A fundamental aspect of branding that many entrepreneurs miss is developing a brand experience that transcends one or two senses. For instance, while you create a logo, commercial or packaging design, consumers who come into contact with that logo, commercial or packaging stimulate a limited variety of senses.
A logo is consumed by sight while promoting will be consumed by sight and sound. Packaging design is generally perceived by sight and touch. Nonetheless, when your brand will be consumed by much more senses, consumers immediately turn out to be more emotionally attached to it.
An emotionally connected consumer is more prone to buy your brand, turn out to be loyal to it, and tell others about it. As a result, sales will increase.
Start with sight
Essentially the most obvious branding sense is sight. It is usually the primary sense with which individuals come into contact with a brand. Logo, stationery, business card, website, brochure, printed or digital banner ad, it’s all there seen First.
Due to this fact yours brand identity elements it must present the brand promise in a visual way. A logo design that uses standard images or standard typefaces is a great selection if you happen to want your brand to mix in, but if you happen to want it to immediately stand out from the competition, you wish a custom logo.
Most individuals consider designing an icon that matches a logo, corresponding to the Nike trademark swoosh or an AT&T globe, but forget to decide on a unique typeface for his or her logos. The perfect logos mix a unique icon with distinctive text, or the text is so unique that it becomes an icon. Consider the Disney and Coca-Cola logos as examples.
Move out of sight to the touch
Developing your brand identity and marketing materials should all the time include discussions with the designer about multi-sensory appeal. Think in regards to the kind of paper and printing techniques you can be using for your small business cards and stationery.
In your office or store, consider signage, furnishings and furniture, in addition to displays, boxes and bags for goods. Even lighting can affect people’s perception of your brand.
Add sound
Do you realize what the roar of a Harley Davidson engine appears like? What in regards to the roar of the MGM lion? NBC ringtone? All three are trademark sounds that allow brands to speak with consumers through an additional sense relatively than simply displaying their logos.
Your enterprise can incorporate original audio into your branding – add it to your website, audio and video ads, social media videos, waiting for a call sound, and more.
Consider the smell
Did you realize that of all of the senses, smell is the one one which bypasses the thalamus and goes on to the cerebral cortex? Which means that people react emotionally to smell faster than another sensory input.
Smell is processed by the limbic system, which is liable for our emotions. Using certain fragrances in a retail store or other physical branded experience can completely change people’s moods and their perception of your brand.
Test taste
In fact, every brand experience cannot contain a component of taste, but when it’s appropriate for your small business, brand, and specific experience, offering taste tests of your personal product or providing some kind of food or drink at a branded event can further connect people to your brand.
There’s a reason why family and friends get together so often to share meals. We associate food sharing with camaraderie. Allowing consumers to feel camaraderie together with your brand can increase sales.
Takeaway
Why limit the patron experience together with your brand to at least one or two senses when you possibly can appeal to 3 or more? Search for every possible opportunity to attach consumers to your brand beyond a easy visual connection.