MAM
Sonic branding in practice: A deep dive into the process of creating ‘MOGO’ for leading brands
At BrandMusiq, we harness the transformative power of sound to create sonic identities that align with a brand’s core essence and resonate with its audience. Our strategic, industry-spanning process customizes to each brand, mapping customer journeys to identify unique touchpoints, or “earpoints.”
The MOGO is the sonic summation of a brand’s persona. Musicality is crucial to evoke the desired expressions, which is why we call it a musical logo and not just an audio or sonic logo. What we create is a comprehensive sonic identity system, much like a visual identity but for the auditory senses.
MUSE: The heart of sonic branding
Our process, anchored by MUSE (musical strategy exercise), combines Western psychology, Indian classical arts, and modern audio science. This intricate process helps us distill a brand’s essence into a universal sonic palette.
Step 1: Brand discovery
In a two–three hour collaborative session, we explore the brand’s DNA, persona, and the emotions it aims to express through sound.
Step 2: Sonic mapping
Transitioning from abstract concepts to tangible sounds can be challenging. To bridge this gap, we develop sonic moodboards—audio sketches that help clients identify their brand’s sound zone, ensuring the musical direction aligns with the brand’s persona.
Step 3: Unveiling the MOGOSCAPE and MOGO
The culmination of our process is the creation of the master sonic identity of the brand, comprising MOGOSCAPE, MOGO and mini-MOGO. In the digital age, music and sound are as crucial as visual elements in defining a brand’s identity. The MOGOSCAPE, a 60–90 second sound palette, serves as the brand’s sonic backdrop, embedded within which is the MOGO—a concise, distinctive sound signature that captures the brand’s essence in a three second audio cue.
After finalizing the master sonic identity, we work with our clients to understand the consumer journey and map the various earpoints—audio touchpoints—where the sound will be integrated. This approach creates more opportunities for the brand to be heard, ensuring a consistent and cohesive sonic presence. The MOGOSCAPE allows for content customization, enabling the creation of fresh and new adaptations, all derived from the master sound.
Sonic identity system: MOGOSCAPE, MOGO, and Mini-MOGO
Our sonic identity system comprises three main components:
1. MOGOSCAPE: This 60–90 second sonic palette acts like a visual color scheme for the brand, encompassing various tones and musical elements that capture the brand’s essence.
2. MOGO: The musical logo, a three-second sound signature, strengthens brand memory and evokes core values and emotions.
3. Mini-MOGO: A 1.5-second audio cue used for notifications and alerts in digital interfaces, reinforcing the brand’s aural identity in everyday interactions.
These elements help create a unique sound identity, enhance brand awareness, and foster deeper emotional connections with customers across various touchpoints.
Real-world applications
After completing the sonic identity, we create versions or adaptations to suit specific earpoints (or audio touchpoints) and the content theme.
· Vivo: For the in-phone product integration, the ringtone and notification sounds were designed to have a digital feel while maintaining consistency by using the same melodic framework as the MOGO.
· Air India Express: Created an in-flight version of the Air India Express sonic identity to evoke a sense of calm and peace.
· Infosys: Developed unique sonic branding for digital videos, events, and merchandise, tailored to each theme and content.
· HDFC: Implemented a pioneering sonic integration by incorporating the MOGO across all ATMs nationwide, signaling the successful completion of transactions.
· Zomato: Developed sonic navigation cues to provide users with intuitive and engaging alerts throughout the order and delivery process.
· Federal Bank: Established a pan-India presence for Federal Bank by creating versions of the sonic identity for various Indian festivals, reinforcing the brand’s cultural connection and celebratory spirit.
The power of sonic branding
Sound reaches the human brain 20 times faster than visuals, enhancing customer immersion and engagement by up to 86 per cent. Research shows that music can improve brand recognition by 46 per cent, and 41 per cent of consumers believe sound is a key element of brand communication. Furthermore, 74 per cent of young adults feel more emotionally connected to a brand thanks to music. With the rise of voice-enabled technology and a global resurgence in audio consumption, there has never been a better time to integrate sonic branding into your brand strategy.
At BrandMusiq, we transform brand identities from cognitive recognition to emotional connection, ensuring that your brand’s sound is not just heard, but felt. Thanks.
The article has been authored by BrandMusiq founder and soundsmith Rajeev Raja.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
