An interview with Rajeev Raja, Founder of BrandMusiq, a leading sonic and audio branding agency
In this interview, we sit down with Rajeev Raja, the visionary founder of BrandMusiq, a pioneering agency in sonic and audio branding. With a deep passion for music and marketing, Rajeev has revolutionized how brands connect with their audience through sound.
He shares his insights on the importance of audio identity and how it enhances brand recognition and consumer loyalty in today’s competitive landscape.
What practical implications do the findings of this study have for marketers looking to enhance their brand’s sonic identity?
Rajeev Raja: The findings of this study provide marketers with actionable insights for refining their brand’s sonic identity.
By understanding the interplay between instrumental timbre, tone musical tempo, marketers can strategically design auditory elements that align with their brand personality and resonate with their target audience.
For instance, selecting specific instruments—like the flute to convey sophistication or the piano for competence/trust—can help establish a brand’s desired traits.
Moreover, the study underscores how tempo influences consumer perceptions and how the combination of timbre and tempo can enhance brand relevance and recall.
At BrandMusiq, we understand the science of sound and leverage these insights to craft distinctive, emotionally engaging sonic identities.
Our expertise enables brands to move beyond generic auditory cues, creating bespoke sonic identities that resonate with audiences, fostering deeper connections, and reinforcing brand loyalty.
How might the findings of this research contribute to the broader understanding of sensory branding in marketing?
Rajeev Raja: 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. Our research provides valuable insights into the strategic application of sonic elements in crafting a brand’s auditory identity.
It highlights the critical role of aligning instrumental timbre and tempo to accurately convey a brand’s personality. This alignment is essential for marketers striving to develop impactful and memorable sonic identities.
For example, an inappropriate tempo can dilute the intended effect of an instrument, resulting in a disconnect between a brand’s sonic identity and its desired personality.
These findings underscore the importance of precision in designing auditory branding strategies to ensure resonance with consumers and reinforcement of brand values.
What inspired you to establish BrandMusiq, and how did your journey in sonic branding begin?
Rajeev Raja: The inspiration to establish BrandMusiq stemmed from my lifelong passion for music and a 25-year career in the advertising industry. In 2011, I saw an opportunity to merge these two worlds, combining my expertise in brand building with my love for music.
As the digital landscape expanded, it became clear that brands needed more than just generic background music—they required a strategic, purposeful approach to defining their auditory identity.
This realization led to the creation of BrandMusiq, where we craft the unique sound of a brand, ensuring it resonates deeply with its audience and reinforces its core values.
Can you explain what sonic branding is and why it’s important for brands today?
Rajeev Raja: Sonic branding, in its simplest form, is the expression of a brand’s persona through the sensorial of ‘sound’. It is about expressing sonically how a brand wants to be heard, complementing its visual identity.
That was the inspiration behind the term MOGO – which stands for Musical logo. A brand’s MOGO and LOGO are meant to complement each other.
While brands have traditionally focused on crafting their visual identity, the rise of digital technology has introduced multiple ‘earpoints’ or ‘audio touchpoints’ where consumers interact with brands.
This has made it essential for brands to establish a sonic identity—a comprehensive system that ensures a consistent auditory experience across all platforms.
Sound and music have a unique ability to evoke emotions, build strong memory structures, and leave a lasting impression, even amidst today’s short attention spans.
By integrating a well-crafted sonic identity, brands can create deeper, more engaging consumer experiences, fostering stronger emotional connections and enhancing brand loyalty.
In an increasingly competitive and multi-sensory world, the importance of sonic branding has never been greater.
What is your process for creating a signature sound or musical logo for a brand?
Rajeev Raja: At BrandMusiq, we follow a robust strategic three-phase process known as M.U.S.E to develop a brand’s unique sound identity:
1. Brand Discovery: In this first phase, we dive deep into understanding the brand as if it were a person. We explore its personality, values, and emotional tone to get a clear sense of what the brand represents. This forms the foundation for the sound.
2. Sonic Moodboard: In the second stage, we create sonic moodboards that align with the brand characteristics identified in the brand discovery phase.
This is where we experiment with different sounds and gather feedback to identify the right sonic “zone” that resonates with the brand. The goal here is to refine the direction of the sound.
