Answer The Question.What Types Of Matter Does Sound Travel Through Sensorial Branding – The Future of Brand Building

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Sensorial Branding – The Future of Brand Building

“People spend when and where they feel good”
– Walt Disney

Most brands and products are now interchangeable. This sad statement comes from one of the fathers of marketing, Philip Kotler.

For a brand to be known, recognized and understood by its values ​​is the core of every strategy, the problematic issue of every marketing manager.

However, in a competitive environment where the use and utility value of a brand (a product or a service) can be easily copied or duplicated, what is left that stands out from the crowd? How to trigger customer preferences to ensure their loyalty? How can you build, maintain or strengthen the tie that will connect your brand with the consumer and put you ahead of the competition?

These are the questions that sensorial branding answers: use the senses (and their impact on consumer perceptions) to enhance the brand experience and enhance its uniqueness and personality, while ultimately giving way to affection, consumer preference and loyalty.

Sensorial branding (and sensorial marketing) fills the gap left by traditional marketing theories when it comes to responding to the mindset of today’s consumers. This new type of thinking found its origin in the ’90s, with the shift from the rational mindset that once dominated the decision-making process of consumers to the emotional and hedonistic pursuit that now drives their desires and consumption practices.

In reaction to an increasingly virtual and pressured industrial world, people are beginning to look for a way to reconnect with reality in their private space, for a way to re-engage their world. . The individual values ​​of pleasure, well-being and hedonism increased with a truly new concept of consumption that exposed the limitations of traditional marketing theories.

Consumption is now a form of “being”. Like any leisure activity, it can be a place to express a part of your personality, where you share common values ​​with a small group of other individuals (a tribe). And perhaps above all, acts of consumption must be analyzed as “felt” acts, as experiences that give rise to emotions, sensations and pleasures.

Shopping activities are driven by this desire for exciting experiences that reawaken the senses and drive emotions. No matter how effective a product is, it is the hedonistic and emotional added value, as well as the distinct experience it offers, that leads consumers to buy it and ensure its loyalty.

What does this mean from a branding point of view?

First, it means that the price and the functionality are now taken for granted (or, in other words, not enough difference). It is now the intangible, irrational and subjective characteristics of the brand offering that are the new success factors.

Second, it emphasizes the fact that sensations, new experiences and emotions should be part and parcel of the brand experience. It is through these 3 channels that the brand can make a greater difference, influence consumer preferences and secure their affection.

In summary, focusing the brand strategy on reasonable arguments about its functional value is no longer enough to ensure success. What is clear is that empowered brands are in charge of delivering hedonistic and emotional attributes throughout the brand experience. This is where brands can add meaning and, therefore, value and feeling to products and services, transforming them from interchangeable commodities to powerful brands.

This is where sensorial branding excels: exploring and revealing how brands can connect with people in a more sensitive way, at this authentic level of feelings and emotions. To be more specific, it focuses on exploring, expressing, and empowering the brand’s hedonistic and emotional potential.

In this theory, sensations prevail because they are a direct link to consumers’ feelings. The senses are directly affected by the limbic part of the brain, the area responsible for emotion, pleasure and memory. In a way, this is not a big surprise. It’s all about going back to the basics, to what really appeals to a person every day. Feelings are an essential part of our human experience. Almost our entire perception and understanding of the world is experienced through our senses. A growing body of research shows that the more emotional your product is, the greater the brand experience.

While communication and visual identity are primarily about sight and sound, a proper poly-sensorial identity that combines touch, smell (and taste if possible), sends a more powerful emotional message to consumers, which increases the connections or touch points where consumers can be attracted, convinced and moved by the brand. It enables and encourages consumers to “feel” and “experience” the brand (product or service) in their “emotional brain”.

As Martin Lindstrom, author of the best-selling book Brand Sense, says, success lies in mastering a true sensory synergy between the brand and its message.

The first brand that intuitively implemented the sensorial branding theory was Singapore Airlines. Like other airline companies, Singapore Airlines’ communication and promotion mainly focuses on cabin comfort, design, food and price. The breakthrough was made when they decided to include the emotional experience of air travel. The brand platform they implemented was aimed at a simple, but revolutionary, goal: to present Singapore Airlines as an entertainment company. From that moment, every detail of the Singapore Airlines travel experience was analyzed and a new set of branding tools was implemented: from the finest silk and colors chosen for the staff uniform, to the design of the flight attendants who must match Singapore The airline’s brand color scheme; from the extreme selection of flight attendants who should be representative of the “Asian beauty archetype”, to the way they should talk to passengers and serve food in the cabin. Everything should provide smoothness and relaxation to transform the Singapore Airlines travel experience into a true sensory journey. After making the Singapore Airlines flight attendant an iconic and emblematic figure of the brand (the famous “Singapore Girl”), they once again broke marketing barriers by introducing a new dimension of brand: a signature scent. They specially designed a signature scent, called Stefan Floridian Waters. This olfactory signature was used by the crew, mixed with the hot towels served to the passengers, and it soon permeated the entire fleet. Described as smooth, exotic and feminine, it is the perfect reflection of the brand and immediately achieved Singapore Airlines recognition upon entering the aircraft. It soon became a unique and distinctive mark of Singapore Airlines, able to convey a set of memories that are all linked to comfort, sophistication and sensuality.

Another example given by Martin Lindstrom is Rolls Royce. To recapture the feeling of the old “rollers” and maintain the luxurious aura surrounding the brand, Rolls Royce analyzed and created unique scents made from materials such as mahogany wood, leather and oil. which permeates the interior of the 1965 Silver Cloud Rolls-Royce. Today every Rolls Royce that leaves the factory is equipped with a diffuser under the car seat to express this unique brand identity.

What we learned here is that when all the sensory touch points between the brand and the consumer are integrated, analyzed and exploited the real enhancement of your brand identity is achieved. In the future, it can be the latest tool to stand out from the crowd, enhancing the brand experience and ultimately influencing consumer loyalty.

Few brands today actually integrate sensorial branding into their strategy, while forward-thinking companies are already implementing it successfully. Adding a sensory dimension to the brand experience is sure to be the next competitive asset.

In the future, brand building for marketers may come down to a simple question: what does my brand feel like?
To get more information about Sensorial Branding services, either in China or internationally you can check out the Labbrand website.

Vladimir Djurovic

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