Branding Across All 5 Senses - Carney
The Daily Carnage

Branding Across All 5 Senses

We all know the five senses: sight, smell, hearing, taste, and touch. When it comes to branding, sight is usually what comes to mind for getting into a user’s mind. But what if you could be more memorable in more ways?

πŸ‘… Sense of Taste: Can you taste a company? We wouldn’t advise trying that. But you can associate taste experiences with brands. While not every brand is going to deliver on that, they can collaborate with brands that can. Experiences, events, gifts, or custom (edible) merch might be the way to go.

πŸ‘‚ Sense of Hearing: We talked all about sonic branding earlier this week. Developing an audio identity that is unique and memorable takes research and thought. It involves taking sounds associated with customer experiences. No sound involved with your brand? Time to make some music.

πŸ‘ƒ Sense of Smell: Brands have spent A LOT of money researching “signature scents” and aroma marketing. And there’s some good science to back that since smells are some of the strongest triggers for memory.

πŸ‘€ Sense of Sight: Visual ads, graphics, and logos are usually where companies put the most of their branding focus. The key is to be consistent with a visual identity.

βœ‹ Sense of Touch: It’s all about feeling. Packaging, user experiences, textures, and physical products themselves should have some sort of tactical experience that is unique to a brand.

Brands who creatively engage all five of the senses are bound to stand out from others. Check out the full Forbes article on multisensory marketing examples from brands like MasterCard and Apple.


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