As brands are fast-paced entities, it is but natural for businesses to try out newer initiatives to make an impression, given the overcapacity in today's market. From the age-old strategies of branding around logos, colours, and packaging, the newer strategies have now included more sensory elements, most especially scent. While visual branding would go into creating identity and recognition, scent branding now becomes an emotional trigger.
In an experiential marketing-driven market like the UAE, scent diffuser in Dubai services are employed by businesses to further enrich the deeper, memorable customer experiences. So, of the two, scent vs. visual branding: which drives more customer loyalty?
Visual branding is the most immediate and easily recognizable element of a brand. It's what customers first notice, whether it’s the sleek typography of a logo, the colour palette of packaging, or the layout of a store or website. Visual cues help form perceptions about the brand's identity, values, and the degree of professionalism it possesses. Consider for a moment the large names such as Apple, Nike, or Coca-Cola. So strong is the visual brand of these companies that even a slight change in their logos or design language would feel entirely disconcerting.
Strong visual branding instills familiarity and trust into the consumer. It allows the buyers to hone in on a particular product or service in a cluttered marketplace. Consistency in the visual elements across social media, web platforms, and other physical spaces assures the customer of the brand's reliability and reputation. For most firms, the visual brand identity sits at the core of grabbing attention and encouraging further purchases.
While visual branding works on a conscious level, scent branding taps into the subconscious. Our sense of smell is directly connected to the limbic system, the part of the brain that controls memory and emotion. This makes scent an incredibly powerful tool for creating lasting impressions. Unlike visuals, which require active attention, scent works quietly in the background, influencing mood and perception without people even realising it.
Scent branding involves using a signature fragrance that becomes associated with a brand’s identity. This is commonly applied in retail spaces, hotels, spas, fitness centres, and even office environments. For example, luxury hotels often use custom scents in their lobbies and hallways to give guests a feeling of calm and exclusivity. When those same guests encounter that scent elsewhere, it instantly brings back memories of their stay.
One of the key advantages of scent branding is its emotional stickiness. Research has shown that people can recall smells with 65% accuracy after one year, compared to only 50% for visuals after three months. This makes scent a powerful anchor for customer memory and loyalty.
To understand the impact of scent and visual branding, it's important to look at how the brain processes each. Visual information is interpreted in the neocortex, which governs rational thought and decision-making. While this is essential for processing logos, product design, and colours, it doesn’t necessarily forge emotional bonds.
Scent, on the other hand, goes straight to the brain’s emotional core. It has a unique ability to evoke memories, trigger nostalgia, and influence mood. That’s why the smell of fresh bread can make you feel at home, or a whiff of sunscreen might transport you to a beach holiday.
These emotional associations are key in building loyalty. When a scent becomes linked with a positive experience, customers are more likely to return, not just because they remember the brand, but because they feel something when they do.
Loyalty isn’t just about recognition, it’s about connection. While visual branding helps customers identify your business, scent branding helps them bond with it. That said, the most successful brands don’t choose between the two; they combine them.
Visual elements create a brand’s foundation. They’re essential for establishing presence and ensuring consistency. But scent adds depth to that foundation, making it emotional and memorable. Together, they can reinforce each other: a familiar scent paired with recognisable visual cues can create a multi-layered brand experience that’s hard to forget.
Studies support this idea. According to a report by the Sense of Smell Institute, people are 100 times more likely to remember something they smell than something they see, hear, or touch. Moreover, businesses that use scent branding have reported longer customer dwell times, increased purchase intent, and higher rates of repeat visits.
Clothing stores often use scent to align with their brand personality, fresh cotton, leather, or floral notes, depending on the target audience. When combined with visually appealing layouts and signage, the result is a more engaging shopping experience.
From boutique hotels to large chains, scent branding is a key differentiator. A signature scent can transform a stay from ordinary to memorable, especially when paired with elegant visual design.
Gyms and spas use clean, energizing, or calming scents to create atmospheres aligned with their service goals. When paired with tranquil or invigorating interior design, these scents enhance the emotional response of visitors.
Offices are increasingly investing in hygiene solutions in UAE that include scent diffusers—not just to maintain cleanliness, but also to boost employee morale and productivity through calming or energizing aromas.
In the debate between scent and visual branding, the answer isn’t either-or, it’s both. Visual branding builds identity, recognition, and professionalism. Scent branding, on the other hand, taps into the emotional core, leaving an imprint that lasts long after the customer leaves the space.
Ultimately, loyalty stems from how a brand makes someone feel. Visual branding gets customers in the door. Scent keeps them coming back. For businesses aiming to create immersive experiences that resonate on multiple levels, integrating both is the key to deeper engagement.
As sensory branding becomes more mainstream, especially in high-touch industries, companies looking to elevate their presence in competitive markets like the UAE should consider partnering with providers of hygiene solutions in UAE who understand the power of scent. Because when done right, it’s not just a smell, it’s a signature.
