The Importance Of Scent Branding

It has been said that the visual logo of a business is a direct line to brand identity. Some logos are so ingrained into our memory that we don’t need to see the name of the business to identify them, such as the Nike symbol or the Apple logo. To a large corporation with a significant advertising budget, building a brand though mass-marketing can be easy, but small to medium-sized companies do not have those same advantages.

It is said that the average person is exposed to up to 5,000 forms of advertising throughout the course of their day. For a small to medium-sized company to get their message through and make it stick, they have to find a way to make their brand stand out through all of the clutter. Fortunately, there is an answer that doesn’t necessarily have to break the bank in terms of an advertising budget – scent marketing.

Scent Branding

Unlike all of our other senses, our sense of smell is the only one that is connected to the area of the brain that processes both memories and emotion. Here’s how powerful the olfactory system is: human beings can remember approximately 10,000 distinct odors capable of triggering important memories that can take us all the way back to our childhood. We are 100 times more likely to remember something that we smell, as opposed to what we see or hear.

Savvy businesses who are looking to build their brand in a unique and creative way have utilized this science by making use of scent marketing, via an “olfactory logo.” This is simply a custom scent, created specifically for a particular business, that is used in conjunction with the brand. Consistent and repeated exposure allows for this specific scent to then become associated with the brand, helping to build a business’ image and reputation.

The most well-known use of scent marketing occurs in retail stores that cater to young adults, such as Hollister and Abercrombie & Fitch. These stores broadcast their signature scents in such high concentrations, that they have even created an “off market” where fragrance and candle shops attempt to sell products based off of that scent.

To be effective, a business’ scent branding must match the target market of the average demographic as well as reflect the emotions and the image that the brand is meant to portray. Matching the right fragrance elements to create a signature scent for a business is a crucial first step in a successful scent marketing campaign.

For more information on scent marketing contact Air Scent International today.


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