OK, maybe it doesn’t. But Fast Company reports that perhaps brands should smell. Their August issue looks at how companies are using scent to help distinguish their brands.
And we're not talking cars and perfume. The fives senses are being used more and more to help define a brand. What color is your brand? Recent research tells me that it is probably blue. What does your brand sound like? Starbucks asked this question and the company is reaping the rewards.
The New York Times sees this as part of a larger trend. It reports that in the late 1990’s large budgets funded advertising and marketing. Now companies are taking new approaches to brand building.
”People have to have faith to create a brand. Take a cup of coffee. Someone had to believe you could take it and create a perception of uniqueness around something generic, and command a premium price. You can't start with the research. You have to believe you can do it and then do it. You can then measure whether you succeeded or not. A cup of coffee is sold everywhere in the United States for 50 cents. Someone had to believe they could make it a little stronger and sell it a different way and get $1.75. That doesn't start from the research.”
If you haven’t asked yourself these questions, maybe you should. Odds are good that everyone on this list has answers to the questions above.
This goes for professional service companies too. Every company has a lobby, meeting space and many sponsor events. Consider how your brand lives in these spaces and immerse your customers in a distinct experience that will build their loyalty and keep you competitive.