A brand that you can comprehend is easier to understand. The reason behind this fact is evolution. And we can use it by addressing all our five senses.
Last week we talked about how it is to experience or get to know a brand. In order to have that opportunity, the brand has to be made comprehensible. So we need to comprehend it first — and that is when our senses come into play.
Your own brand scent
Every human being has five senses. They have been with us forever, they help us to survive in the world we live in, they help us understanding it. We smell, taste, feel, see or hear. Those are the senses that make us human, it is with those senses that we communicate with our environment and that the environment communicates with us. We have to address our senses in order to enable brand experience. We talked about the chocolate advantage. If you are not in the lucky position to produce chocolate – which usually makes the consumer happy and addresses more than one sense – you have to take matters in your own hands. As humans, we memorise things and relate to a certain product in a better way if our senses get addressed. Out of the five we have, smelling connects with memories the fastest. As soon as we smell an odour, our brain connects it to a certain memory. There is no such thing as closing the eyes or the ears, it is just too fast.
Connect the dots and the features
Ideally, your customers think about your company as quickly as our brain connects smells and odours. And this requires a smart and long-term groundwork. Our senses are the key to brand experience, all of them. In the digital age, also visual impressions matter, just think about virtual or augmented reality. At this point there is more than one way to make a brand comprehensible and to experience it properly. It is important that there are connections between our senses and the brand itself, so that the brand can be part of our customer’s memory. Always available and as vivid as possible.
Published 30.01.2018 © Brandsoul AG