Even if we do not realise it rationally, most of the decisions we make on a daily basis are influenced by sensory stimuli from the outside world that trigger feelings and memories in our subconscious. And olfactory stimuli are the most powerful of all: scents can reach in a few seconds the deepest areas of the brain, where our reactions, emotions, mood, and memories are processed.
These hidden and mysterious mechanisms are what make scent marketing so effective. An even more nuanced and engaging version of scent marketing is olfactory branding, a strategy appreciated by brands, who are looking for original ways to stand out from the crowd.
What is the difference between scent marketing and olfactory branding? Read on to discover the secrets behind these strategies and learn how you can implement them to make your brand, product, and customer experience truly unique and memorable.
What is scent marketing?
When we talk about scent marketing, we’re referring to a communication strategy able to speak with the subconscious by leveraging the power of fragrances to instantly trigger specific reactions. Scent marketing includes all the strategies that brands use to positively shape the customer experience in their physical points of contact (stores, hotels, shopping malls, spas, events, and so on).
This type of emotional marketing also influences the customer’s buying journey and personal relationship with the brand, enriching it with positive and unforgettable memories. Fragrances are persuasive and remarkably powerful and can also be used together with other sensory stimuli, such as sound, lighting or interesting textures.
What is olfactory branding?
Exploring the opportunities of olfactory marketing opens the door to a different and even more refined use of scent for persuasion. In fact, olfactory branding offers a broader horizon of possibilities for companies wishing to distinguish themselves with a degree of personalisation based on perceptions.
The sense of smell can become a key element in branding strategies.
Professionals work through a tried-and-tested process to analyse the brand and really understand its communication needs, before identifying an olfactory pyramid that can be used to tell the brand’s story through a sensory full immersion. When this “scent logo” is diffused in the brand’s spaces or included in scented products, it guides clients into an oasis of subtle suggestions that speak to the emotions, thus strengthening their relationship with the brand and creating lasting connections.
Scent marketing vs olfactory branding: different goals, different strategies
Although similar in concept, the worlds of olfactory marketing and olfactory branding differ in their application strategies and goals. The former essentially involves
choosing, from the wide existing range of olfactory notes, those that best send the message to be conveyed to those who will perceive the scent.
Scent marketing can serve the purpose of eliciting specific responses or actions in the target audience and can improve certain KPIs when used effectively. For example, a particular fragrance diffused in a retail store can increase the time the clients spend in-store, improve the customer experience, boost average transaction value, support up-selling or tempt customers to come back for a repeat visit.
Scent marketing is used in countless ways. An evocative fragrance can also help building customer loyalty or instantly influencing the mood of those who step over the threshold, whether they’re visitors or the brand’s own members of staff.
Olfactory branding incorporates all the uses and benefits of olfactory marketing, enriched with even more interesting and customised nuances. Scent, in this case, becomes an integral part of branding strategies and is among the differentiating elements of a brand that build its unique identity. Thanks to the support of qualified experts, it is possible for companies to embark on a journey hovering between marketing, the art of perfumery, neuroscience, psychology and brand identity, to define the essential traits of their brand and translate them into customised olfactory logos.
This way, a brand’s personality is shaped by an accord of invisible scent notes, which become an essential brand asset within its positioning and differentiation strategies. The customer-brand relationship becomes even stronger and more rooted in the emotions, as the interactions play out in the realm of the senses.
Businesses can explore their new olfactory branding endeavours with confidence, by choosing to work with Scent Company and its professional Fragrance Specialists. Our team can guide all luxury brands through this unique journey, helping them to communicate the multi-sensory side of their identity.
Case studies: what kinds of businesses can take advantage of the power of scents?
The creation of an olfactory logo is an exciting process from the study of the fragrance to the production. There are numerous luxury brands that have embarked on this fascinating project, going so far as to define exclusive fragrances for their spaces.
The sectors that are benefiting from olfactory marketing and olfactory branding are transversal and range from hotel and F&B to interior design, retail and event scenting.
In the sophisticated world of luxury hospitality, several top names have already ventured into the sensory realm, designing bespoke marketing strategies. This includes prestigious hotels such as the Rome Cavalieri Waldorf Astoria Hotel, the Mandarin Oriental Moscow and the most innovative hotels in the chic mountain resort of Zermatt.
Scent Company’s expert team has created some persuasive scent logos for residential complexes too, such as Nashville’s Airbnb Niido, as well as some of the world’s most exclusive shopping malls such as the SKP South in Beijing. Olfactory branding is also having a positive impact in the world of clubs, events, spas, and food and beverage businesses.
Are you ready to start your bespoke olfactory branding project? Book a consultation with our experts and transform your brand into an emotion your customers will never forget.