We perceive the world around us through our five senses, transforming biochemical signals into useful information and, notably, hormonal surges that produce what we call emotions. Sensory branding allows people to experience a brand in exactly the same way, by immersing them in powerful emotional stimuli.
The purpose of sensory branding is to stimulate all five senses in the customer, so that they feel a deep connection with the brand identity, going beyond the ordinary limits and embracing the extraordinary, subtle world of the subconscious.
A new concept in branding
Every brand has certain easily, rationally recognisable elements, such as its colours, its logo, its visual style and the design of its retail spaces, the furnishings, and so on. But these elements are merely the beginning of a deeper journey: for a brand is also made up of its philosophy, its positioning, the values it embodies and the status symbol it represents.
Studying a brand to define its identity is a lengthy, complex process that aims to describe the brand from every different perspective, with the aim of establishing an emotional bond with its audience. Choosing to explore the possibilities of sensory branding means adding nuance to every offering, setting, product, space or event. The result is bringing together, in one potent mix, a brand that can be experienced through sight, sound, touch, taste and smell.
And of those five senses, smell is the one that’s most direct and impactful.
Why olfactory branding is at the heart of sensory branding
While all the senses have the power to evoke, smell is the true leader of this mission: olfactory stimuli have a fast-track channel to the subconscious mind and are processed by the same areas of the brain responsible for creating emotions and memories.
The team of experts at Scent Company create emotional olfactory logos through scents that have been specially researched by neuro-psychology experts, fragrance specialists and refined “noses” from the perfume industry. Let’s look at a few examples.
Retail stores and sensory branding
Diffusing subtle, invisible emotions in the air can completely transform the in-store shopping experience: it extends time spent in store, increases the average transaction value and turns the space into an olfactory emotional experience. Large, prestigious shopping centres such as the SKP shopping mall have chosen Scent Company to restyle their brand identity by creating an olfactory logo to diffuse in their retail spaces, taking shoppers on a journey of emotions.
Scenting trade fairs and events
An olfactory logo also boosts immediate, positive brand recognition. This is an incredibly useful strategy in settings where standing out is essential. For example, at major exhibitions, trade fairs and industry events, scenting your booth with a unique olfactory signature is a winning tactic to get noticed and attract potential visitors in line with your target audience.
When olfactory branding builds exclusivity: clubs
Sensory branding also has the power to make people feel they’re in the right place, with the right people and the right status. The most prestigious private clubs seek to achieve a carefully curated blend of sensory stimuli: in this increasingly popular format for exclusive socialising, members flock to clubs to escape from the daily grind and be cocooned in a microcosm that represents who they are.
Begin your olfactory branding journey by booking a personalised consulting session with our Fragrance Specialists, and release your brand’s emotional evocations.
