Scent of a Brand

There are two key elements to building brands and marketing businesses. Ideas and relationships. You build long-lasting relationships with clients by creating unique and memorable experiences.
The scent of a brand may not be something that readily comes to mind, but it’s far more prevalent than most of us perceive. All big hotel chains have a scent strategy for their brands. Airlines will use a scent for the airport lounges. Many automakers have distinctive scents for some or all of their models. BMW and Mercedes have both built scent diffusers into their higher-end options.
People’s sense of smell is very connected to emotions. Scent can be often unconscious. It goes to the limbic and emotional side first, then to the cognitive part of the brain. The brain is so perceptive, it notices it all the time. If you can think of the smell of chocolate chip cookies baking in the oven and how that associates, perhaps, with a childhood memory.
While most brand scent strategies have been conceived with the customer in mind, more and more businesses are seeing it as a workplace strategy for their employees as well. These companies want their workplace culture to be associated with a scent that helps provide positive reinforcement. Employees will associate a certain scent with an enjoyable workplace experience.