When Tracy Pepe visited our office, it wasn’t just her expertise in scent design or the samples she brought that captured our attention. It was the way she used them to awaken our senses in a completely new way.
Tracy is a scent designer, perfumer, inventor, and author who has spent 35 years transforming spaces with her aromatic creations. Her work with clients such as Loblaw Brands, RAW Design, Coty Canada, George P Johnson, and Church & Dwight reveals a little-known truth: the power of scent in branding.
The Science Behind Scent
Imagine walking past a bakery, and the fresh scent of warm bread fills your entire being. Suddenly, you’re five years old again watching your mom bake your favourite loaf—that’s the magic of scent. Our sense of smell is unique because it bypasses our conscious mind and taps directly into our memory. This principle, long understood by aromatherapists, is the cornerstone of olfactory marketing. Consider it a secret shortcut through your nose and into your heart.
Scent, Memory, and Emotion
Think about the soothing aroma of lavender before bed, the invigorating smell of freshly brewed coffee in the morning, or the scent of freshly cut grass. These scents do more than just smell pleasant. They interact with our brain on a deeper level, influencing our mood, emotions, and behaviour. Just as a familiar melody can evoke a particular memory, a well-chosen scent can transport you back to another place and time.
Crafting Your Signature Scent
Cultural Nuances Matter
Tracy explained that scent goes beyond emotional memory; it intertwines with cultural and generational identities. For example, Tide laundry detergent doesn’t smell the same in Canada as in the UK. The smell of cedar may evoke images of vast forests and cozy cabins for Canadians, yet this association might not resonate elsewhere. Similarly, the rich aroma of cocoa can evoke memories of cozying up by a fire with hot chocolate, but it might not trigger the same nostalgia for those living in tropical regions.
Scents are relevant to places and periods in time. Tracy explains, “Some generations believe natural is better for them and hate synthetics; however, natural is known to be old and stuffy.” This insight is critical in creating scents that resonate with different demographics.
The Building Blocks of Smells
Scents consist of top, middle, and base notes, changing as you let them linger. Custom blends are not singular notes; there is a story. Tracy explains, “Certain smells will last a long time, and certain smells will flash off. Blue tansy would linger; mandarine wouldn’t last very long.” Understanding these layers helps in creating a scent profile that evolves and engages, making the olfactory experience more dynamic and memorable.
Harnessing the Power of Scent
Tracy’s visit made us realize that many brands strive to create memorable experiences, yet 90% don’t know what their brands smell like—a real missed opportunity. Visuals often overstimulate us, but a carefully chosen scent can cut through the noise and create a lasting impression. By understanding cultural and generational nuances, brands can craft unique and memorable olfactory experiences.
The Impact of Olfactory Branding
Olfactory branding, though invisible, is incredibly influential in how customers, employees, and stakeholders relate to an organization. Signature smells are powerful tools that shape how a brand is perceived and remembered. Implementing a consistent scent strategy can deepen emotional connections and reinforce brand identity, making a brand unforgettable.
Smelly Facts: Real-World Examples
Tracy shared some fascinating stories about how companies use scent to their advantage.
Cinnabon’s Aromatic Strategy
Cinnabon’s mouth-watering aroma is no accident; it’s a carefully crafted strategy. By directing their air vents outward, Cinnabon ensures the irresistible scent of fresh cinnamon rolls drifts through shopping malls, drawing you in.
Subway’s Signature Smell
Ever walked past a Subway fast-food restaurant and felt an inexplicable craving for a sandwich? Subway uses the distinctive smell of baking bread to entice passersby, leaving a lasting impression.
Las Vegas Hotels
Las Vegas hotels have used scent for over 25 years, creating inviting atmospheres that subtly influence customer behaviour. This strategic use of scent adds an emotional touch to their brand experience. You might forget what you won or lost, but you’ll remember how the hotel made you feel.
Ford’s New Car Smell
Ford hired top perfumers to capture the unique scent of a new car and recreate it for their vehicles. This scent is designed to evoke freshness, luxury, and excitement, enhancing the overall driving experience and making it memorable for customers.
Earth Tones in Sporting Goods Stores
Sporting goods stores often use earth tones to create an environment that signifies freshness and nature. Scents like lime, black spruce, and cedar tie into the branding and colour scheme, evoking a sense of the outdoors and promoting an active, healthy lifestyle.
Conclusion
Capturing Your Brand Essence Through Scent
As Tracy concluded her visit, she left us with an important takeaway: your brand’s essence can linger in your environment, creating an experience that engages more than just the senses. This isn’t about adding a pleasant smell—it’s about creating a subtle connection that people remember long after they’ve left.
