Not literally — though some brands do have a literal smell (every Abercrombie store ever). I mean your brand should trigger something sensory in people who encounter it. A feeling. A memory. An association so strong it happens before rational thought.
This is the highest level of brand building. It's what separates brands people simply use from brands people are genuinely loyal to. And it's more achievable than most small business owners realise.
Think about what Glossier has built. When you see that millennial pink, hear the word "cloud paint," or see that bubble wrap pouch — there's an immediate, pre-verbal response. It's warm, considered, a little indulgent. That response was engineered. Every touchpoint was calibrated to produce it.
Now think about what your brand currently produces when someone encounters it. What's the feeling? Be honest. If the answer is "nothing in particular" — that's the work.
Sensory brand touchpoints to consider:
- Visual rhythm — is there a visual pattern or style so consistent it's immediately recognisable?
- Language rhythm — does your writing have a cadence, a pace, a way of ending sentences that feels like you?
- Experience texture — what does interacting with your business feel like? Fast? Considered? Warm? Efficient?
- Association — what do people think of when they think of you? What memory does your brand attach itself to?
- Surprise and delight — where do you exceed expectation in small, memorable ways?
The last one is underrated. A handwritten note with an order. A follow-up email a week after a project that's genuinely useful. An unexpected detail in the packaging. These small moments create strong memories — and memories become word-of-mouth.
You don't have the budget to buy attention. You have the ability to earn it through experience. That's actually a better position to be in.