Analyzing songs that are heavily rotated in playlists and using audio data will show a clear picture of what the sound identity of the company may be. This marketing is called Sonic Branding.
Homonym, an agency specializing in end-to-end music marketing and innovative audio solutions, advocates Sonic Branding as a marketing strategy that can help make a bigger impact on any project or campaign.
“Marketing strategies have turned to visual messaging for the past couple of years and now marketers are looking for other meanings that can work. That’s where Sonic Branding comes in. It’s all about strategic, targeted and consistent use of sound and music in branding and marketing to shape perception and behavior,” said Homonym Founder and CEO Mike Constantino.
The Home Credit brand refresh featuring Moira singing her heart out the iconic lyrics to “Para sa Home, Para sa Life” which was revealed this month, is Homonym’s latest campaign to use sonic branding.
Using studies that provide insight into the musical habits of Filipino consumers, Homonym was able to determine the essence of the Home Credit brand and tweak it with the preferences of the target market to produce a tune that portrays a positive vibe and sense of trust and respect. .
“As the trusted financial partner of Filipinos, Home Credit is on a mission to help its consumers better manage their finances and promote financial inclusion. With music such a big part of our lives, we at Home Credit, we saw the value in building our sonic identity and communicating our messages through music so that more people relate to the message of hope and confidence that we are trying to convey,” said Home Sheila Paul, Marketing Director of Credit Philippines.
Homonym believes in the effective combination of sight and sound, giving rise to the company’s Rhyme & Reason messaging.
“Sight targets the brain while sound targets the emotions, thus eliciting feelings. By creating that emotional connection with the brand’s own sound, it will create a lasting effect on the target audience and increase brand familiarity,” Constantino said.
To highlight the refresh of Home Credit brand and the extension of services applicable to home and life, Homonym creates the sound identity of the brand focusing on the sung line and three notes in rising pattern for s imbue with the feeling of success while maintaining the comforting approach to instilling trust in the brand. .
“For us at Homonym, our goal has always been to meet our partners’ demands for comprehensive music and to provide audio solutions as a way to build brands and connect more with their audience. We believe the Sonic brand has the power to do that because it has the ability to make people feel. And when people feel, they remember,” Constantino said.