Making Sense Out of Branding
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This document discusses how brands can engage all five senses to build stronger connections with customers. It explains that using multi-sensory branding through sights, sounds, tastes, smells and touches can create more impactful experiences that tap into emotions and memories. Examples are given of how different brands have used sensory cues like sound, smell, taste and visuals in their branding. The twelve components of a brand personality are identified as color, picture, shape, language, name, behavior, sound, navigation, tradition, icon, ritual and service. The document advocates for a holistic branding approach that is consistent across all touchpoints and leverages all the senses.
Making Sense Out of Branding
- 1. 1/26/14 Making Sense Out of Branding: Engage people through all five senses. Come to Your Senses and Build Your Brand • The role of the five senses in building brands and engaging people. • The twelve connection points of branding. • The synergistic effect of multi-sensory media. • Creating value and relevancy with multi-sensory media • Interesting, Ah-Ha Moments! Paul A. Kiewiet MAS CIP Speaker, Coach, Consultant www.create2bgreat.com Brand: Christmas Sights Sounds Tastes Smells Touches and Textures 1
- 2. 1/26/14 Unique Selling Proposition The Physical Product was the key differentiator The 60’s and 70’s The Emotional Selling Proposition Products perceived as different because of emotional attachment. I'd like to buy the world a home and furnish it with love, Grow apple trees and honey bees, and snow white turtle doves. I'd like to teach the world to sing in perfect harmony, I'd like to buy the world a Coke and keep it company It's the real thing, Coke is what the world wants today. 80’s OSP 2
- 3. 1/26/14 The Organization behind the brand becomes the brand. The Brand Selling Proposition -BSP The “ME” Selling Proposition Holistic Selling Proposition 3
- 4. 1/26/14 Holistic Branding Consistent Message Shapes Rituals Traditions Symbols Senses link to memory and tap emotions Senses link to memory and tap physical reactions Advertisement becomes Icon Experience Consistency Sensory Perfume Uniform Behavior 4
- 5. 1/26/14 Smell is connected to memory Sound is connected to mood. The one sense you can’t turn off Touch = Connection What examples can you come up with of brands that use Sound Smell Taste Touch Visual Brand Cues? Taste Taste 12 Components of a Brand Personality color picture shape language name behavior sound navigation tradition icon ritual service 5
- 6. 1/26/14 Branding by Picture Branding By Color Branding by Shape 6
- 7. 1/26/14 Branding by Shape Shape defines the brand The Brand Name 7
- 8. 1/26/14 8
- 9. 1/26/14 Owning the Language • Crunch = Kellogg’s • Masculine = Gillette • One Brand Owns 6 words 74% 59% 80% – Smile – Happy – Fantasy – Magic – Dreams – Creativity Ding! Navigational Consistency: • Brochure • Website • Instore • Promotions • Product 9
- 10. 1/26/14 Brand Behavior Service Rituals Tradition Create Value by Involving All of the Senses Ritualizing Your Brand Seeing with fingers We taste with our nose Hearing with our eyes 10
- 11. 1/26/14 83% of retained information is received visually. Hearing is Passive Listening is Active But smell is the most persuasive Effective Brands Target Both Hearer and Listener Shapes create a solid foundation for brand building. Each Sense Can be Leveraged to Build a Better, Stronger, More Durable Brand. You can create positive synergy across several touch points using multi-sensory media. Set the Stage. Instead of spending more executing less effective campaigns, why not add What messages and senses, feelings, meanings can multi-sensory media you reinforce? and reinforce key messages, engage your audience and make yourself memorable? 11
- 12. 1/26/14 Smashing the Brand! Understand Brand Ingredients Finding unique shapes, scents, tastes, colors and textures and getting audiences to interact with the brand. Visual strategy, tactile, shapes, aroma, taste, sounds. . . The Art of Selling Perception Optimize every dimension. Establish a sense of belonging to a community. How Can You Help Your Clients Connect More of the Senses? Touch all of their senses. “Get into their Lifestyle and Into Their Mind” Joel Schaffer, MAS Place the User at the Center of Communications 12
- 13. 1/26/14 Engage all of the senses Questions? Bibliography and Recommended Reading: BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound By Martin Lindstrom Paul A. Kiewiet MAS CIP Speaker, Coach, Consultant Paul@brandkiwi.com www.create2bgreat.com 269-806-4489 13