What is Scent Branding?

Scent branding focuses the power of marketing on one sense: smell. Rather than trying to attract attention with loud noises and bright, flashing lights, scent branding tends to be more subtle. Also known as olfactory branding, this form of marketing can be compelling, tapping into our most profound memories and desires.

Scientists believe that’s because smell is our oldest sense, evolving first to help us avoid danger and find food. Today, we still use it in those ways, but we also use it in other ways. What to consume, what to focus on, what we remember–all these things are influenced by our sense of smell.

Scent branding is particularly powerful because scents, emotions, and memories are closely connected. Consider:

• Up to 75% of people’s emotions are prompted by what they smell
• Humans are 100 times more likely to remember what they smell vs what they see
• The average human can detect 10,000 different odors
• When smelling a pleasant or familiar scent, 40% of people say it puts them in a better mood
• 65% of people say they can recall smells accurately after one year (for visuals, it drops to 50% after just 3 months)

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Scent branding and scent marketing are similar, but not the same. Marketing refers to a more general use of fragrance; branding is more focused. While scent marketing seeks to create a pleasant atmosphere to elicit certain emotions or memories, scent branding seeks to associate a specific scent with a certain company or product. For instance, the “new car smell” we all recognize is generic to all new cars, whereas a new Jaguar might come infused with a signature scent unique to the brand.

Companies that employ scent branding see their signature scent as an easily recognizable “olfactory logo” that sets them apart and builds loyalty. In modern marketing, sensory branding is part of an overall strategy that creates brand loyalty in multiple ways through multiple senses. Scent is important to incorporate because our sense of smell delivers data directly to the limbic system–the place in our brains that manages memory and emotion. And that makes scents even more impactful than sights and sounds.

Using the science of scent to optimize your brand requires careful consideration. You must consider how deeply you integrate any new scent into your marketing strategy. When choosing a scent, it’s critical to ensure that it supplements and strengthens the brand’s identity while appealing to its target audience.

Interested in leveraging the power of scent branding? The following considerations are a good place to start:

Scent branding is powerful, but it takes time, care, and research to get it right. At Aire-Master, we’ve been leading the way in scent marketing for over 65 years. Let us help you create a signature scent for your brand. Boost your business with scent–get started today at airemaster.com.

In the competition for consumers, scent branding is becoming a more and more important tool. Take a look at the wide variety of industries that benefit from incorporating scent into their marketing plans.

Hotels – Hotels and resorts are constantly focused on enhancing the guest experience. Today, more and more of them do so by infusing the air with a signature aroma, welcoming guests with a feel of luxury and comfort.

Spas – Spa enthusiasts see these spaces as sanctuaries where everyday worries melt away. Scent branding is a powerful part of the rejuvenating and relaxing experience, and spas choose aromas carefully to soothe the spirit and open the senses.

Retail Stores – In retail environments, competition is stiff. Creating an inviting setting with scent marketing can give your business an advantage, drawing customers in and encouraging them to stay longer…and buy more.

Multi-Family Housing – In places like apartment complexes, a welcoming aroma in shared spaces creates a positive impression for potential tenants. And, it can help to neutralize odors, too.

Healthcare Environments – Going to the doctor or visiting the hospital can be stressful. But being greeted by a soothing fragrance like lavender or a clean scent like eucalyptus can help create a sense of calm.

Casinos – Casinos aim to create a self-contained environment where guests can focus on having fun. The right fragrance adds to the excitement, helping to increase comfort and extend the duration of their visit.

Senior Living Facilities – Independent and assisted living options for seniors attract prospective tenants by making a great first impression with the pleasing smell of their new home. In the lobby and hallways, scent branding also helps neutralize out-of-place odors, making both residents and guests feel more comfortable.

Restaurant – Food: it’s everywhere! To set themselves apart, many restaurants go beyond the ambient smells produced by their own kitchens, supplementing them with an aromatic lobby and clean, fragrant restrooms.

Commercial Real Estate – When vacant, large commercial properties can feel stagnant and smell, well, commercial. Real estate agents have found that adding scent can have a positive impact on how prospective clients perceive the space, making it more inviting and attractive.

Get a free quote to see what scent branding can do for you!