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Brand creation starts from the design of a logo, the choice of a characteristic name and the addition of a “catchy” slogan to end up as part of an overall strategy with an interesting “story” and an overall display in the conventional and digital media.
Today, the brand has acquired a dynamic entity of its own, aiming to reach out to the public by developing more aspects and focusing on the overall consumer/ customer experience. The brand is “alive” and Sensory Marketing develops its potential in the five senses of the audience!
About Sensory Marketing
Sensory Marketing refers to the promotion techniques that affect the consumer’s 5 senses and therefore their final purchasing behavior. The aim is to create a unified feeling of pleasure and satisfaction for the brand by moderating the consumer’s senses concerning their positioning in the market compared to competitors.
More specifically, the brand should acquire a distinctive look, sound, taste, smell and feel. By covering the five senses (or as many more as we can) the consumer’s trust in the brand will be enhanced and, as a result, sales will be increased.
The purpose of Sensory Marketing is to evoke in the consumer audience emotions that are directly linked to the values and goals that the brand stands for. In every use and also just before the purchase, the consumer recognizes the quality and the prestige of the brand and picks it out between from all the others because he/she knows it will offer him/her a unique experience!
Image is powerful!
Without doubt, vision is one of the most important human sense. This makes visual advertising one of the dominant means of brand promoting. Therefore, color is the first thing that will attract the consumers’ attention and will imprint the brand message on their mind.
Choose the colors of your corporate identity carefully, focusing on the preferences and interests of your target audience. Be careful not to ignore any possible similarities and common features with your competitors.
Every aspect of the image – your digital presence, your personal website, social media, your physical presence, the uniforms and the printed material of the company – should be continuous and consistent with the brand’s identity and goals.
“Leave your scent” behind!
A distinctive fragrance that is included in the packaging or in the space where the brand is sold (whether it is a product or a service) will make the customers’ experience remain in their memory, long after the end of use.
For example, while clients are waiting in a doctor’s or a lawyer’s office, a relaxing floral scent will help them relax their mind.
The smell of freshly brewed coffee “whets up the appetite” of the customers of a coffee shop, even if their stay in the shop is short.
Luxury products such as clothes, shoes or jewelry are delivered in luxurious cases, and their combination with a special fragrance confirms the prestige of the brand and reminds the customer that their purchase is an exclusive process for the company.
“Taste” the success!
It may seem like it’s only about edible products, but a brand can acquire its own flavor through small “touches” in the overall customer experience.
You may include little treats in the packaging of your product, treats that will remain marked in the consumers’ memory, when they receive your product.
Do you want to “sweeten” your customers’ stay? You can place candy or sweets with your company logo in your store and service areas. Their characteristic and unique flavor will always remind them they can taste these goodies only at your place!
Take the brand “in your own hands”!
Touch has power! Product packaging has a key role and reflects the quality and reputation of the content. A smart package with a special formulation can stand out amongst your competitors, while a wooden case aptly reflects the ecological consciousness of the brand. Texture, material and design significantly influence the consumer’s consciousness, both before and after the purchase of the product.
And even if, the sense of touch is easier to apply in tangible products, intangible services can also conform to this rule. Business cards, flyers, posters or folders can be designed in a specific way in order to “visualize” the brand’s identity and convey its message consistently.
Brand has its own “voice”!
Sound is often used in the advertising field in the form of a jingle or a slogan and their immediate connection with the brand in the consumer’s mind. By further developing the brand voice, you can use additional ways to enhance the customer experience and provide additional satisfaction by offering musical environments, voice gateways in call centers, etc.
The mascot in a children’s clothing company has its own voice. You can use the same voice on the company’s phone portals so that prospective customers who call will connect directly with the values and the feel of your brand.
In a designer clothing store, classical music directly affects the customers by creating a sense of prestige and luxury that is reflected in its service and products as well.
The next level
Sensory branding is definitely a way to take the emotional identity of your brand to the next level.
Do you want to deliver a wider customer engagement for your brand? Feel free to contact us. Together we will explore the image, smell, voice, texture and taste of your brand and every other aspect of its development, based on your own needs. By getting the right sensory aspects in place, they can become valuable assets.
The brand is alive and together we will help it grow!
