Once you’ve remembered the scent of your favorite perfume, it is very likely for you to remember it in a very long time.
This applies to your brand as well. You can scent your brand to attract your costumers. You might think how in the world does that work?
When you get into a coffee shop, it’ll be very displeasing for if you smell the scent of a green tea instead of the coffee’s scent. Yes, using the right scent to create an ambiance for your store or your brand is important. Victoria’s Secret took this opportunity to entice their costumers by using vanilla scent in their stores. The relaxing fragrance of vanilla makes the costumers — whether they realize it or not — stay longer in the store.
But then again, too much use of fragrance will weird your customers out. You wouldn’t use too much vanilla scent in your family diner, would you? You absolutely don’t want to ruin their eating experience with excessive use of perfume. Or even worse, they would think probably think that you’re selling perfume instead of food, which is totally out of question.
The other use of putting a scent onto your brand is to make your customers remember your brand. You can tell the smell apart of an Indomie noodle from other noodles because of its unique, delicious smell. Indomie succeeded to create the image of their noodles onto the consumers’ minds by using a strong, unique, distinctive and delicious smell.
Using more global brand as an example, Crayola crayons made a totally unique scent that the customers can tell the brand of the crayon right away once the smell gets into their nose. The company trademarked the scent because of this reason (yes, a scent can be trademarked!).
Created by Ganesha Lufthansa