07 Jun Branding Beyond Visuals: Tapping Into All Five Senses For Branding
Many companies think branding starts and ends with visuals. In fact, there are many brand elements that require our other senses to create a truly holistic brand experience. By taking advice from one of the top creative agency Singapore, you will learn what works best for branding your company. Find out below how the other four senses can kick your branding into overdrive.
Smell As A Marketing Tool
Our nose can distinguish over 10,000 different odours, besides being the most sensitive of the senses; it has a tremendous evocative power of memories and experiences. Have you ever walked into the mall or past a store and smelled something extremely noticeable – you remember it every time you walk past that store? For brands like Tiffany & Co and Hollister, they infuse their stores with signature scents that distinguish their brand from competitors.
The same thing can be said for Yankee Candle. Their store fronts are typically more open than others, allowing a wafting of a plethora of scents to fill passers-by noses. In doing this, they hope to attract customers into their store without displaying an overly ‘marketed’ visual that could potentially scare off potential customers, or not reach the demographic they need among the sea of visual clutter. For those that are vision impaired, using smell for branding is also extremely important.
A Hands On Approach
Another major sense that aids in customer retention is touch. Touch is an effective way to influence the unconscious of the consumers, their perceptions, feelings and even memories. Stores like Spencer’s and Gamestop, or Guitar Center invite customers to try out video games, controllers, instruments, and toys before buying. This not only makes it fun to visit the store, but worthwhile for a purchase in their eyes. Stores that have “ask an associate” signs for touching products could actually put off customers as they subconsciously feel too afraid to do so and won’t do so – leading them to buying elsewhere.
Listening is Extremely Important
A background soundtrack doesn’t have to be loud, but sets the ambience for the aesthetic the customer retains. If a teenager walks into a Hot Topic and they’re playing sleepy-time ambient music, they’re going to question why as the store offers alternative musician apparel, fashion, and more. If it doesn’t make sense, the vibe of the store will become disoriented and attract less people. With stores like Hollister, you walk in and your ears are immediately graced with pop music that reminds their customers of summer and beach fun – exactly their image. For those who are visually impaired, their ears are everything and can truly make the difference between a potential customer and a complaint – sound is one of the more important senses as mentioned by one of the top creative agency Singapore.
Going Straight Into Your Gut
Taste is linked to emotional states, and so it can alter mood and brand perception. More used for food and beverages brands, taste creates the most direct and impactful connection with customers as it goes directly into the gut.
As you can see from the examples, branding goes beyond visuals, there are four other senses you can add to your brand experience. Visuals can immediately grab a customer, but to make them stay, you have to go the extra mile. Now that you have seen how each sense can amplify your brand from one of the top creative agency Singapore, go delight, entice and surprise your customers!
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