It’s not an easy job to build a memorable brand in the world where we are bombarded by thousands of marketing messages every day. Despite the fact that competition is tough and brand building can require a lot of resources it’s a prerequisite for a long-lasting business. That’s why entrepreneurs should think how their marketing stands out from the mass. One possible solution is sensory branding.
Behind the Sensory Branding
The idea of sensory branding is to get consumer attention by using elements that activate his senses. As mentioned earlier, you can receive thousands of marketing messages every day, but how many of these messages can you remember at the end of the day? You can’t remember all of these messages because most of them have stimulated just your sight.
Senses in Sensory Marketing
Touch is a sense that can be easily manipulated by the softness, weight, materials and comfort of the product. Touch is the only sense that reacts when you physically touch the product. That is why this sense is usually applied when it comes to packaging design.
Compared to our other senses, smell has the strongest effect to our memories and appeal, without being filtered by the brain. Smell is also a sense that is extremely sensitive and influential. For example, a drop of perfume is possible to notice in a three-room apartment. 75% of our emotions are generated by what we smell. Smell has also a strong connection to other senses, especially to taste.
Taste is the sense that fuses all senses together and finishes the holistic brand experience. It is also linked to the emotional state, what means that it can alter mood and brand perception.
What if that small bakery that you passed when you walked home from work would have a door or a window open? The smell of fresh pastries and cakes would have drawn your attention. In that situation you’d have stopped and started to think how nice it would be to have a nice piece of fresh cheesecake, take a seat right in front of the bakery where you’d enjoy your cake, sunshine and music which is playing in the background.
If everything goes like described I believe that’d be something that you’d like to experience again, and that’s how the owner of bakery can get a new regular customer. In other words sensory branding have different goals. That what’s the goal depends are you entrepreneur or consumer. For entrepreneur the goal is get active consumers who are ready to bring money for company, and in this way to consolidate the company’s profitability. The goal for consumer is create an experience when he buys the product. If the brand doesn’t manage to create the experience consumer have difficulty to create bond to the product. This often means that consumer start to regret he’s purchase. By using sensory branding companies want to avoid that situation, and they aim to the situation where everyone can feel that they are the winner.