When we talk about ‘BRAND’ strategy, it is common mistakes are being done by professionals that they recognize the brand with sign, symbol, logo, colors, image, etc. However, this is very limited and unfair approach that one counts visuals as a fundamental variable of brand’s expression. Now time to expand your horizon and use the tools which help to leverage your brand in a best possible way. The idea is to use the environment as an agent of communication in this context the marketer uses various props to stimulate the consumer, that is, through the use of colors, sound, touch, taste, or smell, to observe the product. In planning, there is still big space to exploit these as a marketing strategy.
We appreciate logos, corporate colors, characters and other graphical tools with which one can identify a specific product and this is a core of the business. But now the question is only logo and graphics could associate with companies’ identity and influence purchasing or another image or visuals can work as communication conductor. The pug of Vodafone uses to create recall value more precisely than Voda’s Logo. There are so many examples available which prove that Brand association could be created though any kind of appropriate environmental visuals. So it is time to think beyond the representation of brand through logo, color, image, name etc.
I recall so many brands by their jingle, tune and whatever musical representation they circulate in the advertisement. Separately from aforesaid I also recognize some brand though their sound but that’s are neither jingle nor tune, I recognize Royal Enfield motorcycle by its engine sound, same like I recognize some mobile phone by its unique ring tones. Many of the sounds derived from the use of certain particular product begin to be taken advantage of overused to contribute to a consumption experience and, therefore, an enhanced recall and consumer association
I generally do typing without looking keyboard, dial number in a mobile phone without putting attention on its keypad as well as enter key in key hole of a lock without care. This shows how we develop a physical memory and include certain products in our daily activities. No doubt brands recognize our singular sensitivity and natural tendency to feel our environment as a means of interaction and involvement with it. The concept of a touch screen may be being successful because of this factor.
We cannot forget nice & delicious taste or taste which suits us. Companies invest a life in developing a unique taste and they keep their formulae secret only for getting the competitive advantage through unique taste. However, the involvement of the sense of taste in business strategies has come out of their habitat to start their “baby steps” in unexpected areas: pencils and other office supplies (for those who like to bite incessantly), as well as toys and clothing with flavor for toddlers.
The human nose can distinguish over 10,000 different good & bad odors. When I visit my favorite mall particular smell of food court evokes my hunger. I can associate some place with their particular smell. My one of colleague uses a kind of unique fragrance. In wholesome we can conclude that smell is a brilliant agent of communication.
Not everything applies to all products, but certainly it’s worth experimenting a little and making sure what we are doing for our brand. To find out if it’s being seen, felt – to find out if it is actually present.