Our sense of smell is powerfully connected to our moods and memories; the right scent can make us feel happy or sad or even hungry. Specific aromas can trigger certain memories faster and more easily than our other senses. That means that when it comes to choosing a signature fragrance for your brand, it’s important to get it right. You want to select a scent that conveys the right message and makes your customers feel what you want them to sense.
Before deciding which scent you want to use, you must define the message you want to get across to your existing and potential customers. If you run a spa, you probably want your customers to feel relaxed and calm; makeup companies typically aim to make shoppers feel youthful and beautiful. Other businesses may want to impart feelings of energy, focus, happiness, or festiveness, depending on the type of business and the target audience. These scents can drive consumers to make specific purchases – just think about how you respond to the smell of chocolate chip cookies warm from the oven or freshly roasted coffee.
The choice of scent is an individual one – each brand has its personality and its own scent marketing goals. When choosing a fragrance for your brand, consider your company’s persona and products, and keep your signature scent in alignment with these. For best results, try to link your brand’s scent to the purpose of your products – for example, lavender and relaxation. Think about how your product is used as you choose a scent.