Sensory branding
Sensory branding is a form of a product or service promotion which directly affects the sub consciousness and senses of the recipient. The way it works is well thought out in advance and adjusted to the prevailing atmosphere, e.g. a shops decor. It’s main aim is to trigger particular reactions and associations with the chosen brand or product and inspire people to buy and attach emotionally to the brand.
Lots of things affect our senses without us noticing. If you own an outlet, it is better for you to control the atmosphere so that unnoticed elements don’t make your customers leave without getting what they were looking for.
Branding that makes the most of our senses:
Sight
Colours have influence not only on our mood, but also our behaviour. Light has a similar effect. They can both make the space seem bigger and cosier. Some colours, hues and lights have stimulating effect to create pleasant feelings, whereas some can make you feel irritated.
Smell and taste
In marketing, the use of flavours and scents emphasise the characteristics of promoted products and makes customers more familiar with their branding. Coffee, water or sweets are becoming ‘must haves’ in places that care for their customers’ comfort.
Hearing
The reception of different kinds of sounds is affected by plenty of factors, e.g. various taste in music, mood, time of day or even weather. The choice of a suitable repertoire is also influenced by the type of offered products and services. If they require careful thinking and calm, you may expect similar tones.
A handful of tips
- Do not force your clients to buy, inspire them instead. Influence their senses, engage them emotionally and let them build their own brand experience.
- Instead of focusing on the product and its functionality, create its own world. Design it in sync with your customers’ lifestyles and place it in a variety of contexts.
- Pay attention to consistency and details. Let the sensory strategy reflect the true nature of the brand and your employees will be eager to be proud ambassadors.
- Create a community of clients around your brand. Encourage them to contact you in the future, make memories and share them. Invite them to express their opinions and make decisions together about the product.
Every one of us receives more than 3,000 marketing messages every day. However, only a small fraction of them stay in our minds for longer. That is why you should take care of a proper background for your own message.
‘An average human looks without seeing,
listens without hearing,
touches without feeling,
eats without tasting,
moves without physical awareness,
inhales without awareness of odour or fragrance (…)’
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