Take a moment…
Picture this…
You walk towards your kitchen and instantly feel your lips turn up into a slight smile, you take a deep breath in, and your mouth starts to salivate.
Homemade chocolate chip cookies.
They’re warm, they’re sweet, they are the epitome of comfort, right?
But what about other scents? Some may surprise you…
Take Rolls Royce. When they rolled out new models, they used plastic in place of wood, thereby losing the original scent. To reinforce the brand’s sensory experience, they scented new car models with the smell of older models.
Or Singapore Airlines, who developed a corporate perfume for flight attendants which is also used for the hot towels served to tired travelers.
Then there’s the classic English pub. These places were known for their smoke-filled atmosphere, an experience made complete by a distinctive scent. But when smoking was banned in public spaces, pubs grappled with the question of how to retain that immediately identifiable smell.
“Many pub patrons don’t feel the same in a smoke-free environment,” says Frank Knight, founder of air fragrance company Dale Air. Not to worry. The company’s new air freshener offers an unusual scent: ashtray. “From what I have heard, it’s because of the awful smells the tobacco used to veil, such as body odor and vomit.” (Alrighty then!)
Here’s the takeaway: You don’t have to appeal to everyone. In fact, you can’t. At least, not if you want to grow your business.
It’s okay to polarize—as long as you do it strategically.
Stop worrying about what makes you BETTER.
Focus on what makes you DIFFERENT.
Sensory Branding: A Powerful Tool
Sight, sound, taste, smell, and touch are powerful, often underestimated, tools for making your brand unforgettable. Certain aspects of your marketing seem obvious: Your sales pages, your social media ads, your newsletter. Use the senses to heighten the brand experience. Each of the five senses can heighten your customer experience, making it more intensely fascinating.
It’s true for brands and it’s true for individuals.
Take Rihanna. Famously known for always smelling incredible (including actor Jim Parsons, who once said she smelled like “heaven”), Rihanna’s signature scent inspired her to launch the wildly popular FENTY perfume line.
Are you weaving scent into your brand?
Let’s look at a few examples to spark inspiration:
Peppermint for Productivity:
Add peppermint diffusers to your workspace to create an energizing environment. This scent can help clients feel more focused and motivated, perfect for coaches guiding clients in productivity or time management.
Lavender for Relaxation:
Infuse your yoga studio or office space with lavender or eucalyptus essential oils to foster relaxation and mindfulness. This sensory cue will make each session feel like a calming retreat, enhancing your clients’ experience.
Vanilla for Warmth and Trust:
Use vanilla-scented candles in your office or consultation space to cultivate an atmosphere of comfort and trust. This familiar scent can help clients feel safe and supported, making it ideal for coaches or therapists.
Citrus for Fresh Starts:
Incorporate citrus scents like lemon or orange in your branding space to convey freshness and clarity. This works particularly well for consultants and coaches who help clients embark on new journeys or tackle challenges with renewed energy.
Sandalwood for Grounded Focus:
Sandalwood diffusers or candles add a grounding and earthy element to your office, perfect for creating a centered, focused environment for deep discussions or introspective work with clients.
Every brand has the potential to create an unforgettable experience by leaning into what makes it unique—especially through sensory cues like scent. Think about your brand’s qualities and how you could incorporate sensory elements that captivate your audience, creating a memorable experience that reinforces what makes your brand stand out.
Unclear on your brand’s top qualities? Ready to discover what makes your brand fascinating?
Our new Brand Fascination Test pinpoints your brand’s top Advantage, helping you build an authentic branding strategy that resonates with your ideal clients. Join the waitlist here!
