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Man is an emotional being who is guided only to a limited extent by cold calculation. We perceive the world through the prism of our beliefs, ideas we have heard, and our senses. Sight, hearing, touch, taste and smell are what helps us experience life, and in the past have been one of the foundations for the survival of the human species. Still, many entrepreneurs are afraid to bet on the customer’s experience with the company in a wider context.
The first impression effect!
Today, competitive advantages are even more strongly determined by details. Access to technology, as well as production processes, is more widespread than ever before, so the details will determine why consumers choose your brand.
What does your head office look like, what do the people who first come into contact with the customer represent. Very important, and perhaps even more important, are non-verbal impressions. It’s what music reaches our ears, what we feel when we step through the company’s doors. Are all these elements consistent with each other? This is why aroma plays such an important role in the branding process.
Emotions and impressions – this is what drives us
Once we have taken care of the emotional sphere and built a good first impression, this needs to be maintained. Sometimes professional salespeople in perfumeries of brands recognized throughout Europe make a basic mistake in communicating with the customer – they refer directly to the product, i.e. the fragrance, instead of asking about the sensations that come from smelling a particular fragrance note.
This demolishes the whole intricately created effect at the outset, as most customers feel lost at this point and do not quite know how they are supposed to answer such a poorly asked question. In this area, we may miss the opportunity to close the deal. Therefore, in selecting a fragrance for your brand, pay attention to olfactory memory.
We like what we already know
Olfactory memory is a phenomenal process because it remains constant throughout life. Based on the aromas we perceive, our mind can assess danger, if only in the form of the smell of gas, or recall wonderful moments by the ocean when we smell the aroma of the sea breeze.
This is why you need to focus on positive impressions when choosing a fragrance for your brand, because verbal and non-verbal experiences will create the anchors in the customer’s mind described in psychology – company X is very good and friendly – even though, on further reflection, we don’t quite know why we think so.
“As emotional creatures who are partly guided in their lives by the rational side of their minds, we rely primarily on very primal instincts. In branding, awareness of the potential of fragrances helps to develop a unique competitive advantage over other companies. At the same time, the specifics of each industry are so unique that virtually most companies can use their own fragrance lines as the hallmark of their business,” says Waldemar Stasiak president of ELiX.
