Sensorial branding

Sensorial branding

All five senses on the same brand.

As a branding agency we like to discover and learn about the infinite options that exist to communicate the same message, today we introduce you to sensory branding.

There are many brands that develop their strategy around the visual identity of the brand, around 80% of the strategies are only visual, but is sight the only sense? No.

Visual stimuli are processed in the cortex of the brain, which is responsible for thoughts and actions. But olfactory, tactile or taste stimuli, on the other hand, are responsible for the limbic system, which manages emotions and memories, making the brand more impressive to the consumer.

If humans have five senses, why not promote brands through all of them?

SENSORIAL BRANDING

This is where sensory branding is born, as a marketing technique focused on branding, which aims to arouse sensations and emotions, going beyond sight, and appealing to all the consumer’s senses.

This strategy allows the brand identity to be defined and positioned at a deeper and more internal level in the user’s mind, at an emotional level.

It must be taken into account that 80% of decision making is subconscious, not only visual, it is guided by all the senses. Therefore, going beyond sight allows the brand to position itself ahead of the competition. Giving value to the five senses, and involving them in the shopping experience. Mixing and combining reasoning and emotions.

Not all brands have the possibility to use sensory branding in its full sense, but they can still appeal to as many senses as possible. Without limiting themselves to sight and looking for an integral experience with the product or brand, generating a user-brand bond.

Let’s see how to apply sensory branding according to the sense:

1. Branding through sight

This strategy, as we have mentioned, is the most common, and although the other senses should be enhanced, it is essential that the brand or product is visually attractive. By defining the visual components of the brand, a presentation is created in accordance with the company and its message, in which the characteristics of the brand are shown in a visual way (packaging, advertising, design, channels and shops, etc.).

A frequent example is Starbucks, where the shop has the ability to convey the brand’s messages and identity, as well as a specific and defined packaging, corporate colours, etc. Thus, we can differentiate and position the brand unconsciously by its visual appearance.

2. Branding through smell

Humans have the ability to remember 35% of the things we smell, having through smell the ability to arouse thoughts, memories and emotions from memory. We remember perfumes and smells, and we relate them to moments, things, memories, etc. Just like the smell of summer, the smell of rain, the smell of film, etc.

Why not take advantage of this for brands and remember brands by their smell? Inditex as a pioneer in many marketing and branding strategies already use this modality for their brands, having for each shop an intense and particular smell.

3. Branding through taste

This sense is the least explored in the field of marketing and communication, focused more on a gastronomic field and sector. Even so, it is a very powerful sense, capable of awakening a strong bond between users and brand.

4. Branding through touch

This sense is important and is enhanced in offline shopping and in direct purchasing, when the product or brand comes into contact with the customer, which is a decisive moment. A clear example of this is the loyalty created by brands that give customers the opportunity to try their products or give free samples.

Different shapes and textures, especially in packaging, allow the brand to differentiate itself from the competition at this decisive moment.

An example of touch could be Toblerone, with its very different and characteristic shape compared to the competition.

5. Branding through hearing

Hearing is a very important sense with a great capacity for retention, the sounds and melodies associated with a brand generate differentiation and exclusivity, and if these sounds are also memorable they give notoriety to the brand. Some clear examples are the Mercadona piped music or the sound of Windows opening and closing.

The benefits of sensory branding

With the same purpose, brand awareness, brand differentiation and purchase decision, we see that sensory branding, compared to traditional branding, achieves these objectives with much better precision and ease.

In addition, it improves the perception of the potential customer, giving the brand loyalty and stronger links. Giving a competitive advantage to the brand and going beyond the product itself.

Do you know what branding is? We explain it here.

Are we generating something new?