14 Oct The Power of Smell in Branding Strategies

The Power of Smell in Brand Strategy

By Ken Almond, PMP, and Michael Daily, APR

A recent Bloomberg article highlighted Crayola’s decision to trademark the distinctive “slightly earthy” smell of its crayons, illustrating how sensory branding can be a powerful tool in a brand’s strategy. Sensory branding, particularly scent branding, involves engaging the sense of smell to forge a deeper emotional connection between a brand and its audience. This approach leverages the strong link between scent and memory, emotion, and perception, making it a highly effective strategy for enhancing brand identity and creating a memorable customer experience.

By developing a distinct olfactory identity, brands can set themselves apart from the competition. For businesses that offer physical customer experiences, understanding how environmental scents can improve the overall customer experience can be invaluable. Scents have a unique ability to create emotional connections because the sense of smell is directly linked to the brain’s limbic system, which controls emotions and memory. When brands incorporate scent into their strategy, they can elicit specific emotional responses—such as comfort, nostalgia, or excitement—that strengthen the relationship with their customers. For example, bakeries often use the aroma of fresh bread to evoke feelings of warmth and home, fostering a sense of loyalty among customers.

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