3. Final Sonic Identity Creation: Once we’ve arrived at the right zone of sound, we move to the third and final phase—creating the brand’s sonic identity. This includes the main sonic theme, variations for different earpoints, and guidelines for consistent use across platforms.
What trends are you currently observing in the field of audio branding, and how are they shaping the industry?
In today’s Digital landscape, sound is becoming more personalised and immersive. And to truly unlock the power of sound, brands need to look at using their sonic identity in different ways to engage with their consumer across different ‘earpoints’.
Recognising this as an opportunity, BrandMusiq has started a new vertical – BrandMusiq XP, featuring a team of brand strategists and creative thinkers committed to crafting sonic branded content.
What BrandMusiq XP aims to do :
1. Create Immersive Sonic Experiences : This process can engage the senses and transform brand interactions, fostering emotional connections and creating lasting impressions through rich soundscapes and innovative audio elements with the sonic identity built in.
2. Impact through Events: Events and conferences can be a way for brands to understand and experience how sonic branding can help evolve a brand’s personality through implementing creative ideas and strategically integrating sound.
Interactive elements, like sound installations or live performances, can deepen engagement and create memorable highlights.
3. Music and Technology : Integration of AI, presents exciting opportunities for sonic branding. Brands can leverage AI to analyse consumer preferences and create personalised soundscapes that align with their identity.
Interactive audio experiences, such as apps for customised playlists enhance consumer engagement, while spatial audio technologies enrich live events with immersive soundscapes.
This combination enhances the sonic experience, enabling brands to connect more dynamically and personally with their audiences.
How do you incorporate cultural elements into sonic branding, especially in a diverse market like India?
The first step in effective sonic branding is crafting a sonic identity that authentically reflects the brand’s persona. In a culturally rich and diverse market like India, this foundation can be enhanced by thoughtfully incorporating region-specific elements.
Festivals, for example, present a unique opportunity for brands to create culturally rooted soundscapes, all originating from the master sonic identity.
Drawing inspiration from India’s vast musical heritage, we blend different to create soundscapes that resonate with audiences.
Incorporating traditional instruments helps evoke a sense of cultural pride and connection, especially during celebrations such as Diwali, Eid, and Pongal.
Each sonic element is carefully designed to align with the rituals and emotions of these occasions, resulting in authentic and memorable soundscapes that strengthen the bond between brands and their audiences.
What advice would you give to brands that are considering investing in sonic branding for the first time?
1. Give it time : Sonic branding is a strategic investment that takes time to establish in the minds of consumers. Just like a visual logo or tagline, the impact of a sonic identity grows with consistent exposure.
Brands should approach it as a long-term asset, understanding that the true value lies in building familiarity and emotional resonance over time.
Take the example of Zomato, created by BrandMusiq- the sonic identity was done 4 years back and now the sound of the “zing” is immediately associated with the brand.
2. Ensure sonic -consistency across ‘earpoints’ : To maximize effectiveness, the sonic identity must be consistently applied across all marketing initiatives. Whether it’s a TV commercial, social media campaign, in-store experience, or even a start sound on an app,
using sonic identity cues reinforces recognition and strengthens the connection with consumers. Consistency is key to creating a unified and memorable brand presence.
3. Create Sonic-Branded Content : Go beyond passive applications of your sonic identity and actively incorporate it into branded content.
From jingles and podcasts to interactive digital experiences, find creative ways to embed your sonic branding into content that engages your audience. This not only amplifies recall but also deepens emotional engagement.
By focusing on time, consistency, and creative integration, brands can unlock the full potential of sonic branding and create a powerful, lasting impression on their audience.
Is there anything else you’d like to share about the evolving role of sound in branding?
Rajeev Raja: 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 deeper with consumers, and build lasting loyalty.
Rajeev Raja’s expertise highlights the crucial role of sound in branding, shaping consumer experiences in powerful ways. His innovative approach through BrandMusiq continues to redefine marketing strategies, proving that a brand’s sonic identity is just as vital as its visual presence.
As the industry evolves, Rajeev’s contributions pave the way for a more immersive and memorable brand-consumer relationship.
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