There is nothing more rewarding as an Aromatherapist, than working with business owners to create an unforgettable and unique ambience for their business or an event they are holding. The use of scent as a multi-sensory engagement can be significant in positively influencing your employee and clients. When it comes to events, it is possible to create an experience like no other, so that the event participants walk away not only being inspired by the content and overall experience, but also feeling a sense of wellbeing, harmony and peace, positive emotions that will stay with them long after the event has finished.
The power of olfactory branding reinforces your message or theme
This is exactly the kind of experience I was recently able to create as part of a project for the Women’s Health & Fitness Summit 2016, in close collaboration with the owner of the event, Michele Wright. We created a signature scent, which was the essence of the theme for the event captured in a bottle – the scent was called Brave.
The formulation of a signature scent is a process and in this case it took a little over a year for us to come up with a scent that would be totally aligned to the message she wanted to reinforce. It was a collaborative process, much like when you work with a graphic designer to create your website and your marketing collateral. Establishing a strong, conscious relationship with the business owner is key to distilling their personalised vision in a bottle.
How fragrance makes good business scents
You might be wondering how a signature scent can be effective as part of your business marketing plan. It is well-documented that scent has a powerful way of permeating into people’s memories.
A study by Rockefeller University, New York revealed that human beings can recall 35% of what they smell compared with only 5% of what they see, 2% of what they hear and 1% of what they touch.
Whenever we encounter a new smell or scent of any kind, our brain automatically links an emotion to it. In this way, scent and emotion are forever bound in our olfactive memory; the limbic region of the brain where memory is stored.
The emotions evoked by a scent can powerfully facilitate a connection between a business with its customers – this is more than ambient scenting. This makes scent an intrinsic component in triggering memory, and through use of a carefully created signature scent such as we did with Brave, it can assist in creating positive feelings associated with your brand.
For the Summit, drops of Brave were given to participants at the end of the opening ceremony in a ritual to create a powerful olfactory memory and foster a connection with the theme. The natural essential oils that were blended together in a unique formula were released and diffused into air, a multi-sensory engagement that the participants will remember for years to come.
How branded scents work
Think about the unique experience you can create for your customers using scent. They can walk into your event and smell your brand being diffused through the air, they smell your aroma through scented candles on their table, and then receive a fragrance vial of your scent as part of their take-home gift, to wear after the event. What a way to use the sense of smell to help your customers recall and recognise your brand and to make your business stand out from the crowd
As well as lasting memories of your customer experience or product, your exclusive, customised scent- your olfactory logo- has the ability to express the values and personality of your business. Through scent, you can evoke positive emotions and strengthen the connection that your clients have with you and your brand. It is worth noting that this process of creating a scent for an event or brand is a combined effort between me and my clients so that I can really capture the client's vision, inspiration and what they are trying to achieve with an olfactory experience that can be bottled.
In this day and age where setting yourself apart from your competitors is becoming more difficult in the over-saturated online world and traditional media, the use of olfactory branding is an innovative way to really differentiate yourself from the crowd and to identify your business and branding as special.
Talk to me about how we can collaborate to develop your brand’s personalised scent and make your next event one that is talked about (and remembered) long into the future