The Brand Sense

Brand sense refers to how a company's identity extends beyond just its logo or products to engage multiple human senses—sight, smell, sound, touch, and taste—to create a memorable and emotional connection with consumers. By appealing to these senses, a brand can evoke specific feelings and associations, enhancing recognition and loyalty. For example, a coffee shop might incorporate warm lighting, a signature scent, familiar music, and tactile packaging to create a cohesive sensory experience. Effective brand sense activities deepen customer relationships by making the brand more immersive, recognizable, and emotionally resonant across various sensory channels.