Sensorial Branding: Brands with 5 Senses

Our senses are responsible for turning stimuli into perceptions. As brand management is closely tied to perception management, branding must be sensory to truly make an impact.

Approximately 80% of our decisions are made unconsciously, stemming from the reality we perceive through our senses. The brain interprets information and transforms it into emotions that influence our mood and decisions. Considering the power of our senses is crucial to unlocking the full potential of brands.

Brands are emotional concepts deeply rooted in human perception, emotions, beliefs, and attitudes. Sensory branding refers to various techniques that appeal to the 5 senses to create unique sensory experiences that enhance brand differentiation, recall, and preference. The benefits it offers are substantial, including reinforcing brand identity with new dimensions, increased engagement, enhanced differentiation, and greater attraction, all of which lead to increased sales.

It’s been proven that our behavior as individuals is not solely governed by our brains. Our nervous system and the stimuli we receive through it directly influence our actions. Psychology Today explains: “The brain, although important, is not the only resource we have at our disposal to generate behavior. Instead, our behavior emerges from the real-time interaction between a nervous system in a body with particular capabilities and an environment that offers opportunities for behavior and information about those opportunities.”

What we perceive through our senses deeply affects our attitude, mood, and memory. As writer Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Brands operate in the realm of emotions, tightly linked to the senses.

Historically, more than 90% of brand activations have focused on sight, leaving only a small percentage for sound, taste, touch, and smell. However, things are changing, and the sense of sound is on the rise, though we cannot disregard the global vision in building a strong brand.

Sight:

Around 90% of the information our brain receives is visual, underscoring the significance of sight in influencing customer behavior. 85% of people believe that a product’s color acts as the first filter for their purchase decision. Throughout time, brands have primarily played with concepts such as design, packaging, style, graphics, color, light, and space as their main tools.

Sound:

71% of people believe that music can change the ambiance, and 90% of consumers prefer a location with music. It has also been shown that 62% of TV viewers reach for their mobile phones during commercials. They may not watch the ad, but they hear it.

Sound is fundamental for humans and for establishing a connection between the brand and the customer. Strategic use of sound enhances the brand experience and reinforces its impact on people’s minds. This is where Audio Branding comes into play, seeking the sonic identity of brands. Who can forget the jingle “Intel Inside” or the melody of a “Skype” call?

Touch:

Our body has over 130 touch receptors scattered throughout, and in the absence of information, touch can communicate product attributes, enhancing the shopping experience. Humans like to touch to gather more information than what other senses provide. How many of us have resisted touching a piece of clothing before trying it on? Or even less glamorous objects while visiting a bazaar?

Ikea offers an outstanding shopping experience in its stores, allowing visitors to touch all products, sit on chairs, and lie down on beds. A great strategy to increase the direct relationship between the brand and its products with customers.

Smell:

Up to 75% of the emotions we generate are influenced by smell. Our sense of smell distinguishes over 10,000 aromas, and we breathe over 23,000 times a day, providing 23,000 daily opportunities to stimulate consumers olfactorily. The brain can remember an aroma with 65% clarity even after a year. Cosmetics and perfume brands have capitalized on this territory, but it’s not exclusive to them. Regardless of the sector we operate in, aroma is part of the brand’s identity and must be consistent with its attributes, values, and personality.

In 2008, Bankinter decided to complete its corporate identity by creating its own olfactory identity. According to its creators, Bankinter’s perfume “smells like orange with a hint of jasmine. Aromas were chosen for their ability to reflect values such as originality, integrity, agility, and enthusiasm.”

Taste:

The sense of taste is the least developed, but it shares the same goal as the other senses—to ensure the best brand experience for our audience.

As part of its global brand strategy, Mastercard launched an exclusive edition of macarons (alongside the introduction of its sound logo) specially created by Ladurée to expand the reach of its multisensory experience. Passion and optimism are the two values it aims to express. Another remarkable example is the Basque restaurant Sagartoki, which extended its brand experience by using edible business cards.

With five senses at our disposal, it’s time to tap into the full spectrum of sensory branding. Join us in exploring these sensory triggers to build stronger brands and create remarkable experiences with your audience. Connect with us today to embark on this sensory journey.