Wake up your brand: it's time to get to your senses

Last week we talked about the logic of emotion in B2B and how your customers are not soulless robots. Let’s expand a bit and talk about all the senses. This might be an obvious example, but ever walk into an Apple Store and notice how it's not just about what you see, but what you smell, hear, and feel? That's no accident.

Here's the deal: most of the time companies only focus on the obvious part of the brand: logos, taglines, colors and features. But they’re missing the bigger picture. Your customers aren't just walking brains – they're feeling, sensing humans.

Hint: using all five senses is a way to be more authentic and human.

So let's talk about how to wake up your brand by engaging each of them:

Sight: Yes, this one's obvious. But are you really nailing it? Color psychology is real. IBM’s blue inspires trust, security and dependability. Maybe that’s why Facebook uses it too (but can you actually trust them still)? Red is linked to energy, fun and positivity (think Coca-Cola). Green is associated with health, environment and wealth. What emotions are your visuals evoking?

Sound: Ever notice how a Harley sounds different from any other bike (hint: potato, potato, potato)? Or the satisfying thud of a Mercedes car door? That's intentional. What's your brand's soundtrack? It could be as simple as the background music in a store or as complex as a custom audio logo (anyone remember the Nokia sound)?

Smell: This one's a heavy hitter. Smell goes straight to the emotional center of our brains. That's why you can’t resist the samples at Cinnabon. Or why smart realtors offer fresh-baked chocolate chip cookies at open houses. What scent represents your brand? This is a lot harder in B2B, but think about your headquarters when customers visit. Or at the events you host. Who knows custom fragrance could be a game-changer in your world?

Taste: If you're in food or beverage, this is your playground. But even if you're not, can you incorporate taste into your brand experience? Maybe offer a signature candy to clients? Get a twofer with a unique shape. If you offer in-person training, what if you delivered a great taste along with the learning?

Touch: We're tactile creatures. The soft leather of a luxury car seat, the satisfying click of a button, the sleek surface of an iPhone (even if we all cover ours up with a case) – these aren't accidents. How does your product feel? How about your packaging? The unboxing of an Apple product is a deliberately engineered experience that makes you treasure what’s inside more than if it was in a cheap cardboard box. Same with a Leica Camera.

Now, I know what you're thinking. “This sounds like a lot of work." And you're right, it is. But here's the payoff: emotional connections drive loyalty. And loyal customers are worth their weight in gold.

After all, loyalty equals repeat business. Think about it. When was the last time you switched from a brand you truly loved just to save a few bucks? Exactly.

Emotionally connected customers are 52% more valuable than just satisfied ones according to Harvard Business Research. They're the ones who'll stick with you through thick and thin, who'll recommend you to their friends and colleagues, who'll defend you when things get tough.

So let's get emotional. Don't ask "What features can we add?" Ask "How can we make our customers feel?” Let's wake up those senses. Your brand, and your bottom line, will thank you.

With that here's your kickstart for this week:

Pick one sense your brand is underutilizing:

• Brainstorm three ways you could engage that sense.

• Test one of those ideas next week.

• It doesn't have to be perfect. Just start somewhere.

Remember, you’re not just selling products. You’re creating experiences. You’re evoking emotions and building relationships.

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