The “Sensory Branding Experience” is by no means a new concept, but one that often flies just under the radar. Sensory branding is a type of marketing that appeals to all the senses (sight, smell, hearing, taste, and touch) in relation to the brand. It uses the senses to relate with customers on an emotional level. And this is usually achieved successfully more by intuition than design. We’ll say it again that details make the difference.
A great sensory brand experience is typically based on someone’s intuition rather than a well-crafted plan. When someone knows what they and their general audience would like to experience, it’s easy to simply go with your gut, and that’s perfectly alright.
I’ve worked at a marketing software company, a tattoo parlor, and a hair salon, and the common thread was that anytime someone picked up the phone, anytime someone interacted with our websites, anytime sat in a chair in our space, each experience was highly curated and very often commented on by our clients and customers.
At Proof, we work with brands from all industries and walks of life. It’s of utmost importance for us to have deeper conversations about this brand experience. Whether someone will only ever read a blip about your business or organization on Google or whether you have a physical space where people will experience sights, sounds, smells, and tactile functions, it all plays into that emotional connection that people have with your brand and is a vital element in creating an audience that will speak highly about you.
Sure, maybe an awesome package label or sell sheet might not get you new business, but when done well and with intentionality in how it looks, reads, and feels can be a catalyst for a great brand impression. With our clients, whether it’s a beer label, a home-goods product, or restaurant, it’s vital that we have deeper conversations about how the full, sensory impact reflects the brand in a positive and exciting light.
We say this often at Proof that a pretty logo and slick website are only as good as the sum of all the parts of the brand and that is absolutely true. We take time to think critically about what people are experiencing. How high are the tables at your restaurant, what materials and fabrics would be on brand for your space, what is connecting with people visually on social media?
These (and many, many more) are all questions worth exploring to ensure that your brand is effective and consistent across all touch points.