The olfactory logo.
The olfactory logo.
Establishing a brand is a task that requires a lot of commitment, dedication and creativity. The mission is established in the long term and even when a relevant position has been achieved in the mind of the consumer, companies must continue to carry out strategies that keep them current in the hearts of potential customers, despite the thousands of competitors that arise daily.
Branding is how a brand forms a corporate identity, implementing all assets linked directly or indirectly to a name and its symbol. In other words, they are the tactics that are carried out so that people remember and immediately associate a company with a logo.
In the following exercise, you can easily recognize which companies have been successful in their work. For this, relate the following images with their name.
The brain has seen an image and immediately linked it with a brand. Achieving this is arduous and meticulous work that guarantees the success of the company, because in the moment of choosing between one product or another, people will make decisions, generally, by what they recognize.
The olfactory logo is a new trend that seeks to connect through emotions and unconscious reactions to buyers with the brand; it is therefore an ideal complement to the logo to generate positioning.
It is the creation of an exclusive fragrance that transmits the values, mission and vision of a brand.
How do you manage to emit such messages?
The aromas produce emotional reactions when perceived. In this sense, smells have the ability to alter our mood and, therefore, provoke a specific response to the situation in which we are involved.
A scent can make us feel safe and calm, while another, with a different composition, makes us feel daring and energetic.
How is an olfactory logo developed?
There is an identification of the values of the company, its long-term goals and what it wants to contribute to the world; there is an establishment of its essence and the message that it wants to transfer and the strategic objective to be achieved is defined: recall, produce a particular state of feeling or alter the notion of time.
Once these criteria are established, the olfactory family that evokes these sensations in the brain is chosen and the artistic part of the process begins, where the combination of perfect aromas becomes a creative process, since achieving a signature scent is a manmade creation with a touch of mystery.
What do you get when creating an exclusive fragrance?
- An olfactory signature is created, an aroma that when perceived by people will always be associated with the brand that produces it.
- Direct communication with the consumers’ subconscious, provoking emotions that generate lasting connections with the brand.
- Memories are produced regarding shopping experiences that people will want to repeat.
- Create a pleasant aroma.
- Make a fragrance that can adapt, that can be implemented in diffusers, stationery and merchandising products.
- Make one that can be reproduced by different laboratories that would permit implementing it anywhere in the world.
- It must be distinguishable; that is, have special characteristics that differentiate it from other fragrances on the market.
- Make it memorable. In this sense, it should provoke positive emotions for people to always remember it.
- Finally, implementing an olfactory logo is affordable and very profitable; it becomes a fundamental element for brand building, which integrated with the symbol, the name and an audio logo can position any company highly in the minds of consumers.
Every day, we enter a more competitive market, the country opens to new free trade agreements and with them, brands must create strategies that set them apart and carry out innovative mechanisms of persuasion.
In marketing, there are hundreds of potential paths and the implementation of aromas is one of the newest ones, appeals to the olfactory memory, which is a trace that we kept from our ancestors and allows us to retain 35% of what we smell, a very high percentage if we compare it to the 5% of what we see and 2% of what we hear.
Do you want to implement a sensory strategy in your company?