multi-sensory messaging
A modern brand communicates through the senses—sight, sound, touch, and sometimes even smell [Abercrombie & Fitch] or taste [McDonald's Diet Coke]. This approach is particularly relevant for lifestyle, food, and luxury brands, where sensory elements convey just as much as words. These elements contribute to the brand’s narrative and significantly influence how consumers perceive and connect with it.
In today’s crowded marketplace, brands are constantly searching for ways to stand out. While many focus on the visual aspect of their messaging—logos, colors, fonts—savvy brands are tapping into a much broader palette: multi-sensory communication. This strategy goes beyond what consumers can see to include what they hear, feel, smell, and even taste, creating a richer, more immersive experience.
why multi-sensory matters
Humans are multi-sensory beings. We process information and make decisions based on more than just what we read or hear. By engaging multiple senses, brands can create more memorable and emotionally resonant experiences, building deeper connections with their audience. When done well, multi-sensory communication enhances a brand’s story, making it feel more personal and relatable.
This approach is particularly powerful for lifestyle, food, beauty, and luxury brands, where sensory elements often convey more than words ever could.
sight: the gateway to your brand’s identity
Visuals are the most obvious place to start. Sight is usually the first sense engaged when consumers encounter a brand—whether it’s through the design of a website, the layout of a store, or the colors on a product’s packaging. The key is to ensure that every visual touchpoint tells the same story. Consistency is what builds trust and familiarity, ensuring that wherever a customer interacts with your brand, it feels cohesive.
Brands like Apple and Chanel are masters at visual communication. The sleek, minimalist design of Apple’s products, packaging, and stores aligns with their message of innovation and simplicity. Chanel’s iconic black-and-white branding speaks to its timeless elegance. These brands use visual cues to trigger specific emotional responses, whether it’s admiration, desire, or confidence.
sound: setting the tone for your brand
Sound design plays an integral role in creating the right atmosphere for your brand. Think about the last time you walked into a store and felt instantly at ease or energized—chances are the music had something to do with it. The soundscape of a space can set the tone, establishing whether a brand is youthful and energetic or calm and luxurious.
For example, walk into a Trader Joe’s, and you're greeted by lively 80’s hits and playful chatter at the checkouts, creating a sense of community and connection. This upbeat environment makes shopping feel enjoyable and friendly. In contrast, a tranquil spa envelops you in gentle water sounds and soothing meditative music, designed to encourage relaxation and mindfulness.
None of this is by accident; both soundscapes are meticulously crafted to elicit specific emotional responses that resonate with their brand identities.
touch: the tangible connection
In the digital age, brands often skimp on the sense of touch, but for industries like fashion, beauty, and consumer goods, it’s a critical element of brand communication. The tactile experience of a product can deeply influence how customers perceive its quality and value. Mass brands are beginning to mirror what luxury brands have done for decades—paying close attention to the weight, texture, and richness of their materials to create an elevated experience at a budget.
Take Versed Skincare, for example. Available at Target, Versed deployed elevated packaging with sleek, colorful tubes and jars that embody the trademarks of prestige brands—weighty, minimal, and smooth.—conveying a sense of freshness and luxury, all while shopping at a mass retailer.
smell: creating lasting memories
Of all the senses, smell is the most directly tied to memory. A familiar scent can instantly evoke strong nostalgia or feelings, making it a powerful tool for brands looking to build an emotional connection with their audience.
Abercrombie & Fitch is iconic for this strategy—their signature fragrance, which used to permeate every store, became as recognizable as their clothes. This tactic made the shopping experience more immersive and ensured that the scent was inextricably linked with the brand.
Many hotels also use scent branding, pumping calming or invigorating fragrances into their lobbies to influence how guests feel the moment they walk through the door. The scent not only enhances the immediate experience but creates a lasting impression that stays with the customer long after they leave.
taste: a unique branding tool
Taste may seem like the most unusual sense for branding—but think back to your favorite childhood restaurant… they had mints that came with the bill, didn’t they? And you can still remember the flavor, can’t you?
Van Leeuwen Ice Cream recently struck a chord by launching flavors like Grey Poupon, Planet Earth, and Mac & Cheese. While grocery shoppers came for the chocolate, they left with the Hot Honey. These unconventional flavors created a unique entry point through curiosity and exploration.
How about when I say McDonald’s Diet Coke—does your mouth immediately water? Its crisp flavor has developed a cult following, and McDonald's goes to great lengths to ensure their formula is perfect, from precise water filtration and pre-chilled syrup to larger straws for optimal carbonation. This consistent and heightened taste experience has become an integral part of their brand messaging, making their Diet Coke iconic above all others.
These examples show how your brand can explore the sense of taste, even when it seems irrelevant. Just some… food for thought.
how to create a multi-sensory brand experience
Creating a multi-sensory brand experience requires thoughtful planning and execution. The goal is to ensure that each sense aligns with your brand’s identity and reinforces the same core message. Whether it’s the way your product feels in the customer’s hand or the background music in your store, these sensory details shouldn’t be left to chance—they should be an intentional part of your brand strategy.
At Partner-ship, we help brands craft holistic, multi-sensory experiences that go beyond words. By leveraging the full range of human senses, we create more engaging, memorable brand interactions that drive loyalty and leave lasting impressions.
