Have you noticed that there are instances when you know you are already near a certain place by just sniffing the air? There are scents which evokes association like a tangy air near the sea or the rich aroma of an Italian restaurant. Bakeries seem to have that lingering of freshly baked bread while hospitals always seem to smell like disinfectants. The scent of cinnamon and vanilla permeating the air is a reminder of a cozy home. The various scents stimulate the senses and move the emotions. This has been noted by the experts and they have come up with ambient scenting where a particular place is given a more recognizable scent – a signature scent. This method is also known as scent branding where brand recall is evoked in people but without it seeming like an imposition. For certain brands, ambient scenting can be done within the stores or the shops and the immediate environment making the shopping a pleasurable one. At the same time, the scent permeates their consciousness making them remember that scent in relation to the brand.
Stimulating the senses can be a very powerful tool in branding. Ambient scenting can also be used together with music thus inducing a far stronger brand recall. music branding works on the auditory sense and if it is combined with the sense of smell, it creates a double whammy. The utilization of the scent and the music for branding may not be very recent but it has proven to be quite effective in brand promotion.
Recent Comments