Taking Your Branding Beyond Visuals: Engage All Five Senses
It’s true that branding is primarily a visual experience, and most people think of logos, brand colors and other design elements when discussing branding. But in reality, that’s just the tip of the iceberg. Branding is about a total experience, and if you have a physical storefront where you interact with clients in person, you should be thinking about all five senses when it comes to styling and branding. When someone enters your locale, you want all of their senses engaged to create a lasting impression. How you decide to do this will depend on what your store or office sells, but we’ve included plenty of ideas and suggestions to get your wheels turning.
The obvious: SIGHT
What someone sees upon first interacting with your brand is usually your signage and logo, but also your overall decor. This is an extremely important part of your brand, and the mood and theme you’ve created for your general branding should be translated into your decor. Think more than just paint colors- you want people to be really drawn in. Include interesting art or murals, small details to appreciate, unique furniture or displays, quotes to read, interactive elements, or something people will want to snap a photo with. Just don’t go overboard and don’t go off brand.
Make memories: SCENT
Smell can be easily forgotten when it comes to creating a brand experience, but it’s one of our strongest senses when making memories. A familiar scent can snap us back to another place and time, and conjure up a lot of feelings associated with that moment.
Consider introducing a smell that will become a very subtle signature to your brand experience, but again, don’t overdo it. Artificial air fresheners and candles are irritating and overpowering to most people, so think more along the lines of fresh flowers or essential oils. If you’re a cafe or restaurant, this one is easy: pick the signature smell that represents what you serve and always have that wafting through the air.
Set the tone: SOUND
The music or background noise that you hear in a store, restaurant or office is essential for setting the mood and determining how people feel in that environment. For how important sound is in the branding of spaces, it’s amazing how often it is overlooked. If you want people to stay and shop, or feel relaxed and comfortable when eating or drinking, the music you choose will help put them in the right mood. The wrong music could send people fleeing or feeling confused if it’s not cohesive with the rest of your brand experience.
Worse is deafening silence. When you can hear a pin drop while you browse, or listen to everyone else’s conversations in the bar, it’s very uncomfortable and awkward. Take the time to create the right playlist for your brand and the time of day, or play other light background sounds if that’s more fitting for your business.
Get comfy: FEEL
What you feel in a location can be interpreted in a few different ways when it comes to branding. First is the temperature, so try to keep your space at a comfortable range, factoring in the climate and what people will be doing in your space.
Next, in a retail setting, making sure that people can feel while they browse. If there’s something you don’t want everyone’s dirty paws on, keep a sample out that they can feel or try. Don’t display things out of reach or locked up unless absolutely necessary. Being able to touch while you shop is something we all like to do, and once something is in someone’s hands they are way more likely to want to purchase it.
Having a comfortable place to sit is another example; whether it’s while you’re eating, during your appointment, or waiting for your girlfriend trying on clothes. The way you are greeted and interacted with greatly effects how you feel somewhere too, so make sure you and your employees are giving out good vibes only.
Go the extra mile: TASTE
Last, we have taste. This seems like it would apply only to businesses serving food or drinks, but it can also be incorporated with something simple like a complementary beverage, snack, or candy. This really depends on what type of business you have, but if it’s done right and makes sense with your theme it can be a great way to add a memorable touch.
If you do have a restaurant, bar or business selling food, you should think about samples, tasting events, or appetizers that add to the experience and engage people more with what you offer.
Using all of your senses to create an unforgettable, on-brand experience is something every business should think about. It’s the little details that make your shop or office memorable and will keep people wanting to return for repeat business. It’s also how you can creatively communicate your brand’s style and values to your customers, relate to them on a more personal level and extend your branding far beyond just a logo.
If you’re interested in brand consulting and styling for your business, email us or get a custom quote! We would love to help.