Choose language
Choose language
Our sense of smell is believed to influence 75% of our everyday emotions. The close connection between the olfactory gland, which registers smell, and the limbic system, which regulates emotion and memory, is the power behind our sense of smell.
Smell receptors in the nose connect directly to the part of the brain responsible for memory and emotion. That is why a scent has the ability to take you to a certain time and place and thus link back to a certain memory or feeling. That is why scents go beyond our rational perception and have an ultimate impact on our emotions.
Humans are able to recognize about 10,000 different smells, and what’s even more remarkable, we are able to remember smells with 65% accuracy after one year, as opposed to only 50% of the images after three months. (Sense of Smell Institute).
Numerous studies have shown that the smell can have a powerful influence on consumer behaviour.
Martin Lindstrom (a noted author and brand advisor) found that brand impact increased by 30% when more than one sense is used and by as much as 70% when three senses are integrated into the brand message.
Consumers also seem to be less sensitive to standard incentives and less able to distinguish brands and products. They are looking for emotional engagement and are attracted to brands that exude uniqueness and authenticity. Tomorrow’s strong brands make their brand experience beyond the traditional paradigm of visual and auditory stimuli; they create a relevant encounter between the brand and the customer, where the brand becomes a person and the encounter becomes a conversation. All you need is for this conversation to become a memorable one.
Olfactory Branding is more than just spreading a pleasant scent in the room, but it is a branding and communication tool that can convey the company’s brand identity and values, enhance the brand experience and create a lasting connection with the customers .
Scents are like “souls” that evoke certain dreams, evoke memories and take us into the fantasy world. They have the power to take us out of ourselves and to another place (the journey) in another time (the memory). Like a movie soundtrack, smells can completely change the viewer’s perception.
Your customers’ eyes may be closed, but the signature scent diffused into the business space lets them see the Invisible!
Consumers appear to be less sensitive to standard incentives and less able to distinguish brands and products. They are looking for emotional engagement and are attracted to brands that express uniqueness and authenticity. Tomorrow’s strong brands will make their brand an experience that goes beyond the traditional paradigm of visual and auditory stimuli; they will establish a relevant encounter between the brand and the customer, where the brand becomes a person, and it strikes a conversation. You just need to make sure that this conversation will be a memorable one
Scent has an exceptional power: it directs the brand experience and all the emotions we experience around it. This is a crucial fact for marketing.
Get in touch
