In today’s crowded marketplace, standing out requires more than catchy slogans or attractive visuals. Sensory branding offers a way to engage customers on a deeper, more emotional level, and few understand this better than Simon Faure-Field, founder of Equal Strategy. With features on CNBC, BBC, and TEDx, his insights are shaping how brands build lasting connections.
Beyond the Logo: Engaging All Senses
Sensory branding involves strategically using sound, scent, texture, and even taste to reinforce brand identity. While visuals attract attention, it’s the combination of multiple senses that truly embeds a brand in a customer’s memory.
Simon’s approach begins with understanding a brand’s personality and goals. From there, he designs sensory elements that align with the desired emotional impact—whether that’s relaxation, excitement, or exclusivity.
Why It Works
Scientific studies have shown that multi-sensory experiences activate the brain’s emotional and memory centers. This means that a customer exposed to a brand’s signature scent or unique background music is more likely to recall that brand later and form a positive association.
For example, a coffee chain might use a consistent aroma of roasted beans across all locations, while pairing it with music that matches the brand’s energy. These cues build familiarity and trust over time.
Real-World Applications
Simon has implemented sensory branding strategies in luxury hotels, retail outlets, and corporate environments. In each case, the results speak for themselves—higher customer satisfaction, longer stays, and increased sales. The key is consistency: customers should experience the same sensory environment every time they interact with the brand.
Educating the Market
Through public speaking and university lectures, Simon advocates for sensory branding as a critical business tool. His work with students at Singapore Management University equips future professionals to incorporate sensory thinking into their marketing playbooks from the start.
The Competitive Advantage
In an era where digital ads are ignored within seconds, sensory branding offers a rare opportunity to create lasting impressions. Brands that master this art will not only stand out but will also foster loyalty in ways that visuals alone cannot achieve.
English
Arabic
Français
Español
Português
Deutsch
Türkçe
Dutch
Russian
Romaian