Brand Leadership Strategy & Identity Positioning with Scent
Create a brand identity & increase brand recognition, awareness & loyalty by including scent marketing in your brand strategy
How can scent build brand awareness, brand identity & brand loyalty?
Diffusing a unique & memorable scent in retail, cafes & restaurants, corporate offices or clubs & casinos is an inexpensive and effective way to increase customer’s attention and make a memorable impression thus improving brand recognition and building a strong brand identity or brand image.
As emotion and memory are intrinsically linked, creating an emotional link with your customer will also activate their brand image memories especially if they had a good experience at your store or venue. This can result in a significant increase in brand awareness and brand loyalty.
Scents will assist with brand positioning and brand development by establishing a brand image and increase positive customer feedback and brand loyalty. For many companies building their brands this can be incredibly helpful and encourage consumers to identify the brand and create a strong, long lasting and memorable brand image.
Scent should form a key part of a business brand strategy and its brand development when creating a brand or building a brand as the use of scent as part of a brand image effects the olefactory senses which are oftentimes neglected in brand positioning.
If you are looking for branding ideas, you should know that today, the use of scent equates to a brand leadership strategy and dramatically effects brand recognition. Just ask anyone who shops at Country Road, for example, if they don't recall the fragrance diffused through their stores nationwide.
“Consumers devote more attention to stimuli encountered in pleasantly scented environment.”
- Morrin and Ratneshwar
As customers are more focused in scented environment they dedicate more mental attention to where they are when in a pleasantly scented environment. This will result in the increase of brand memory.
A global study showed that 80% of men and 90% of women associate a particular scent with specific memories and experiences. Just a hint of this scent can awaken this association and create a positive feeling.
Scent diffused in retail stores, car dealerships or hotels, as examples, will thus build brand awareness and enhance brand recall. This will also increases recognition of a brand.
Facts and studies
on how scent helps to build brand identity, brand recognition, brand loyalty & brand awareness
A brand with a scented logo has a 65% chance of being remembered by a customer after a year, while an unscented brand has a 50% chance of being forgotten within the first 3 months.- Sense of Smell Institute
Bloomingdale’s uses carefully selected scents to strengthen their brand identity, awareness & image in the long term.
Diffusing scent in a store enhances brand awareness and brand recall of familiar and unfamiliar brands.
– Morrin and Ratneshwar
The Body Shop sprayed strawberry essence on the sidewalk leading up to their first shop in order to attract the public’s attention.
Abercrombie & Fitch made a strong impact on brand loyalty by diffusing a Signature Scent. Returning customers can elicit a number of fond memories from past shopping experiences there, which allows the company to draw a lot more traffic to their stores.
A research study performed in 2000 with brands of fine fragrances, cosmetics and home care products proved that a pleasantly scented environment raised the scores of evaluations for unfamiliar brands by 30% and their brand name recall was 5% higher.
Our satisfied customers
Review by Anytime Fitness in NSW contrasting Scent Australias solution vs generic products.
Aroma marketing for Retail client Country Road building customer loyalty.
Scent as used by hotels such as Intercontinental Hotels, Frasers Hospitality, Accor Hotels... increase dwell time.
Want to know more?
Let's discuss how scent can form a key part of your brand strategy, identity & positioning help to build your brand awareness, image, leadership, recognition & loyalty in your business!
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