In an era where technology distances us from human touch, sensory experiences become even more valuable. Increasingly, consumers seek brands that offer not just products or services, but engaging experiences that evoke emotions and lasting memories. To capture the attention and loyalty of the public, companies need to go beyond the traditional and invest in activating the senses.
A study conducted by Martin Lindstrom revealed that 75% of daily emotions are generated by the aromas we smell, while research in the book ‘Brand Sense’ shows that brands using these marketing strategies can increase purchase intent by 70%. These data demonstrate how the strategic exploration of the senses can strengthen brand identity and create genuine emotional connections with consumers.
But how to explore each of the senses to build a memorable brand?
Texture: the sense of touch is one of the first senses activated when interacting with a product. The choice of materials, packaging design, and even how the customer feels a product in their hands can influence their perception of value. Brands that surprise through touch create a differentiated experience.
Aroma: smell is directly linked to memory and emotions. A distinctive aroma can transport the customer to special moments, generate comfort, and build audience loyalty. Stores and hotels, for example, use exclusive fragrances to create a welcoming environment and reinforce the brand’s identity.
Taste: The palate has the power of immediate emotional connection. Brands in the food sector know that an unforgettable taste can become a competitive advantage. But even outside this segment, strategies such as offering special teas or coffees in service spaces can create a more enjoyable experience for customers.
Sound: Melodies have the ability to evoke emotions instantly. A well-crafted jingle, a characteristic sound of opening packaging, or a consistent soundtrack in points of sale and advertising campaigns help solidify a brand’s identity and create an emotional bond with the consumer. A study by Heart Beats International found that 35% of consumers stay longer in an environment with appropriate music.
Visual: Visual identity is one of the most impactful elements in brand communication. The strategic use of colors, design, and product presentation can attract attention and reinforce the company’s personality. Brands that invest in a consistent visual identity are more likely to be remembered and recognized in the market. According to a study by Loyola University in Maryland, colors increase brand recognition by up to 80%. Another study by the University of Technology in Australia found that visually appealing packaging can increase purchase intent by up to 64%.
Investing in sensory experiences is not just a trend but a powerful strategy to transform customers’ perception and create genuine emotional bonds. An example of a brand that excels in using this approach is Starbucks. The company doesn’t just sell coffee but creates a complete experience: the soft music and distinctive aroma in the stores, the texture of the packaging, the striking visual identity, and the ability to customize drinks make customers feel welcomed and emotionally connected to the brand. This strategic use of the senses has helped Starbucks build a loyal consumer base and become a global reference in customer experience.
