Making Sense Out of Branding

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Making Sense Out of Branding:

Engage people through all five senses.

Paul A. Kiewiet MAS CIP Speaker, Coach, Consultant www.create2bgreat.com

Come to Your Senses and Build Your Brand

•  The role of the five senses in building brands and engaging people.

•  The twelve connection points of branding. •  The synergistic effect of multi-sensory media. •  Creating value and relevancy with multi-sensory

media •  Interesting, Ah-Ha Moments!

Brand: Christmas Sights

Sounds

Tastes

Smells

Touches and Textures

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Unique

Selling

Proposition

The Physical Product was the key differentiator

The 60’s and 70’s The Emotional Selling Proposition

Products perceived as different because of emotional

attachment.

I'd like to buy the world a home and furnish it with love,

Grow apple trees and honey bees, and snow white turtle doves.

I'd like to teach the world to sing in perfect harmony,

I'd like to buy the world a Coke and keep it company

It's the real thing, Coke is what the world wants today.

80’s OSP

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The Organization behind the brand becomes the brand. The Brand Selling Proposition -BSP

The “ME” Selling Proposition

Holistic Selling Proposition

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Holistic Branding Consistent

Message

Shapes

Rituals

Traditions

Symbols

Senses link to memory and tap

emotions

Senses link to memory and tap physical reactions

Advertisement becomes Icon

Experience Consistency

Sensory Perfume Uniform Behavior

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Smell is connected to memory

The one sense you can’t turn off

Sound is connected to mood.

Touch =��� Connection

Taste Taste

What examples can you come up with of brands that use ���

Sound���Smell ���Taste ���Touch���Visual ���

Brand Cues?

12 Components of a Brand Personality

picture

color

shape name

language icon sound navigation

behavior tradition service

ritual

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Branding by Picture

Branding By Color

Branding by Shape

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Branding by Shape

Shape defines the brand

The Brand Name

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Owning the Language •  Crunch = Kellogg’s 74% •  Masculine = Gillette 59% •  One Brand Owns 6 words 80%

–  Happy –  Fantasy –  Magic –  Dreams –  Creativity

– Smile

Ding! Navigational Consistency:

• Brochure

• Website

• Instore

• Promotions

• Product

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Brand Behavior

Service

Tradition

Rituals

Ritualizing Your Brand

Create Value by Involving ���All of the Senses

Seeing with fingers

Hearing with our eyes

We taste with our nose

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Hearing is Passive

Listening is Active

Effective Brands Target Both Hearer and Listener

83% of retained information is received visually.

But smell is the most persuasive

Shapes create a solid foundation for brand building.

Each Sense Can be Leveraged to Build a Better, Stronger, More Durable Brand.

You can create positive synergy across several touch points using multi-sensory media.

Instead of spending more executing less effective campaigns, why not add

multi-sensory media

and reinforce key messages, engage your audience and make

yourself memorable?

What messages and senses, feelings, meanings can

you reinforce?

Set the Stage.

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Smashing the Brand! Finding unique shapes, scents, tastes, colors and textures and getting audiences to interact with the brand.

Understand Brand Ingredients Visual strategy, tactile, shapes, aroma, taste, sounds. . .

The Art of Selling Perception Optimize every dimension. How Can You Help

Your Clients Connect More of the Senses?

Establish a sense of belonging to a community.

Place the User at the Center of Communications

Touch all of their senses.

“Get into their Lifestyle and Into Their Mind” Joel Schaffer, MAS

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Engage all of the senses Questions?

Paul A. Kiewiet MAS CIP Speaker, Coach, Consultant Paul@brandkiwi.com www.create2bgreat.com 269-806-4489

Bibliography and Recommended Reading:

BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound By Martin Lindstrom