Sonic branding agency Brand Musiq recently developed a Sonic identity for HUL’s Vim dishwasher brand. The new Musical Logo (MOGO) aims to connect with consumers on an emotional level and connect more deeply with brands by creating strong sonic value.
“Brands are now recognizing the importance of creating their own unique sound identity for themselves. That’s why audio and sound have become so important to brands,” said Rajeev Raja, founder and sound engineer at Brand Musiq.
Consumers have historically associated different brands with specific sounds. However, Rajah believes that these were limited to sounds used to promote a brand. On the other hand, when a brand creates an acoustic identity, it goes deeper into the brand’s values and essence.
According to
Raja, “Brand Musiq’s approach is to find scientific and strategic ways for music to evoke emotions that resonate with a particular brand personality. Like a logo, it lasts longer than a brand’s journey.” When Brand Musiq is working on a particular brand, it marks all the audio points that brand might be heard. These potential consumer touchpoints have doubled compared to five years ago. Brands today are heard not only on TV, but also in digital spaces such as social media, digital content and websites. brands in all categories are looking to create music logos. Raja was initially owned by many players in the financial services category such as HDFC Bank, MasterCard Global Voice reassurance is a good thing, especially as we become more dependent on digital payments.
Another category of brands is delivery apps like Zomato. Voice alerts about driver location are seamlessly integrated with the app, so users may not need to keep track of them across screens.
More and more of his FMCG brands are realizing that they can no longer ignore digital audio media. Brand Music is already working with HUL’s three brands, Raja said.
Brand Music has created and managed the sonic identities for several other brands including Vistara Airlines, Raymond, Kraft, Nestle, Blue Band, MG Motors and Reliance Petroleum.
Brand Music recently launched Brand Music Labs to study the fundamental properties of sound and its effects on humans on an emotional, physiological and neurological level.
This initiative seeks to conduct sound experiments and experiences to engage with leading practitioners in the fields of marketing, sound branding, behavioral science and musicology.
“Brand Music Labs is our way of giving back to the industry. Marketers still have a lot of questions when it comes to Sonic branding. Is it effective? Brand Music Labs was launched to decipher these questions. The aim is to conduct fundamental research into how music can contribute to a brand’s overall performance without a commercial purpose,” explains Raja.
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