When we think about the sixth sense, more often than not the Bruce Willis starrer comes to mind about the kid who had a sixth sense about dead people, played by Freddie Highmore. We’re not all Freddie Highmore, and most of us don’t see dead people. But we do see brands, and certain brands create a sense of comfort in us, while others might make us cringe.
So why do certain brands have our trust, and make us comfortable as soon as we see their logos?
It has everything to do with branding.
Unlike popular belief, branding is much more than sticking your logo on every bit of communication/ merchandise your brand owns. Branding is more about how your brand ranks on each one of the six senses of your potential customer.
The Sense of Sight
This is an obvious one. The look- colour, design, theme, content of your brand communication defines how the client perceives your brand. For your brand to be perceived as a premium brand, the aesthetic aspect of your brand communication is extremely important.
What a client sees, and reads, translates to their feelings about your brand. A brand with a garish theme, or a shoddy website, or incoherent content will never be perceived as a good brand, and will have poor conversions.
The Sense of Sound
The sense of sound influences multiple aspects of your branding, starting from the sound of your brand name itself. An easy sounding name will have a better brand recall as compared to a brand with a complicated sounding name, or a name which is too similar to another brand name.
A brand that releases marketing communications in audio/ video format will also be aware of the audio they put out- is the content sensible and in line with brand ethos, is the speaker confident and clear, is the sound quality good, and so many more things.
The Sense of Smell
This sense is understandably more important for brands in the food and cosmetics industry. How your outlet, food, or your product smells will inarguable decide whether a customer would even try your product.
Though this sense is relatively less important for other categories, the importance of your merchandise, and products smelling good, does not need to be stated.
The Sense of Taste
Another sense mostly associated with the food industry, but equally important for other industries when deciding brand partnerships and alliances.
You not only want any food/ beverage associated with your brand to leave a pleasant sense of taste to your customers, but you also want to partner with the brands/ organisations which ensure the same. Having bad catering at your outlet/ event is almost as bad as giving poor service yourself.
The Sense of Touch
One of the most important things for a product brand to do is to ensure that your product feels right in the hands of the client- whether its clothes, electronics or fitness products, the product texture needs to be as the customer requires it to be.oom design trends.
The Sixth Sense
And finally- the elusive sixth sense. Many aesthetic aspects of the brand identity- the colour of the logo, the theme used, the tone of the communication, influence the customers’ opinion of the brand itself, especially if it is new in the market.
Many people will decide whether or not to engage with the brand basis these three things only. Thus, it is very important to get them right. Many brand believe in the significance of colors, and hence choose the colors according to their brand values, blue for trust, green for growth, etc.have something for you.
To sum it all up, brand identity/ branding is a much wider, sensitive aspect of your business, and must be done correctly, and keeping the target audience and brand values in mind.
If clarity evades you still, feel free to get in touch with us for a free consult!
Happy branding!
