Olfactory Branding

Quite contrary to the common belief, verbal and visual brand identities are not the only effective branding alternatives. Scent is an intrinsic memory trigger. Even those who claim to be ignorant of olfactory branding are constantly exposed to it and experience it insentiently.

Scent marketing is typically used either to fill the space with a targeted smell (ambient scenting) or as a brand signature (scent branding). Since people sense smell first and send that information to the very primitive brain centers of emotion and memory, olfactory branding works well for marketers trying to connect emotionally with customers. It differentiates your brand and helps customers remember your brand distinctively. In one of his studies, Martin Lindstorm, branding’s most original and innovative thinker, analyzed that Play-Doh’s fragrance was not only easily identified by the young individuals.

Olfactory branding is the heart of marketing strategy of brands like Abercrombie & Fitch, Bloomingdale's, Jimmy Choo, Ashley Furniture, Williams-Sonoma, Volvo, Lexus and Hugo Boss. Although some brands choose to make their scent consistent throughout their stores around the world, other brands such as hotels and restaurant chains choose to alter their olfactory campaign per the geographic location. Yet, some chose to differ – William-Sonoma for one is identified by it's signature vanilla and clove. Majority of the hotels have been using scent branding for the better part of the last decade. Just about every hotel chain has a signature program – Westin Hotels has its signature White Tea fragrance. St. Regis uses an elegant blend of rose, sweet pea and pipe tobacco. Hotel Monaco in downtown Baltimore has a soft citrus and green tea, the spiciness of black pepper and cloves wrapped in musk. Studies have shown that retail and hospitality sectors experience the most positive results with olfactory branding. However, products like Play-Doh are well associated with a consistent odor throughout the world.

ELLE magazine featured an article titled “Fragrance by Design” where they investigated olfactory branding within the fashion industry. Like music, fashion shows also use scent to establish a connection between the brand and audience. Abercrombie and Fitch was one of the first brands to use olfactory branding as part of their marketing campaign. Needless to say, no one across the United States and Europe can miss identifying an A&F store.

From Roosters Men's Grooming Centers in Northern California to San Diego’s real estate agency Brett Bastello at Dannecker & Associates, Canadian book publisher Oblonsky Editions, every possible business is moving to this next big marketing technique. But it’s not all that glittery. Olfactory Branding comes with it own set of problems. Some scents could be too dangerous for the population suffering from asthma or allergies. It could trigger throat closure, burning eyes, headaches or other discomforting reactions. At times, the smell you chose can not only distract your customers, but you might also end up losing them if you chose the wrong scent.