Tech Mahindra Unveils Sonic Brand Identity via BrandMusiq

What happened

Tech Mahindra has introduced a new sonic identity for its brand, developed under an initiative called BrandMusiq. The IT services and consulting company is adopting a distinctive audio signature as part of its broader brand expression, according to Campaign Middle East.

Why it matters

Sonic branding is an underused lever in customer experience design. Where most companies focus on visual identity — logos, colour palettes, typography — sound is processed faster by the brain and often carries stronger emotional and memory associations. A well-designed audio cue, used consistently across touchpoints such as call centres, apps, adverts and events, can reinforce recognition and trust in ways that visual branding alone cannot.

For a technology and consulting firm like Tech Mahindra, whose services are largely intangible and delivered through digital channels, a sonic identity offers a way to make the brand felt in moments — such as a hold-call tone, an app notification, or a conference activation — where visual branding has no presence at all.

The Renascence take

Sonic identity often gets treated as a marketing flourish rather than a service-design tool, and that is where most organisations underuse it.

Sound is one of the few brand assets that reaches customers in moments when they cannot see a screen or a logo — on hold, in a lift, during a demo. The real opportunity for Tech Mahindra, and any B2B or B2B2C brand experimenting with sonic identity, is to weave it into functional touchpoints, not just campaigns: IVR systems, product onboarding, notification sounds. Done well, a sonic cue becomes a low-cost, high-frequency trust signal; done as a one-off jingle for adverts, it is just noise that fades once the campaign budget stops.