Scent marketing can be a powerful way of telling your business’s story. Perfume branding has become a useful tool for marketers to elicit powerful emotional responses and memories that can be linked back to their brands.
Through this marketing tactic, marketing success can be achieved, and positive brand associations can be more easily formed. Such associations tend to have greater longevity owing to the olfactory system’s unique connection to the brain.
Here’s how you can use perfume branding to tell your business’s story in a powerful way:
Define Your Brand’s Story
In order to use olfactory branding to tell your brand’s story, you need to have a clear understanding of the narrative that personifies your brand. This means understanding with clarity what the values, emotions, and experiences are that you wish to define your business by.
This might include things like innovation, eco-friendliness, luxury, or heritage. Whatever the characteristics of your brand story are, knowing them clearly is the first step towards selecting scents that align with and enhance the narrative.
Choose The Scent
When selecting a scent that reflects your brand’s personality and resonates with your target audience, a number of characteristics need to be considered to determine its emotional impact in alignment with your brand’s identity.
This means doing significant research into the characteristics of various scents to ensure that they’re relevant to your brand story and consistent with your brand’s visual and audio messaging seen elsewhere. A good sales marketing strategy will align closely with your other marketing strategies so that it can reinforce the brand story and become an integral part of the business’s persona.
Poor scent selection can render your brand messaging inconsistent, so wherever possible, this should be carefully researched with the advice and counsel of perfume branding experts to help guide you.
Craft The Experience
Once you’ve identified your brand’s story and chosen an appropriate scent to communicate the brand’s identity to your customers, you need to decide on the kinds of experiences that will be built around your scent marketing approach. Incorporating scent delivery into various touchpoints of your customer journey is critical for ensuring the success of a scent marketing strategy.
Common ways of conveying your olfactory branding strategy are to include aromas in physical spaces, such as stores. However, increasingly innovative marketers are using scent marketing in product packaging, marketing materials, and more.
Crafting a scent experience requires understanding the different scent delivery systems available to you so that you can diffuse the scent appropriately.
Train The Team
Wherever your scent delivery systems are placed, you need to have personnel ready to take advantage of the marketing strategy by understanding its importance and being able to explain it to curious customers.
For many customers, the incorporation of olfactory branding strategies is novel, and it is likely that some customers will ask questions about the nature of the scent and the reason behind its choice. By training your team to understand the relevance of the scent to your brand’s story, you can better create a brand experience that will reel customers in and create a memorable brand experience for them.
There is much more to learn about scent marketing, and we at Scent.ology are the perfect people to help you on your journey towards creating a holistic perfume branding strategy. Contact us today to find out more about how we can enhance your marketing through scent.
