Sensory Branding

Opening up the senses of the consumers.

As the cost of reaching consumers rises in the traditional media, competition for securing their attention increases likewise!

Sensory branding ?

Every one of us, makes it routine (sub consciously!) to sniff milk / food from the refrigerator before consuming it

We open jars of packaged food in full expectation of hearing the ‘click’ that signifies the hermetically sealed contents being ,for the first time exposed to the air!

While a brand cannot impart an aroma via a television set / newspaper, there’s nothing stopping an aroma being fully integrated within the brand! Sensory branding, the idea that brands should engage consumers on a variety of touch points, which is hardly new to the market. Obviously, our senses play major role in our experience, choices of brands / products.

- To be honest, the unique aroma of popcorn, the texture and sound of crunching cornflakes, and the distinctive smell of a new car all have very little to do with the quality or performance of a product - Yet these components have come to play a vital role in our relationships with products - The sensory stimulation they offer not only attracts consumer choice and influences our behavior; it helps us distinguish one product from the next - These points of sensory difference have embedded themselves in our sensory memories and have become part of our decision-making processes - It is this very process that points the way towards the future of brand-building Facts about sensory branding

Science behind sensory branding

- With few exceptions, the visual dimension has, to date, been the only sense to have been nurtured by the advertising and associated design community - Much of our understanding of our environment is informed by our senses - In turn, our experiences inform our senses, the senses being linked to memory - We store our values, feelings and emotions in memory banks

Leaders in sensory branding - Kellogg’s had patent their products’ crunchiness, to trademark and own it in the same way they own their recipes and logo and designed a unique crunch for Kellogg’s - The day Kellogg’s introduced their unique crunch to the market, the brand moved up the ladder Kellogg’s has spent years experimenting with the synergy between crunch and taste

- Victoria's Secret, have long used fragrance as part of the sensory environment in their stores - The aroma of Starbucks coffee, for example, is instantly identifiable across the globe!

Rolls-Royce have long recognized the smell of a new car as one of the most powerful tools in their arsenal for cementing a love affair between their brand and a new owner - Fliers on Singapore Airlines relish the scented towels the airline distributes before meals, they have gone a step ahead and spray the same fragrance in their magazines, tissue paper etc. - Even, the apparels and cosmetics used by air hostesses fall under their brand guidelines

What is the necessity for Sensory branding now? - With the launch of new stores / expansion of existing store in almost all categories the market is cluttered with many players more than the consumers can afford! - We cant make the customers stick to us, just by positioning on QUALITY of the product, since almost all companies nowadays do not compromise on quality - There has to be SOMETHING, which even the customer might not aware of, should make them loyal to our brand - That SOMETHING cant be made via press ads, TVCs, Hoardings etc.. That has to be done when the consumer is around or having physical connection with the brand!

Some suggestions Rule no. 1 in sensory branding: PATENT YOUR SENSORY MESSAGE

What they see…

- Standardization of the AMBIENCE, i.e. Color of the light, total number of lights in a SQ. FT,

Uniforms of the store assistants has to be matched to the brand colors

And a LOT more…

What they hear...

- Music plays a major role in ambience

Based on the brand essence, the music has to be chosen

If it’s a ethnic brand, obviously a mild instrumental can be used

Techno music can be used for the brands which is new age, trendy etc…

Even the timetable and sound level has to be same across the stores (incase of multiple outlets)

And a LOT more…

What they smell...

- All stores across the geographies has to have a unique fragrance, based on the brand essence

The same fragrance could be used in AC / packaging, Tissue papers etc…

And a LOT more…

What they taste...

Coffee / Tea / biscuits which is been given to customers can be made custom

If you are a food retailer, then you can look at 1000 ways to make your taste stay in their HEADS!

What they touch...

- This is the only sense which has physical connection with your product! - Packaging to made with a unique texture which relates to our brand essence ( silky texture for kids apparel brand!)

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