Brand SensationsIt’s been said that your company’s brand is everything your business does and is. Everything it stands for…or doesn’t. Scott Bedbury, author of A New Brand World says that in branding, everything matters. “A brand is the sum of the good, the bad, the ugly, and the off-strategy…It is also defined by your receptionist and the music your customers are subjected to when placed on hold...Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever.” That’s a great reason to consider all the ways in which your business can get into the hearts, minds, souls—and senses—of your core market. Yes, senses. Branding is much more than marketing messages delivered in a print ad, direct mail, press release, trade show, or a clever internet-delivered video. Branding also takes place in the senses. According to Bedbury, former brand manager for Starbucks, “Brand environmentalism” as he calls it, “has long been one of Starbucks greatest strengths, and nothing you see, smell, touch, taste, or hear in its stores is an accident. There is no serendipity here,” he continues, “and nothing left to coincidence or chance when it comes to the customer experience.” That’s how Starbucks is able to deliver on their brand promise of rewarding everyday moments. Here are some other examples of how sensations can strengthen and support a brand promise.
SIGHT: I’ve so far resisted the urge to purchase a flat panel television. Chalk it up to confusion (LCD, Plasma, High Def—I don’t get it) but there is one TV that has captured my attention. It’s just a matter of time before it also captures my wallet. It’s the Philips Ambilight, and it’s the visual equivalent of surround sound. Ambilight projects the dynamic lighting and colors from the screen onto the walls and other surfaces surrounding the TV adding depth and dimension to the viewing experience.
SOUND: As I type this, I’m seated in front of my Macintosh computer and the characteristic startup sound the Apple makes has become distinctly Macintosh and, while it’s changed subtly with each new model over the years, it’s a sound that has come to be identified with the “think differently” Mac. Are you a PC user who has to put up with the discordant jangle of sound that Windows makes on startup? Then how about this example: the Snap, Crackle, and Pop of Rice Krispies cereal has been shepherding the Kelloggs’ brand for more than 75 years—and the trio are still going strong. 
SMELL: Can smell infuse a brand? Sure! Folgers coffee built an entire campaign around the aroma of its coffee brewing in the morning and proclaiming, “the best part of waking up is Folgers in your cup.” On a recent trip to Las Vegas, I stepped out of a cab in front of
Mandalay Bay.
Instantly, I was transported to the tropics as a waft of spicy scent found its way into my nostrils. A scent system is employed by the hotel and casino to set the exotic, south sea islands mood for visitors. Another? I was looking at bottled waters the other day and was blown away by the amazing variety of packages, labels, names, and types. But then I spotted a bottle that was shaped like an organically carved chunk of ice. It felt smooth, and the “melted” edges made it easy to hold in my hand. It was cold and “felt” refreshing.
Ty Nant’s
innovative bottle, it turns out, has won numerous design awards. 
EXPERIENCE: While not one of the senses, there are plenty of opportunities to add an experiential element to your brand. When a Corona beer comes to the table with a lime sticking out the top and I push it into the bottleneck with my thumb giving the ice-cold cerveza its distinctive taste, I’m also imprinting this citrus-y ritual into my mind and bonding myself closer to the Corona brand. What about twisting an Oreo cookie and licking the filling before dipping the cookies into milk? And how many licks does it take to get to the center of a Tootsie Roll pop? How about a non-food example? I recently was test-driving a Saab (because I’m a sucker for their “Born From Jets” ad campaign) and the first thing that I noticed—a Saab differentiator—was that the ignition keyhole is between the seats. Weird, but cool. It’s a subtle way that Saab reminds us that the same people who design front-line fighter jets also design their cars. Consider ways in which your business can inject sensation into your brand. Granted, this may be a challenge, but remember that branding is about everything you do, everything you are, and everything you stand for.
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TOUCH: Three words for you: Snuggle fabric softener. ‘Nuf said. 