Scent-Based Branding for a Competitive Edge
Scent-Based Branding for a Competitive Edge is the only sense that bypasses cognitive thought, reaching straight to the brain’s limbic system—which manages emotions and memory—making it an effective tool in connecting and creating brand loyalty. By integrating a signature scent, businesses can create an immersive experience for their customers that is distinct from competitors—think of it as your olfactory logo, giving your business a unique identity.
Brand Experience through Scent
Whether it’s the smell of freshly brewed coffee or a sweet cinnamon aroma, a recognizable scent can increase customer dwell time, which ultimately leads to more sales and a positive feedback loop. Studies have shown that scent can elevate a customer’s intent to purchase by 80%.
Many businesses have jumped on the scent trend, using their signature fragrance to set them apart from competitors. For example, the Westin’s signature scent is a blend of white tea, vanilla, and cedar to create feelings of luxury and relaxation. Starbucks, meanwhile, uses the smell of freshly roasted coffee to encourage customer return visits and entice new visitors.
From retail to foodservice, a signature scent is an excellent way to communicate your business’s values and differentiate yourself from the competition. Depending on your industry and desired result, there are many options for scent-based branding—whether it’s an attention-grabbing, energizing fragrance to boost foot traffic or a more subtle, ambient aroma to provide an authentic brand experience, Mintel Consulting can help you find the perfect scent for your business.…