Get this: 95% of purchasing decisions are subconscious and driven by emotion.
Not only that but neuroscientists have found that people with damage to emotional areas of the brain are incapable of making decisions.
We think we are making stone-cold, rational choices by weighing all the options before making a decision, but the research shows us otherwise.
For brand designers, we strategize, do SWOT diagrams, competitive research and other heady activities, but we forget the most important thing.
We’re emotional beings.
We act based on how we feel.
Have you thought through how you want your customers to feel and built your brand around that experience?
One powerful tool to think through the experience you create is sensory branding.
As humans, we experience the world through our five senses.
By thinking through your sensory brand experience, it gets your customers to feel in a way that MOVES them.
Your brand becomes more memorable, relatable and approachable.
Here’s how you can do that: Start with the feeling your customers experience as they go through the transformation that only you can bring.
From there, imagine what a world would look like if they felt the way you want them to feel. What sights, sounds, smells, things they could touch and taste be part of that world that supports that feeling?
Engage all their senses to draw them in.
This isn’t only reserved for businesses in the physical world either – you can do this as an online business owner too.
You can evoke senses without those senses being directly engaged. Our brains are wild like that.
By evoking all the senses, it connects your customers to themselves – their experiences, thoughts and feelings. In turn, it strengthens their connection to you.
I see so few people actually thinking in this way.
If you do this successfully, you will naturally stand out.
This is part of the new wave of branding 🌊
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I’m opening up 90-minute Radiance Readings if you are interested in diving deeper into your design and how to create your own sensory brand.
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