Using Scent to Strengthen Your Brand Identity

Using Scent to Strengthen Your Brand Identity

In a world of crowded logos, bland fonts, and stale marketing taglines, Using Scent to Strengthen Your Brand Identity is one way to distinguish your business from the competition. Scent branding uses carefully selected scents to create an atmosphere that reflects your brand’s personality and offers customers a memorable experience. For instance, a spa can use soothing scents such as lavender and chamomile to relax their customers, while a retail store can use lively scents like citrus and pine to invigorate shoppers.

Scent Marketing in the Hospitality Industry

Scent has the ability to connect directly with a consumer’s brain without being interfered by reason or logic, making it a powerful branding tool. Thomas Pink, an upmarket shirt retailer, does this well with their scent marketing strategy by incorporating the smell of freshly laundered shirts in all their stores. The scent is subtle but it reinforces the feeling of a brand being authentic and builds a stronger connection with consumers.

Other companies are also leveraging scent as part of their branding strategy. Singapore Airlines is renowned for their signature scent Stefan Floridian Waters, which is used both in the cabins and integrated into the hot towels given to passengers. Nike has boosted sales by including the scent of fresh-cut grass in their stores.

There are a number of different ways to utilize scent marketing, depending on your budget and the desired effect. Spraying scents is a popular option that delivers a strong impact in a short space of time. Reed sticks are another great option as they diffuse fragrance oil over a longer period of time. Whatever your preferred method, it’s important to track key metrics such as customer dwell time and repeat visits in order to measure the success of your brand’s scent marketing strategy.