Homonym leads Home Credit brand refresh with sonic branding strategy

Music is used as a marketing strategy that can help brands cross boundaries and reach target markets. Sonic branding is a marketing tool that analyzes the songs that are heavily rotated in playlists and uses audio data to show a clear picture of what the company’s sonic identity can be.

Homonym, an agency that specializes in end-to-end music marketing and innovative audio solutions, advocates sonic branding as a marketing strategy that can help make a greater impact to any kind of project or campaign.

Home Credit’s brand refresh with Moira singing her heart out to the iconic lyrics of “Para sa Home, Para sa Life''  is Homonym’s latest campaign that uses sonic branding.

By using studies that provide insight into the music habits of Filipino consumers, Homonym was able to determine Home Credit’s brand essence and fine-tuned it with preferences of the target market to produce a melody that portrays a positive vibe and the feeling of trust and respect.

“Marketing strategies have turned to visual messaging these past two years and now, marketers are on the lookout to explore other senses that can work. This is where sonic branding comes in. It is a strategic, purposeful and consistent use of sound and music in branding and marketing to shape perception and behavior,” said Mike Constantino, founder and CEO of Homonym.

“As a reliable financial partner of Filipinos, Home Credit has a greater mission of helping its consumers better manage their finances and promote financial inclusion. With music as a huge part of our lives, we at Home Credit saw the value of building our sonic identity and communicating our messages through music to make more people relate to the message of hope and trust that we are trying to convey,” said Sheila Paul, Home Credit Philippines’ chief marketing officer.

To highlight Home Credit’s brand refresh and extending services applicable to home and life, Homonym creates the brand’s sonic identity by focusing on the sung line and three notes in ascending pattern to imbibe the feeling of success while maintaining the comforting approach to elicit trust in the brand.

 “Sight targets the brain while sound targets emotions thus eliciting feelings. By creating that emotional connection with the brand’s own signature sound, it will create a long-lasting effect on the target audience and increase familiarity to the brand”, said Constantino.