The various products offered to consumers are all the same, in terms of both function and appearance, all the same. That phrase from Philip Kotler, one professor of marketing in the world.
How a brand can be recognized as a whole and be able to build a strong emotional bond with consumers, is a large and very important question to answer. Seeing a market full of competition where each product with different functions together mimic each other, let alone the things we can offer to attract attention and amaze consumers?
How a brand can appear as the first choice of many competitor brands in the minds of consumers? One of the answers of the above questions is a sensory branding, the branding process that touches consumers through the five senses that humans have.
Through sensory branding, a brand has more value that can transform a commodity product that had become a very strong brand, which can stand alone as a whole compared to competitors’ products.
Competence of sensory branding is understanding the importance of a brand can build a deeper and more sensitive, that is through the senses and emotions. Branding is done by Singapore Airlines is also similar to other airlines, through visual and graphics such as logos and color consistent. On the other hand, Singapore Airlines began lifting consumers experience higher than other airlines.
They greet you with a friendly and always well dressed. They provide a warm towel to the passengers while waiting for the plane getting ready to fly. The whole flight attendants also use the same perfume, Stefan Floridian Waters, a perfume that has been patented and must be used by all cabin crew of Singapore Airlines.
Similar (aviation services) but not identical (all given stimulus is very different than other airlines). Do you remember the scent of BreadTalk bakery? Every time you log bakery, you do not just see so much bread on display in front of your eyes. You also smell the fragrance of fresh-baked bread. The fragrance is not from the bread you see, but it comes from the air freshener that is placed in the store. That sensory branding.
You will always remember that BreadTalk bakery is one that is very fragrant and through the stimulus, also provoked emotions through the sense of smell, which in turn could encourage you to buy the bread. Similar to (sell bread) but not the same (given BreadTalk experience than other bakeries).
Challenges in conducting sensory branding is to imagine a broader and more detailed on how a person interacts and accept new experiences with your brand, and also applying existing ideas to strengthen the emotional side at every interaction.
When communication and visual identity are generally only touch the senses of sight and hearing, the entire stimulus can be enhanced by integrating the three other senses that it sends a stronger emotional message to the consumer and multi-applications all point interactions. The product you are offering is similar, but not identical experiences with other products.