WHAT ARE YOU SPRAYING?
I repeatedly come back to the image of brand as a scent. It atomizes out from everything you do whether you like it or not. People can smell it before they can even put thoughts to it. So, what does your brand smell like to your ideal customer? Hopefully, amazing. If it stinks, you have a problem. If it smells like nothing or just ok, you have an opportunity.
Understanding the Invisible Aura of Your Brand
Your brand leaves an impression before a customer consciously processes what you're all about. It's in the subconscious cues—the colors on your packaging, the tone of your social posts, the way your team interacts with customers. Your brand’s essence should immediately communicate something distinct and desirable. Imagine how you behave when something smells great — what is that? I want to move closer, I want that in my life. (Or in my tummy if it’s food.)
Fine-Tuning Your Brand’s Notes
Much like a well-crafted fragrance has top, middle, and base notes, a compelling brand has layered elements that work together.
Top Notes – First Impressions
What’s the very first thing potential customers see, hear, or feel when coming in contact with your brand? Is it a sleek website, an engaging social presence, or a heartfelt recommendation from a friend? These “top notes” determine whether someone is intrigued enough to take a deeper sniff—or if they’ll walk away.Middle Notes – The Experience
Middle notes in perfume are where the heart of the scent lives, and in branding, this is where the real substance happens. It’s in your customer service, your product quality, your storytelling, and the consistency of your interactions. This is where people start forming loyalty—or disengagement.Base Notes – The Lasting Impression
Just as a great perfume leaves a lingering impression, a strong brand maintains its presence long after an interaction. Will customers think of you when they have a need in your category? Will they recommend you to others? These enduring associations solidify your place in their minds.
When Branding Needs a Scent Revamp
If your brand is invisible, incoherent, or just bland, it’s like wearing a scent that fades too quickly or, worse, clashes with your desired identity. Luckily, you have agency over what you emit.
Audit what exists. What do people actually associate with your brand? If it doesn’t align with what you want, it’s time for a shift.
Clarify your essence. What do you want customers to feel when they interact with your business? Excitement? Trust? Success? Define this before reworking any elements.
Enhance your presence. A well-known scent becomes iconic because it’s distinctive and consistently used. Your brand should have the same level of recognizable consistency—across products, messaging, and customer experience.
Crafting a Brand That’s Irresistible
Think about the brands you love. They don’t just offer a product or service; they exude a feeling, a memory, an energy. They bring sensory and emotional connection into play. That’s the goal.
Consider your brand. Does it captivate? Does it linger? Or does it dissipate into the noise? If you refine it with intention, your brand’s "scent" will draw in your ideal customer like Mickey Mouse following his nose to a pie on the windowsill.
DOES THIS ALL SOUND REALLY ABSTRACT AND HARD?
We can help! Start with our brand stickiness quiz and reach out for a consult.
