive, multi-sensory experience for consumers,” says Raja.
Sharing more advice for brands, Raja speaks of how brands should approach the evolution of their sonic branding over time. He says, “Just like visual identity, a sonic identity may evolve with changing consumer expectations and market dynamics. The key is to ensure that, even when evolving, the sound remains true to the brand’s core melodic and emotional expressions.”
Recalling an example, he says, “When we worked on Raymond’s sonic identity, the goal was to modernize their classic Schumann-inspired melody. While the original sound was iconic, it needed to evolve to reflect Raymond’s shift toward a more contemporary image. We were able to refresh the sound while still staying true to the brand’s heritage, demonstrating that sonic identities can evolve gracefully rather than needing to be entirely replaced.”
To wrap up this insightful interaction, Raja reiterates his goals for the future, he says, “This year, we’ve focused on expanding our services and 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 we’re actively developing services in that area as well.”
