Does Your Brand Have Something Smelly About It?
A Brand is where the relationship exists between a product, service or organisation and its stakeholders as well as the wider community. You have almost certainly given a lot attention to the visual identity of your Brand (you have, haven’t you?). But have you considered some other categories of Brand behaviour that are far more powerful than your logo?
What Does Your Brand Sound Like? Every Brand has a sound, at the very last when someone in your organisation answers the telephone. Is that sound consistent with your Brand’s identity? Its personality & character?
What Does Your Brand Smell Like? Yes, every Brand has a smell. How does that manifest itself for your Brand? The aroma in your restaurant. The smell of the plastic when your customer unwraps the packaging. The fragrance worn by your receptionist. All of these and more influence the way in which your Brand is perceived. Are you happy with it?
What Does Your Brand Feel Like? All Brands have a tactile element to their identity. The classic coke bottle has a distinctive feel that many of us would recognise blindfolded. A kiwifruit is pretty distinctive in that sense too. But what about Service Brands? Yes, there’s feel there too and it manifests itself in every physical element of your Service delivery. Do you know what those elements are? Are they consistent with your Brand’s personality?
The management and nurturing of a Brand is a vital and multidimensional aspect of marketing success. Is it worth the effort of “designing” every tiny aspect of its manifestation? You bet it is. Think of the person you most love arriving to see you. You know their sound. Your know their smell. You know their feel. And you love it. Now imagine if your Brand's relationships were even halfway down that track!
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