The Five Senses and Brand Perception

Determining how your brand is perceived can be processed through all five human senses, sight, sound, touch, taste, and smell. It’s important to consider how your customer experiences your brand from all five. Let’s take one of the luxury apartments I do marketing for. For the sake of privacy, we’ll call it Luxe. 
Sight

As soon as you walk into the lobby at Luxe, you are entering a space that is carefully designed to make your jaw drop. The oversized chandelier, the marble floors, and the high-tech interactive screen for you to peruse their digital brochure and community map all make a lasting impact. Not to mention the interiors of the units themselves - they are all thoughtfully appointed with designer touches throughout.

Touch

When a prospect is taken into one of the model units, they are quick to touch everything. We encourage them to run their fingertips along the Italian quartz, the wood cabinets, and even ask them to open the “wow fridge” so they can hand-select their own snack and drink, just as they would if it were their home.  

Sound

Music can set the mood anywhere. At Luxe, we have contemporary music you’d expect to hear at a fashion show played in the common areas.

Smell

You’ve probably noticed this at certain hotels, but many hotels have a custom-scent. At Luxe, we created a unique scent so that it even smells luxurious! 

Taste

Every tour ends on the rooftop, where the prospect is handed a glass of Veuve Clicquot. This is our final touch to make sure the final impression is a lasting (and prestigious) one. 

As you can see, considering all five senses into your customer journey can make a powerful impact on how your brand is perceived.