Every now and then I wander into this bookshop that’s tucked away on a quiet street near my apartment. I’m always greeted by the cheerful clerk, but one thing stands out to me every time. The store smells distinctly of tea. As much as I hate to admit it, when I’m hit by the combination of Earl Grey and the gentle chords of piano in the background, I feel a familiar coziness that keeps me lingering just long enough to spot an exciting read. And, inevitably, make a purchase.
This is sensory branding at work. These cues do more than just please the senses; they spark nostalgia, activate subtle emotional triggers, and create associations that stick. Done right, sensory branding extends far beyond the moment, engaging us in ways that forge deeper connections with products, physical spaces, and brands. What if your brand could be recognized even with your eyes closed?
Why senses matter more than ever
For me, the beauty of sensory branding is that it shapes what I call emotional muscle memory. There’s something almost instinctive in how we recognize strong brands. A sound, a scent, a texture becomes a shortcut that skips over logic and lands straight in a feeling. Think about the Netflix “da-dum” you hear before your favourite show or the welcoming aroma that greets you each time you step into a Hilton hotel lobby.
You don’t need a name to know where you are. Using a combination of senses strengthens a brand’s distinctive assets, giving people more ways to recognize you, by ear, touch, and scent, as much as by sight. In today’s crowded market, those mental shortcuts make a difference.
Bringing sensory design to life
Of course, memorable experiences don’t happen by accident. For sensory branding to truly work, it must be anchored in a clear brand strategy that defines what the brand stands for, the value it provides, and how it should make people feel. When a brand platform is purposefully designed to extend into real-world experiences, it naturally blossoms into sensory principles.
Sometimes this leads us to out-of-the-box questions. What colour is this tone of voice? What texture is this logo? This kind of cross-sensory blending, known as synaesthesia, is a powerful tool for thinking of consistency. A unified brand experience, where every touchpoint is rooted in the brand’s core, helps reinforce the same story at every turn.
This becomes especially important for brands that are meant to scale. A strong platform makes it easier to develop the brand further, without misinterpreting its essence. For instance, when LEGO introduced its signature “click” sound into digital apps and brand world, it was carefully designed to a part of their imaginative, tactile world, as recognizable as the bricks themselves.
Join us for an evening of sound and storytelling
Want a deeper dive into the power of sensory branding? Come by our office on Riddargatan 17C on September 16th for an inspiring evening in the world of sound and storytelling. We’re hosting a special event featuring sonic branding experts Sixième Son who have shaped the sound of brands worldwide, creating over 500 sonic identities for clients like AXA, Renault, and McKinsey. Their work shows how sound sparks recognition, builds emotion, and strengthens loyalty. For this special visit, they’ll reveal how sonic branding is transforming the way we experience brands – and why the future of branding is as much about what we hear as what we see.
Curious to join? Learn more and register here
Motahar Ali, Junior Brand Strategist
