Smell as part of corporate identity: how brands create unique images

Smell is one of the most powerful tools influencing perception and memory. Research shows that the sense of smell is closely linked to memory and emotion. Unlike visual or auditory perception, aroma can instantly evoke associations, even years later. This is why many companies strive to incorporate a unique scent into their marketing strategy. Sensory branding, which includes working with scents, is becoming an important part of creating a company’s image. 

What is scent branding and why is it needed?

Scent branding is the art of creating and using unique scents that become an integral part of a company’s image. It aims to complement the visual and audio elements of the brand, enhancing their impact on the consumer’s subconscious.

For example, well-known hotel and retail chains use signature scents to create a sense of comfort and trust among visitors. Fragrances play the role of a trigger: the client, having smelled a familiar smell, subconsciously returns to the brand in his thoughts. This works especially effectively because olfactory memory is much stronger than visual memory.

How smell enhances emotional connection with a brand

Smell is an emotion. A correctly selected aroma can evoke certain feelings and associations in the client. This creates a strong emotional connection with the brand, helping to build loyalty.

The main ways smell affects emotions:

• Associations with comfort. Signature scents in stores or hotels help create a welcoming atmosphere, making customers feel at home.
• Strengthening your brand through memories. A client, once smelling a signature scent, will associate it with your business, returning to you again and again.
• Subconscious influence. People may not even notice the smell, but their mood and impressions will improve if the scent is chosen correctly.

These effects have been proven in research: stores that use scents see an increase in the time customers spend inside, as well as an increase in sales.

Technologies for creating signature fragrances: from concept to implementation

Creating a unique scent for a brand is a complex and multifaceted process. It requires a professional approach and consideration of many factors.

First, specialists study the company’s values, its target audience and main objectives. Based on these data, a fragrance concept is developed, which will reflect the essence of the brand. Then professional perfumers create a composition by testing various options.

Once the final scent is approved, its implementation begins. Fragrance can be used in various forms: indoor aroma diffusers, scented business cards or product packaging. The main thing is that the aroma becomes recognizable, but not intrusive.

Examples of successful use of scents in branding

Some companies have made fragrance a key element of their corporate identity.

For example, a well-known hotel chain Marriott uses a special signature scent that creates a feeling of luxury and comfort. This scent is not only present in hotel premises, but is also sold as a scented candle, allowing customers to “take a piece” of the brand home.

Another successful example is Nike. Their flagship stores use a light, fresh scent that emphasizes the brand’s sporty focus and active lifestyle. Thanks to these efforts, the company managed to create not only a visually, but also a sensory memorable image.

How to introduce scent into your corporate identity: steps for business

The process of integrating scent into a corporate identity begins with a clear strategy. It is important to consider both brand values ​​and audience preferences.

1. Define your goal. Do you want to create a cozy atmosphere, stand out from competitors or increase memorability?
2. Contact the professionals. Fragrance development is an art that requires experience.
3. Test. Test the scent on a small group of customers before launching it on a large scale.
4. Integrate scent at all levels. This could be room decoration, packaging or promotional materials.

The main thing to remember: the aroma should not dominate, but should be recognizable.

Scent is a powerful tool that can dramatically change the perception of a brand. He is able to form an emotional connection with clients, strengthen their loyalty and create a unique corporate identity. Unlike visual or auditory elements, aroma works at the subconscious level, which makes it especially effective.

However, successful introduction of scent requires careful preparation. It is important to consider all aspects – from fragrance creation to testing and integration. A poorly chosen scent can have the opposite effect. Therefore, a professional approach is key.

Brands that use scent branding correctly not only stand out from their competitors, but also remain in the hearts of their customers for a long time. If you are trying to create a unique image, you should think about what scent will become the calling card of your business.