How can scent Build Brand Awareness, Identity & Loyalty?
Diffusing a scent in retail, hospitality, banks, insurance companies or clubs is an inexpensive and effective way to increase customer’s attention and make a memorable impression thus improving brand recognition and build 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 significant increase 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 brands this can be incredibly helpful and encourage consumers to identify the brand and create a strong, longlasting 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 dramtically effects brand recognition. Just ask anyone who shops at Country Road, for example, if they dont recall the fragrance diffused through their stores nationwide.
“Consumers devote more attention to stimuli encountered in pleasantly scented environment.”
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.
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!