Establishing A Business Brand Identity Through Scent Marketing

MIAMI, Aug. 30, 2019 /PRNewswire-PRWeb/ -- Brand identity in the 21st century presents unique challenges, mainly due to information overload. According to marketing firm, Yankelovich Inc., the average person is exposed to around 5,000 ads per day. This tsunami of data each person is subjected to makes the creation of solid brand awareness particularly demanding, especially for smaller businesses that don't have unlimited advertising budgets.

Enter The Concept Of Scent Marketing

The human sense of smell is directly linked to the part of the brain that controls emotions and memories. It's this link that savvy businesses are targeting with scent marketing. Far from being a new notion, Singapore Airlines were one of the first to utilize the power of smell for brand identity back in the 1990s. They patented an aroma (Stefan Floridian Waters) and used it shamelessly within their aircraft. From cabin crews' perfume to hot towels, the pervading aroma created a subliminal connection between brand and brain. This led to a positive chain of emotions and recognition—the exact aim of scent branding.

When applied to the creation of brand identity, and how it's distinguished in the minds of consumers, this is a very powerful tool indeed.

Scent Marketing Success Stories

Whilst this odorous notion is still in its relative infancy, the theory is sound. Brands such as Abercrombie & Fitch have patented their signature fragrance, Fierce. United Airlines have the aptly named "Landing," and Turkish Airlines create customer recognition with the fragrance named TK1933. And, of course, top-end hotels have been wafting visitors with their own carefully curated perfumes for the last few decades. When it comes to the pinnacle of consumer brand recognition, the power of scent is perhaps even more potent than that of sight or sound.

Scentsational Benefits

Creating a scent logo for a business brings with it a multitude of benefits. The most significant is that such a concept cuts through the "noise" of information that people are subjected to, and it does so without consumers even being aware of it—that's the reason scent marketing works. Defining a brand today, in what is probably the most over-crowded marketplace ever experienced in history, takes a skilled approach.

For huge corporations with money to burn bombarding us with visual logos and catchy jingles, creating brand awareness might not be too difficult. For small and medium-sized businesses who need to ensure every advertising dollar works extraordinarily hard, scent marketing is a truly viable option.

Custom Scent Creations

Determining a scent that communicates the right brand message is key. Conveying the image, emotions, and message that an individual company desires is crucial to its success. This is where the use of a company such as Hotel Scents by Aroma360 comes into play. Their highly experienced scent consultants work with individual brands to understand the business personality and in-depth characteristics of the target market. Aromas are highly subjective, so a young, hip market such as that of Abercrombie and Fitch benefits from a strong, edgy aroma. Hotels, on the other hand, speak an entirely different message. Chains such as the Westin portray an atmosphere of relaxation and quiet elegance with a cool white tea fragrance.

Miami based Hotel Scents, a division of top scent marketing and branding company Aroma360, provide the ultimate in business scent branding, working with companies to determine their personalized scent solution. Once created, they utilize the latest in aroma delivery for all areas of a business premises, including the eco-friendly HVAC scent system that ensures subtle, even, and effective fragrance delivery. Make no mistake, this subliminal message not only imprints a brand firmly in the psyche of consumers but also has subtle yet powerful influences on customer behavior. When looking to successfully create a strong brand identity, that certainly isn't something to be sniffed at.

More information can be found at https://www.hotelscents.com/ or for an in-house demonstration visit their Miami showroom.

SOURCE Hotel Scents