Unforgettable – that’s what you want your brand experience to be
OK, so that doesn’t quite have the charm of the original, but just like Nat King Cole’s iconic melody, your brand should be memorable.
The Power of Sensory Branding
Brand experience can go far beyond visual appeal and auditory cues. Sensory branding engages sight, sound, smell, taste, and touch to create immersive experiences that linger in the minds of customers. Here’s how you can harness each sense to make your brand unforgettable:
Sight: Visual Identity Matters
Your brand’s visual elements – colour, mood-setting imagery, scale and proportion, pattern and texture – these are the first things customers notice. Create striking visuals that align with your brand identity and evoke the emotions you want to convey. A well-designed aesthetic captures attention and sets the stage for a memorable experience.
Sound: The Melody of Your Brand
Just as Nat King Cole’s voice is instantly recognisable, your brand can benefit from unique auditory cues. Whether it’s the earworm of a catchy jingle, music, or the sound associated with product use, these elements trigger emotional responses and reinforce brand recall.
Smell: Changing the Mood
Scent is a very powerful tool in sensory branding, closely linked to memory and emotion. Brands use signature fragrances to create an atmosphere and deliver an experience. Harness this by incorporating scents that reflect your brand’s essence, creating an olfactory signature that customers will remember. I was recently stranded at Schipol airport overnight thanks to a delayed flight and found sanctuary in the Moxy Hotel on site. The wonderfully fragranced reception was a surprise and my first cue that everything was going to be OK. My ‘delay dismay’ quickly dissipated. When I asked about the fragrance, I was told it is a closely guarded Marriott secret!
Taste: A Flavourful Connection
Taste is an obvious sensory dimension for food and beverage brands. However, even non-food brands can creatively incorporate taste into their business experiences. Be creative in your choice of event or meeting treats and refreshments. Is your brand more chocolate than cheese, more spicy or salty? If you’re serving drinks, which brands reflect your values? Classic champagne or promoting the new local craft beer?
Touch: The Feel of Your Brand
Tactile experiences can significantly influence consumer perceptions. The hands-on approach builds trust and connection. For consumer brands product design and presentation is everything. The materials and textures you choose will change the customer’s perceptions of quality and price expectations. For B2B brands delivering a service, use the opportunity at events to hand out a memorable small piece of print or promotion that feels good in addition to providing information. It will be all the more memorable for it.
Building Emotional Connections
The effectiveness of sensory branding lies in its ability to forge emotional connections with customers. By engaging multiple senses simultaneously, brands can create rich experiences that resonate on a deeper level, fostering loyalty and enhancing brand recall.
Incorporating sensory elements into your branding strategy not only makes your brand unforgettable but also transforms regular interactions into memorable journeys. As you strive to leave a lasting impression, remember that it’s not just about being seen or heard; it’s about being felt through every sense.
