Sensory branding isn’t a new concept, but it’s something that more marketing teams should pay attention to when it comes to increased customer retention. Appealing to the senses of your customers will not only attract more people within your target audience, but it also will help your existing customers to feel a deeper connection to your brand.
If you haven’t used sensory branding strategies in the past, consider adopting some in your future marketing endeavors to enhance customer engagement and loyalty.
Let’s cover some of the most innovative and effective ways you can utilize sensory branding within your business to form a lasting connection with your customers.
Appealing to the senses
As a brand, you might think you can only go so far when it comes to engaging your audience’s senses. For example, a bakery’s audience isn’t going to be able to smell its freshly baked cookies through a phone or computer screen.
So, consider how you can appeal to the other senses. From a marketing perspective, visuals are where you can really shine and connect with your audience. With that in mind, colors matter more than you might think. By tapping into color psychology, you can create marketing materials that evoke certain emotions and ideas. Depending on your brand and the message you’re trying to convey, you can use different colors to your advantage. For example:
- Blue is associated with peace and tranquility.
- Green is associated with growth and renewal.
- Red is associated with love, passion and energy.
- Yellow is associated with joy and intelligence.
Not only can you use colors to impact the feelings of your audience, but you can use real-world visuals and audio. Video marketing has seen a huge rise in popularity over the last few years. Now, short-form videos are becoming more popular thanks to platforms like TikTok and Instagram—especially with younger generations. Videos give your brand a chance to develop your voice and put a real face behind your agency. It improves accessibility and increases engagement, so don’t be afraid to pull back the curtain on your brand, make more videos, and foster closer, more comfortable relationships with your audience.
Create engaging experiences
Packaging efforts also can go a long way in improving customer retention. Everyone likes to receive packages, but why not go the extra mile to make each opening experience more engaging and fun for your customers?
First, consider the things that matter to your audience. Nowadays, issues like sustainability and waste reduction are at the forefront of most people’s minds. Consumers care about the eco-friendliness of your brand and product, and they want to know that your business is ethical. The more you’re willing to talk about sustainability efforts, the more likely it is that your audience will choose your brand over a competitor. When it comes to packaging, consider using recyclable or compostable materials. Insert an information sheet about how your agency gives back to the planet. Or, include a seed packet for your customers to plant wildflowers.
Beyond sustainable practices, different packaging strategies can help to foster emotional connections, which build brand loyalty. Use your packaging to display your brand values, connect with customers on an emotional level, and show cultural sensitivity. Consider making things interactive by using things like QR codes or curated samples of your product.
By appealing to the senses of your audience, you’re likely to make them feel more seen, heard, and valued by your brand. That can go a long way in fostering loyalty, helping you to build success for years to come.
Katie Brenneman
Katie Brenneman is a passionate writer specializing in lifestyle, mental health, education, and fitness-related content. When she isn't writing, you can find her with her nose buried in a book or hiking with her dog, Charlie. To connect with Katie, you can follow her on Twitter.
