A Rose By Any Other Name - The Power of Multi-Sensory Brand Experience
Designing a brand experience is often defined by the visual; the logo, colour palette, packaging and so on. But now brands are realising the value of tapping into other senses; smell, touch, hearing and taste.
Adore Beauty has long been successful as an online beauty retailer, but in recent months opened two retail stores in Melbourne with plans to open 25 stores throughout Australia. These stores enable their customers to interact with their extensive beauty range, allowing them to try, touch & smell the products. Adore Beauty also is renowned for sending a Tim Tam with each online order, appealing to the consumers' sense of taste.
Sensory marketing has become increasingly important due to its ability to create deep emotional connections with consumers, which assists with sales conversion and ultimately brand loyalty and customer retention.
An enhanced brand experience can increase brand recall and differentiate a brand from its competitors, especially in crowded marketplaces such as fashion & beauty. It also can impact brand value, as the touch of a product creates a sense of luxury. An Omni-channel marketing approach also is beneficial to reach a wider audience.
The Influence of Touch
The physical sensation of a product can be influential to the purchase decision. The smoothness of a silk scarf or the weight of a gold bracelet can reinforce perceptions of quality and exclusivity in luxury goods.
Apple allows customers to physically engage with the products in their stores enabling them to connect and form an emotional attachment, something they are unable to do online.
In 2024, Mastercard introduced its haptic logo, a series of distinctive vibrations that the users will feel in making a purchase on their phone. The objective was to increase brand recognition and trust among customers.
The Influence of Sound
Music and sound have often been used in marketing and product design. Harley Davidson’s engine sound is synonymous with the brand, even filing for trademark protection. They have also created a new high-pitched version for their electric bikes.
Retail stores will carefully curate a playlist to reflect the tone and styles of their brand (s), and in recent times mirror this by means of a Spotify soundtrack, allowing the connection to continue once customers have left the store, creating an always-on brand experience.
Spotify is increasingly an important brand extension as it sets the tone for the brand. Nike Run Club’s Spotify playlists are popular with different mixes to suit different runs on the app.
The Influence of Taste
Taste can be used as a differentiator through having a distinctive flavour. The best example of this is Coca-Cola with their unique recipe (although I cannot personally distinguish Pepsi and Coke).
Brands outside of the food & beverage industry will use taste to reinforce their brand essence. This may involve inviting guests to exclusive gastronomic experiences or serving food/beverages as part of the service. For example, a high-end jewellery store offering champagne to browsing customers will elevate their experience and reinforce the luxury and celebratory nature of the products.
Brands organise events that incorporate taste elements. For instance, a beauty brand might host an event to promote a new perfume line, using complementary food or flowers/herbs to enhance the overall sensory experience.
The Influence of Smell
The sense that is best at evoking memories is smell. For many years McDonalds have owned their unique French Fries smell which evokes happy memories from past visits to the Golden Arches. In 2024, McDonalds erected an outdoor billboard that contained that smell appealing to passers-by.
Starbucks another that another brand that harness the power of smell. They use roasted coffee beans, and baked goods to reinforce warmth and comfort, to reinforce that Starbucks is their home away from home.
When designing a brand or even evolving an existing brand, pay close attention to the multi-sensory experience. With increased competition and digital-led brand experience, a multi-sensory strategy can elevate your brand and give you a competitive edge.
Team Contributor: Michaela Scott
Get in touch: michaela.scott@arrowvane.com | LinkedIn