Establishing a signature fragrance for your business is an excellent way to make a lasting first impression on your customers. Fragrances can evoke powerful emotional memories in a way that none of our other senses can reach. This helps to create a unique environment that will be much more easily recalled in the customers’ mind.
For this reason and many more, the use of scent as a marketing tool is now seen as essential by a wide variety of businesses and organizations, including the healthcare sector, hospitality, retail, gyms, offices, real estate, educational institutions, and pet care services. Here are some tips on finding the right customized scent for your business.
Consider your brand ‘tone of voice’
All businesses have a brand identity that is created around the key business goals of the brand. This might include attracting a niche consumer group such as high-end kitchenware, or B2B sales in the tech industry, or people looking to improve their health and fitness.
The personality of the company will be aligned with its target customers. These could be further identified through questionnaires, focus groups, and one-to-one interviews. From this, a target customer persona can be constructed to help guide the brand identity.
For example, will it emphasize luxury and taste, healthy living, affordability and fuss-free products, be modern and cutting edge, or nostalgic for past times? The fragrance should reflect these traits, such as a peppy citrus scent for a youthful and health-conscious demographic, and more complex scents for a luxury target audience.
Does the fragrance suit the environment?
You should also consider the physical space where the fragrance will be experienced. Rich and intense scents are considered luxurious, but they can feel overwhelming in a small space. On the other hand, a light delicate fragrance may not have enough impact in a larger space.
If you are serving food and drink at your business premises, you should avoid a scent that will clash strongly with the aroma of the food. However, it is still possible to use fragrances to influence customer behavior, such as diffusing the scent of sweet baked goods or coffee near the entrance.
Use fragrances with natural ingredients
Fragrances that are created with essential oils have particular aromatherapeutic benefits, and can help to soothe the mind, boost the mood, and promote creativity. They are also much better for human health and the environment than artificially created scents because they contain no harsh chemicals.
Test out the fragrance and ask for feedback
Ultimately, it is the opinion of your customers that matters the most when selecting a fragrance for your business. Test a range of scents and ask your customers to give their opinion. Include your staff who will be working in the scented environment, as fragrances will also impact on their mood and productivity.
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