Fragrance is a great tool with which to extend one's brand. Not only does fragrance enhance the environment and ambiance of a place of business (i.e. a hotel or retail location), but it also creates an instant trigger that a customer or guest can use to link a specific scent with certain (and hopefully pleasant) memories or experiences. All of these reasons together support the concept of 'Scent Branding.'
Let's start with the most basic example: a spa. We associate spas as places where one pampers him/herself, relaxes, and indulges in 'me' time by way of massages, wraps, facials, etc... As soon as you step foot into a spa, you are greeted by a combination of scents that are revitalizing, energizing, cleansing, and relaxing notes -- perhaps a bit of lemon, bergamot, orange, lavender, and eucalyptus. Whatever the combination is, it's comforting, noticeable, and identifiable as 'that spa smell.' And whenever you smell anything similar, you think of those facials, massages, or the 'me time' for which you may be yearning.
In recent years, more and more, businesses like hotels and resorts or retail brands have been using scent to distinguish themselves in the eyes of their customers. Remember that white tea scent at Westin Hotels & Resorts? Or that soft musky scent that seeped through the open doors of Abercrombie & Fitch at your local mall? That's all scent branding. You smell that signature scent (whether you are paying attention or not), and your mind associates that scent with where you smell it.
If your business might be interested in scent branding, remember these tips:
- Remember your brand. What is your product or service? What is your message? Who is your audience?
- The scent you create to represent and extend your brand must be unique and recognizable. You don't want your signature scent to be similar to anything else out there.
- Beauty is in subtlety. Don't overpower your place of business with too much of your. It will be overwhelming and will turn off your customers.
Yes, these might seem like very basic points, but you have to get the basics right to make the more sophisticated strategies work for you.
It's also important to point out that using scent as a branding/marketing tool also creates a separate revenue channel for your business. When your scent branding strategy becomes identifiable and well-regarded (a.k.a. a success), you can support that success by creating ancillary products in your business' signature scent. Home fragrance, candles, lotion - whatever your customers want, they can now buy.
So if your business is ready to extend themselves by branding through scent, Royal Grey can help guide you through the process - from creation of your signature scent to logistics in how to scent your space to creating ancillary products. It can be overwhelming to get the process started, and that's why we're here - to make it all easy and seamless.