Creating a mist of difference that is identifiably you
When was the last time you flattened a glob of Silly Putty across a Beetle Bailey comic?
Or ran a wad of Play-Doh through the plastic spaghetti maker?
Or ripped open a brand new pack of Topps baseball cards?
You know what I’m talking about, right? You can almost smell it.
From Shangri-La Hotels & Resorts to Abercrombie & Fitch, more and more companies are spritzing our senses — specifically, our sense of smell — in an effort to build a deeper brand connection. Social scientists have long known that scents trigger memories, emotions and associations. But scent is gaining wider acceptance as a key dimension of branding recently.
Case in point: The aroma of A&F’s Fierce cologne envelops every person strolling in front of one of the chain’s stores. It lures their targeted customers toward the showcase window, where, hanging on the wall, just beyond the array of Daisy Dukes, is a larger-than-life poster of some JFK wannabee, topless and windblown.
Other brands capitalize on scent to create ancillary products or to extend an experience. Consider the array of oils and candles made available to spa guests who want to recreate their 90-minute massage back at home. A bottle Johnson’s Baby Oil could get the job done, but it’s the $20.00 scented spa lotion that delivers the experience.
Does a real estate have a scent? Not yet. But it could. And considering the high level of emotion that courses through its transactional veins, I would argue that it should. There is no reason why a real estate brand cannot not take a cue from the companies I list above.
But what could some leading real estate brands smell like?
Perhaps you think this is far-fetched. It is most definitely not if you are committed to making certain that every one of your brand’s touch points — whether seen, heard, touched or smelled — communicates its essence.
Brokers who embrace this basic tenet of brand care will come out of the down market smelling like a rose.
Smart industry takes and creative inspiration.