Whether you’re a brick and mortar or an online exclusive brand, thinking of your brand as an experience is always sound practice. In today's post we want to touch on the five senses and how they relate to your brand. Don’t underestimate the impact seemingly unrelated senses can have on your brand experience.
This one might be obvious, but you’d be surprised at how many businesses don’t take what their customers actually SEE into consideration. Everything speaks and every detail of your business or operation sends a message to your customer. Be very deliberate about your space and the sights you expose your customer to.
Ok we know, it's 2020 and you don’t have a brick-and-mortar… How much thought have you put into the packaging when your product is delivered? Or the thank-you notification after an online purchase? If you have an online store, think about your website as your brick and mortar. And don’t stop when you’ve shipped a product, think about how much packaging impacts the customer experience long after it leaves your warehouse. You might find that it will not cost that much extra to invest in slightly more unique and on-brand packaging to better represent your brand.
What do your customers hear? And again, we encourage you think beyond your music selection - even though that is very important. What is the sound scape outside your store front? Is there an echo inside the venue? Etc…
If you’re not a brick and mortar… What does your packaging sound like when your customer opens it? If you’re an online wine retailer, think about details such as the anticipated uncorking and first pour - and how that plays into your customer experience.
This might be the only one where we suggest you don’t put too much thought into it unless your product is actually edible… BUT, perhaps that doesn’t mean you can’t add in something with a pleasant taste to improve the customer experience. Complimentary Strawberry flavored hard candies with your strawberry scented artisan soap might be just the thing to bring your product to life.
What emotions does your product elicit through touch? What's the quality of wrapping paper or fabric? Is the box heavy? Rough or smooth? What about your shopping bags (brick and mortar) or the plastic bag (online store) it’s delivered in? You might it's time to reassess your packaging if you simply went with the most cost-effective option - but cost-friendly is NOT one of your brand attributes.
When you walk into a hotel, or here in Las Vegas, a casino, you will often notice a signature scent. In fact a lot of “Las Vegans” will probably boast that they know what casino they’re in simply based on scent. Scent is an incredibly powerful tool and another one that a lot of businesses do not put too much thought into. If you have a brick and mortar, be consistent and deliberate with the scent in your store. If you don’t have a brick and mortar, what does your packaging smell like? Is your wrapping paper scented? What does your actual product smell like? There’s a reason “New Car Scent” is a popular air freshener.
Whatever situation you find yourself in, we recommend a sense-audit. Walk through your customers’ shoes and experience your brand through your five senses, you might find that there are areas for quick and easy improvement that won’t be a huge cost investment but will positively impact your brand experience.