Smell is an incredibly powerful sense that can affect our moods, make us hungry and can even invoke specific thoughts and feelings. Smell has a powerful ability to trigger memories, even more so than any of the other senses.
When choosing a fragrance for your brand it’s necessary to convey a distinct message, know what you want the consumer to feel and understand what best fragrances have already worked for other brands.
What is your fragrance message?
Before making the important decision of choosing a scent, you need to be able to define the exact message you’re trying to convey to potential consumers. For example, if you are selling make-up you would likely want the consumer to feel beautiful, perhaps even youthful. Deciding what you want the consumer to think and feel when using the product is the first step when choosing a fragrance for your brand.
Scents elicit emotion, which can inspire people to purchase specific items. Products that have a simple aroma like warm cookies or fresh roasted coffee can remind people of Grandma’s kitchen or an old-fashioned cafe.
Salty air could remind someone of the ocean and a rocky beach. These are ideas to keep in mind when choosing a specific fragrance message.
What fragrances work with different brands?
Before deciding exactly what you’re looking for, think about what type of scents are already being used for different brands. A product as simple as Play-Doh, which some have described as a combination of sweet powder and crayon wax, brings forth strong memories and youthful emotion in nearly everyone who cracks open a new container.
Lincoln cars, made by Ford, have an “essence of Lincoln” fragrance that is a combination of smells such as green tea and jasmine. These fragrances are made to exude feelings of upscale luxury in a relaxing atmosphere.
Holiday Inn uses a rose scent in their bars and lobbies for weddings, and a leather scent for business meetings. Both fragrances are used to encourage guests to spend more on drinks and food in different situations.
Choosing the best fragrances for your brand
There are several items that need to be considered and questions to answer when choosing the best fragrances for your brand.
1. What is the personality of my company or product?
A signature scent must be consistent with the emotions and images connected with the brand. What is the primary message you’re trying to convey? Is it romance and love? Do you want to incite passion and excitement? Would you rather associate a sense of safety and security with your product?
2. What is the first thing I want a customer to know or feel about my product?
People recognize smells often before other senses register in the brain. What a product looks like, how it feels and what it even may taste like are secondary to smell. Therefore, it’s important to remember that the fragrance is what a consumer will likely think of and remember first about your product.
3. Is it possible to link the scent to the purpose of the product?
The smell of citrus is often associated with cleanliness and has been used in cleaning products. Lavender is an aroma linked to relaxation and is even used in herbal teas to bring about relaxation. This scent is often used in bath and shower products. Think of what your product does when choosing a fragrance.
Create a great brand with the right fragrances
From the initial creative process to providing proven marketing techniques and innovative technical support, the right fragrances can create a unique product. Whether it’s for detergents and cleaners, personal care products or industrial fragrance development, find a manufacturer that has the proven expertise and experience to provide the best fragrances you need.