The secret weapon for building a distinctive brand? Sensory design
In today's crowded marketplace, cut-through is crucial. And the customer experience can make or break the relationship. So, how do you make your brand truly unforgettable? The answer lies not just in what you show, but how you make your audience feel. Enter sensory branding, the secret weapon that uses all five senses to create powerful, authentic and lasting brand experiences.
Sensory design doesn’t need to be gimmicky. Authentic experiences that are true to your brand ethos really resonate.
Think outside the logo box
Forget the logo for a second. Even the colour palette. Sensory branding goes way beyond traditional visual marketing. It's about crafting an immersive experience that bombards the senses with strategically chosen sights, sounds, smells, tastes, and textures. By stimulating these senses, brands can forge a deeper emotional connection with consumers, leading to brand loyalty and skyrocketing recognition and recall.
Why should you care?
We all know that feeling. You walk into a store with atmospheric lighting and a cool soundtrack, and suddenly your mood changes, you move with a different pace. The upbeat music at a gym pumps you up, while the calming sandlewood scent at a spa melts your stress away. Sensory branding taps into this powerful link between sensory experiences and emotions. Here's how it benefits you:
Memorable moments: A multi-sensory experience creates a far more impactful and lasting impression than a simple logo. Our brains are wired to absorb multiple sensory stimuli, forming rich associations and memories based on these experiences. People remember how you made them feel when you layer in the sensory stories.
Emotional connection: Sensory rich strategies build a bridge straight to the heart of your customer. By appealing to their emotions, triggering feelings that they can associate with your brand, you create a stronger bond with them.
Brand distinctiveness: In a sea of sameness, sensory design sets you apart. It creates a unique and holistic experience that is yours and yours alone*.
Harley Davidson embodies the spirit of freedom and rebellion with a multi-sensory design approach.
Who’s leading the pack?
Need some inspiration? Take a look at these sensory branding masters:
Soho House: Their distinctive sound is replicated from member’s house to house. Its the golden thread that unites all of their uniquely designed venues. Their curated playlists are even available on Spotify, meaning you can feel connected to them even when you’re in your own home.
Harley Davidson: The rumble of a Harley engine, the scent of leather, the bold orange representing fearlessness and confidence, and the emotions they evoke of rebellion and adventure - you can almost feel the wind in your hair.
Apple stores: Apple are masters at sensory branding and their stores really epitomise their understanding its power in the consumer’s psyche. The spacious, clean, minimalist design, calming music, relaxed staff, and smooth, cool touch of the products all contribute to an association with innovation and community.
Craft your sensory story
*Here’s where some brands are missing out: they tick the box. They play with just one sense - a signature fragrance is most common.
If you’re ready to create a brand experience that goes beyond the ordinary then you need to get personal. You need to get under the skin of your brand and design a bespoke sensory profile that allows you to harness the power of all five senses and deliver them through all of your customer touchpoints time after time.
Here's how to get started:
Know your essence: What emotions and values define your brand? This will guide your sensory choices, and all you to create something really distinctive.
Know your audience: Tailor your sensory experience to resonate with their desires, and how you want them to feel.
Consistency is key: Keep the experience cohesive, immersing your customers across all touchpoints, from your website to your physical stores to your packaging.
Weave the sensory thread: Use your sensory profile to form all briefs; from interior design, where textural cues, tones, hues and scents can be so powerful, to menu choices where a taste profile can inform a ‘signature cocktail’ or ‘house special’. If it’s part of your brand offering, it should sound, taste, smell and feel like your brand.
Sensory branding and design is a powerful tool that can transform your brand from forgettable to phenomenal. By strategically engaging all five senses, you'll create a memorable and emotional connection with your customers, driving loyalty and propelling your brand to new heights.
At BrandSensory we’ve got the tools to help uncover your unique sensory profile. With them, we curate your BrandSensorium®. Let’s chat.