What Does Your Brand Smell Like?

Companies devote a lot of time toward building their brand’s look and feel.

Far fewer brands focus on scent. Yet for many industries, the right smell is key to providing a better experience.

To create a more enjoyable environment, Cinnabon and Panera Bread are strategic about their scents. Cinnabon puts its ovens near the front of the store, while Panera switched to baking during the day to create more appealing aromas. Companies have even gone as far as “investing” in the worst ventilation systems allowed by law to keep more smell in the store.

When the smell of Starbucks’ breakfast sandwich clashed with the coffee aroma, the company changed the sandwich’s ingredients rather than provide a subpar scent for customers.  

Hotels consult with perfume makers to concoct a scent that aligns with their value prop. W Hotels, looking to embody a fun and exciting aesthetic, uses jasmine and sandalwood scents. The Westin uses scents from white tea to provide a more relaxing experience. Budget hotels actively avoid scents that seem too complex or expensive.

The Sweet Smell of Engagement

Research has shown the right smell can improve brand sentiment and increase sales. Yet this focus on fragrance offers a good marketing lesson for companies that don’t sell cinnamon rolls or look to curate a particular lobby aesthetic.

Customer experience has many elements. A good interaction with an employee, the right feeling, and even pleasant scents can lead to more enjoyable, more memorable experiences with a business.

Brands should make every effort to make that experience more enjoyable. Make them remember you for something specific that enhances the experience and the relationship.

The earlier you can make that connection, the better.