Branding: Auditory and Olfactory

Over the last two months, a few articles were published that went over how and why branding (business namewhy it’s important, and image & identity) is essential for your business.

The series is complete, but I would like to top it off with two other elements that can be crucial: Auditory and Olfactory. 

Auditory (hearing) and Olfactory (scent) branding are very valuable to businesses that depend on these senses to market their products. Ever walk past a restaurant or bakery and think or say, “Oh my gosh, what’s that smell?” Yes, that can go both ways, and that’s why it’s important.

What restaurant, bakery, or fast-food joint wants to be associated with an unpleasant, funky odor? I can’t think of one, can you? Also, what business wants to be remembered because of some awful sound that you have to run away or rummage through something for earplugs. Anyone? Mmmm. 🤔

Great jingles and amazing scents are what are most memorable. Here are a few key components that businesses consider when using auditory and olfactory to market their business.

Auditory Components:

  1. Jingles: Catchy tunes or melodies associated with a brand (e.g., McDonald’s “I’m Lovin’ It” jingle) create an instant recognition and emotional connection. Some jingles just seem to stick. 🙄
  2. Sound Logos: Brief audio signatures that represent a brand, like Intel’s five-note sequence or Netflix’s “ta-dum,” help reinforce brand identity and make it memorable.
  3. Background Music: Carefully selected music in retail stores, restaurants, or ads can set the mood, influence customer behavior, and enhance the overall experience (e.g., upbeat music in gyms or soothing tunes in spas). 🤩
  4. Voiceovers: The tone, style, and voice used in commercials or automated customer service systems can significantly influence how a brand is perceived, adding personality and trustworthiness.

Olfactory Components:

  1. Signature Scents: Custom fragrances created exclusively for a brand, like the distinct scent in Abercrombie & Fitch stores, help create a unique and memorable atmosphere that customers associate with the brand.
  2. Scent Marketing: The use of specific scents in environments like hotels, spas, or retail stores can evoke emotions, enhance the customer experience, and encourage longer stays or purchases.
  3. Product Scent: The distinct smell of a product, such as the scent of a new car, freshly baked bread (I smell yummy bread! 😊), or an identifiable perfume scent, can be a powerful tool in creating brand loyalty and evoking positive memories.
  4. Scented Packaging: Incorporating pleasant scents into product packaging, like scented candles or bath products, can create an enjoyable unboxing experience, making the product feel more luxurious and memorable. 

These sensory features can significantly influence customer perceptions, build emotional connections, and enhance the overall brand experience.They engage multiple senses that businesses use to create a holistic and immersive experience to strengthen customer loyalty and deepen brand connections. Note to self, open package and leave in closet. 😎

Pleasant sensory experiences can enhance the overall brand experience by adding depth and emotion, making interactions with your brand more enjoyable, memorable, and emotionally resonant.


Things I Enjoy Doing: Hiking in the Fall

hiking

I enjoy the outdoors, so one of my favorite things to do is fall hiking. No, it’s not a thing, just my thing. 😁 I think it has something to do with reaching the summit and looking down on God’s beautiful creation, the crisp, fresh air, and that peaceful feeling. 😍

It’s stunning in the fall when the trees are transitioning from green to various shades of browns, oranges, and yellows. Getting to the summit and seeing the beautiful colors below is breathtaking! 

I still remember on a fall hike reaching the summit at Wachusett Mountain and looking down below the summit—it was amazing! I could see the landscape of all the trees and the gorgeous fall colors. 🤩

This fall, here in Virginia, has not shown any sign of being that colorful. I haven’t hiked in a long time, but I hope to go back to doing it again sometime soon.

What’s one of your favorite outdoor activities? 👏🏽