Strengthening Brand Identity through Scents
While visual and auditory elements are critical to establishing Markenidentität durch Düfte stärken, scent is an increasingly popular medium for delivering the emotion that brands crave. The human sense of smell is closely connected to the parts of the brain that control emotions and memories, making it an incredibly powerful tool for branding and customer connection. By leveraging this connection, savvy brands are able to create a more intimate and memorable brand experience for their customers.
Strengthening Brand Identity through Scents
For example, the scent of a freshly baked loaf of bread instantly brings to mind the quality and freshness of the product you’re purchasing at the store. Or, the scent of a floral bouquet instantly conjures the feeling of romance and joy associated with flowers. These associations, when paired with the right brand personality and identity, create a strong, emotional bond that can last well beyond the purchase itself.
Companies have taken note of this powerful marketing tactic, and many are now incorporating the use of fragrance into their branding strategies. The travel industry is a good example, with hotels offering their own signature scents like Westin’s White Tea, Vanilla, and Cedar scent or Marriott’s calming mix of jasmine, lavender, and water lilies.
In addition, a pleasant smelling environment is proven to increase consumer spending and customer satisfaction. The American Marketing Association reports that consumers stay longer in a retail space that is scented with a desirable aroma, and a study conducted by the Journal of Consumer Research found that consumers who are exposed to a pleasant fragrance are more likely to make impulse purchases.