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 lasting emotions and memories. To capture audience attention and loyalty, companies must go beyond traditional approaches and invest in activating the senses.
A study conducted by Martin Lindstrom revealed that 75% of daily emotions are generated by the scents we perceive, while research in the book ‘Brand Sense’ shows that brands using these marketing strategies can increase purchase intent by 70%. This data demonstrates how strategic sensory exploration 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: touch is one of the first senses activated when interacting with a product. The choice of materials, packaging design, and even how a customer feels a product in their hands can influence their perception of value. Brands that surprise through touch create a differentiated experience.
Scent: smell is directly linked to memory and emotions. A distinctive scent can transport customers to special moments, generate comfort, and build audience loyalty. Retail chains and hotels, for example, use exclusive fragrances to create a welcoming environment and reinforce brand identity.
Taste: taste has an immediate emotional connection power. Food industry brands know that an unforgettable flavor can become a competitive advantage. But even outside this sector, strategies like offering special teas or coffees in service areas can create a more pleasant experience for customers.
Sound: melodies have the ability to instantly evoke emotions. A well-crafted jingle, a characteristic packaging sound when opened, or a consistent soundtrack in retail locations and advertising campaigns help consolidate a brand’s identity and create an emotional bond with consumers. Research by Heart Beats International indicated that 35% of consumers stay longer in an environment when there’s 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 a company’s personality. Brands that invest in consistent visual identity are more likely to be remembered and recognized in the market. According to a study by Loyola University Maryland, colors increase brand recognition by up to 80%. Meanwhile, research from Australia’s University of Technology found that visually appealing packaging can increase purchase intent by up to 64%.
Investing in sensory experiences isn’t just a trend, but a powerful strategy to transform customer perception and create genuine emotional bonds. A brand that excels at this approach is Starbucks. The company doesn’t just sell coffee—it creates a complete experience: the soft music and characteristic scent of stores, the texture of 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 senses helped Starbucks build a loyal consumer base and become a global reference in customer experience.
