In an era where technology distances us from human touch, sensory experiences become even more valuable. More and more, consumers seek brands that offer not only products or services, more immersive experiences that evoke emotions and lasting memories. To capture the audience's attention and loyalty, companies need to go beyond the traditional and invest in activating the senses
A study conducted by Martin Lindstrom revealed that 75% of daily emotions are generated by the aromas we perceive, while research in the book "Brand Sense" shows that brands using these marketing strategies can increase purchase intention by 70%. These data demonstrate how strategic sensory exploitation can strengthen brand identity and create genuine emotional bonds with consumers
But how to explore each of the senses to build a memorable brand
Texturetouch is one of the first senses activated when interacting with a product. The choice of materials, the packaging design and even the way the customer feels a product in their hands can influence their perception of value. Brands that surprise with touch create a differentiated experience
Aromathe sense of smell is directly linked to memory and emotions. A strong aroma can transport the customer to special moments, generate comfort and build audience loyalty. Store and hotel chains, for example, they use exclusive fragrances to create a welcoming environment and reinforce the brand identity
Flavorthe palate has an immediate power of emotional connection. Food industry brands know that an unforgettable flavor can become a competitive advantage. But even outside this segment, strategies such as offering special teas or coffees in service areas can create a more enjoyable experience for customers
Dreammelodies have the ability to evoke emotions instantly. A well-crafted jingle, a characteristic packaging sound when opened or a consistent soundtrack in points of sale and advertising campaigns help to consolidate a brand's identity and create an emotional bond with the consumer. A survey conducted by Heart Beats International indicated that 35% of consumers stay longer in the environment when there is appropriate music
Visual:the visual identity is one of the most impactful elements in a brand's communication. The strategic use of colors, design and presentation of products can attract attention and reinforce the company's personality. Brands that invest in a consistent visual identity are more likely to be remembered and recognized in the market. According to a study by Loyola University, in Maryland, colors increase brand recognition by up to 80%. A study from the University of Technology Sydney found that visually appealing packaging can increase purchase intent by up to 64%
Investing in sensory experiences is not just a trend, another powerful strategy to transform customer perception and create genuine emotional bonds. An example of a brand that uses this approach with excellence is Starbucks. The company not only sells coffee, but create a complete experience: the soft music and the characteristic aroma of the stores, the texture of the packaging, the striking visual identity and the possibility to customize the drinks make customers feel welcomed and emotionally connected to the brand. This strategic use of the senses helped Starbucks build a loyal customer base and become a global reference in customer experience
