In an ever-changing world, where there’s unlimited choice and increased evolution of customer needs, branding matters more than ever. Companies that invest in branding ultimately benefit from a loyal customer base that drives higher business performance. While there are several elements to an effective brand strategy, one of the main factors is brand messaging. Luxury companies that apply a custom fragrance as part of their brand messaging develop deeper connections and higher engagements with their audience.
A 2020 McKinsey report showed that strong brands consistently outperform the market. There is intrinsic value to branding that goes well beyond mere product benefits and price.
Positioning itself as a luxurious hotel brand for a younger generation, W Hotels created a modern “art-inspired” living-room lobby concept that features live music performances. Guests will find a unique combination of swanky bars, colorful sofas and signature cocktails to spend their evenings networking with others.
Lululemon goes beyond retail by promoting itself as a luxury wellness brand. Their community-based retail model has evolved to include collaborations with yoga and fitness professionals. Members can sign up for special wellness classes, meeting others with similar interests. The Lululemon logo and typography has become a powerful symbol that is instantly recognizable around the world.
We have all experienced the undeniable power of fragrance. When walking through the shopping mall, it is our sense of smell that picks up on the warm spicy scents of cinnamon from Mr. Cinnamon, begging the question -should I have one- ? Or the aroma of freshly brewed coffee by the local barista. Of the five senses, our sense of smell is directly connected with emotional centers of our brain. When triggered, a fragrance has the power to unleash a wide range of feelings, from relaxation to invigoration and excitement.
Applying the same fragrance across all your businesses – it should be instantly recognizable.
While there are hundreds of fragrance combinations, the composition should be authentic and exclusive to your brand.
A fragrance should be relatable to your audience.
A custom fragrance should be welcoming and pleasant. An audience may distance themselves from an obtrusive fragrance.
A fragrance that appeals to your audience will be memorable.
Developing a custom fragrance is an art form. It requires a deep understanding of your brand objectives and how you want to be perceived in the market. To bring this vision to life, brand leaders will contract a leading scent branding company that has a track record of delivering exemplary results. It also requires transparency and complete focus to ensure that a campaign is tailored to your goals, and not according to the agency’s priorities.
Fragrance can be an effective tool to drive an emotional affinity with your brand. Imagine an energizing citrus scent that whispers “adventure” in a travel agency. Or the infusion of lavender and eucalyptus designed to calm the mind in a spa. Experienced scent branding companies understands the nuances of fragrance. While methods vary from one agency to another, a project usually starts with a discovery and deep dive of your brand. These elements ultimately lead to fragrance recommendations that are used to evoke your brand personality. This includes emotions such as femininity, masculinity, quality, inclusiveness, confidence, etc.
Key stakeholders within the brand are interviewed by the scent branding company. There's a focus on identifying elements that are true and relevant.
Messaging and sensorial elements are defined. An introduction to possible fragrance notes and their associations with culture, music, cuisine, art, etc.
Research and trials are initiated by the scent branding company, setting the overall direction of the project. This phase lasts between 2-4 weeks.
Depending on the complexity of the fragrance, first samples are shared within 6-8 weeks. The final approved formula can take 3-4 months.
Perfumers are specialists in the art and science of fragrance creation. A scent branding company usually employs several perfumers with expertise in the fashion, beauty, and luxury industries. With hundreds of raw materials to work with, they combine creativity, passion, and inspiration to translate a brand’ goals into a fragrance that customers will love. As part of the creative process, the perfumer will invest time researching trends and ingredients that maybe relevant to the brand. After weeks of research, a perfumer will present a fragrance formula for the brand team to evaluate.
Think of deep, earthy and organic notes that evoke a sense of warmth and richness.
These are fresh, vibrant scents that can energize and uplift.
Delicate, subtle and romantic, floral scents can evoke elegance and femininity.
Exotic, intense scents add a touch of mystery, luxury, masculinity.
By completing the development process, the scent branding company delivers a custom fragrance that captures the essence of your brand. It’s the culmination of several months of persistent work to arrive at this new formula.
Subtle amounts of fragrance are dispersed through diffusion systems that are installed in a company’s main entrance or storefront. Larger systems can be installed in ventilation shafts where fragrance is dispersed throughout the building.
Candle manufacturers will produce branded candles with your custom fragrance. The best manufacturers will customize the jars and packaging with your branding and include your logo. Branded candles are ideal for merchandising, gifting and marketing events.
A reed diffuser does not have the restrictions like that of a burning candle. They require little attention and are safe to withing a company’s main entrance, hallways, conference rooms, and more. New fragrance oils can be purchased to refill the container once its runs out.
North America’s premiere scent branding firm specializing in custom fragrances and private label collections like luxury candles and perfumes.
