Have you ever wondered what the aroma of popcorn at a movie hall, the smell of a brand new car or the popping sound of a new can has to do with branding?
Now a days most marketers use sensory branding as a tool to prompt a customer relationship with a brand and to enable a long-lasting emotional connect by building up a brand loyalty on that.
Let’s Understand sensory branding and its different types:
As sensory branding is a new buzzword it needs to be first understood. Also along with that all the five sensory organs it comprises of i.e. taste, sound, smell, touch and sight. All these organs are directly linked to our brain.
Thus, it is very important to get the insight of all the sensory branding types. As you don’t want your brand to be noticed, you want it to be experienced and remember for long. Understanding the companies that use the sensory branding: after getting the detailed insight of the sensory branding and its different types it is necessary to understand what all companies have applied the sensory branding in India and also outside India.
One of the example is here, Back in the days at Mumbai Indian newspapers came out smelling like babies on Wednesday morning. Leading dailies such as The Times of India, The Hindu etc. turned up at doorsteps with their pages infused with the smell of Johnson & Johnson (J&J) baby powder. The idea was to use print media innovation to drive the thing that instantly marks out the company’s product—the baby smell.
The innovation showed that Indian marketers are slowly waking up to the draw of sensory branding—which appeals to the senses of scent, touch, sound and even taste.Important thing is to aware that your senses are the ones that are deciding to choose your favourite brand. So next time you start working on your brand simply ask yourself.
- What is the shape/color of your brand?
- How does your brand sound like?
- What does it taste like?
- How does it smell?
- How does it feel on your skin?.
That’s it! For the First Part. I trust this has been of use if you’ve been a bit stuck on how to promote your brand. Did I miss something? More on this next.
Thank You!
