Brands can no longer rely solely on visual identity to make a lasting impression. While a striking logo and cohesive visual system remain fundamental, the most memorable brands have evolved beyond what meets the eye. They're creating rich, multi-sensory experiences that engage audiences on multiple levels, forging deeper connections and more meaningful brand relationships.
For decades, branding largely focused on visual elements—logos, colour palettes, typography, and imagery. These components remain crucial, but they represent just one dimension of how people experience brands. In reality, humans are multi-sensory beings, processing the world through a complex interplay of sight, sound, touch, smell, and taste.
When brands communicate through just one sensory channel, they miss valuable opportunities to create more memorable, emotional, and distinctive experiences. Research from Oxford University suggests that multi-sensory experiences are not only more engaging but can increase brand impact by up to 70% compared to single-sensory approaches.
Forward-thinking brands have recognised this opportunity and are pioneering more holistic approaches to identity. These multi-sensory brand experiences are designed to engage audiences through multiple senses, creating more immersive, memorable, and emotionally resonant interactions.
Sound has emerged as a powerful brand dimension, with distinctive audio signatures becoming as recognisable as visual logos. Consider Intel's five-note mnemonic or Netflix's deep 'tudum' sound—these sonic identities instantly trigger brand recognition even without visual cues.
Strategic sound design extends beyond simple audio logos. It encompasses everything from the considered music in advertisements to the specific tones of voice assistants and the ambient soundscapes in physical spaces. Luxury automotive brands like Mercedes-Benz have invested heavily in crafting the perfect door-closing sound—a detail that communicates quality and craftsmanship without saying a word.
Brands like Mastercard have developed comprehensive sonic identities that adapt across touchpoints whilst maintaining consistency. Their distinctive melody functions across transactions, advertisements, and hold music—reinforcing brand presence through sound.
The physical feel of a brand creates powerful subconscious associations. From the weight of a luxury shopping bag to the texture of product packaging, tactile elements communicate quality, luxury, and brand values.
Apple has mastered this dimension with meticulous attention to unboxing experiences. The precise resistance when opening an iPhone box creates anticipation and communicates craftsmanship. Similarly, the texture of their devices—smooth, cool aluminium or glass—reinforces perceptions of premium quality and sophisticated design.
Fashion retailers are increasingly considering the in-store tactile experience, from the weight of hangers to the feel of flooring beneath customers' feet. These seemingly minor details contribute significantly to overall brand perception.
Perhaps the most underutilised yet powerful sensory dimension is scent. Olfactory memories are exceptionally strong and emotionally charged, making signature scents particularly effective for building lasting brand associations.
Singapore Airlines pioneered this approach with their signature scent "Stefan Floridian Waters," worn by flight attendants and infused throughout cabin materials. This consistent olfactory experience has become a distinctive brand marker that passengers instantly recognise.
Retail environments have embraced scent marketing, with brands like Abercrombie & Fitch and Lush creating distinctive store atmospheres through carefully crafted fragrances. These scents become inextricably linked with the brand in consumers' minds, triggering recognition and emotional responses even outside the store context.
While most relevant to food and beverage brands, taste experiences can extend beyond the obvious. Unexpected taste elements in brand experiences can create memorable moments that differentiate a brand from competitors.
High-end hotels often offer signature welcome drinks or chocolates, creating a taste associated with their hospitality. Beauty brands have explored flavoured lip products that align with brand personality—playful, sophisticated, or natural.
Even B2B companies can incorporate taste experiences at events or in welcome packages, creating memorable touchpoints that stand out in otherwise taste-free business interactions.
Building a truly effective multi-sensory brand requires strategic integration rather than random sensory elements. The key is ensuring all sensory dimensions work in harmony to reinforce core brand values and positioning.
Each sensory element should connect meaningfully to the brand's core essence. A luxury brand might use heavier materials, deeper sounds, and more complex scents to communicate sophistication, while a playful youth brand might employ bright colours, upbeat sounds, and fruity scents.
For example, Aesop's brand experience aligns minimal visual design with distinctive botanical scents and textured packaging—all reinforcing their natural, sophisticated positioning across every sense engaged.
Multi-sensory branding requires careful orchestration across all brand touchpoints. Physical stores, digital interfaces, products, packaging, and communications should deliver consistent sensory cues that strengthen brand recognition.
Burberry has excelled at this by ensuring their distinctive check pattern extends beyond the visual to inform store interiors' textures, their signature scent's composition, and even the rhythm of their runway music.
Sensory associations vary significantly across cultures, requiring careful adaptation for global brands. What smells luxurious in one market might have negative associations in another; sounds considered energetic in some contexts might feel abrasive elsewhere.
Successful multi-sensory brands conduct thorough research to understand cultural variations in sensory perception, adapting their approach accordingly while maintaining core brand consistency.
As technology evolves, new opportunities for multi-sensory brand experiences continue to emerge. Here are some developments shaping the future:
While digital interfaces have traditionally been limited to audiovisual elements, emerging technologies are expanding these boundaries. Haptic feedback in mobile devices, scent-emitting peripherals, and even taste simulation technologies are creating more immersive digital brand interactions.
Virtual and augmented reality present particularly exciting opportunities for multi-sensory experiences, allowing brands to create controlled environments that engage multiple senses simultaneously.
Advances in neuroscience are providing deeper insights into how sensory inputs affect perception, emotion, and memory. Forward-thinking brands are applying these learnings to create scientifically-informed sensory experiences designed to trigger specific emotional and cognitive responses.
Research into sensory congruence—how different sensory elements complement each other—is particularly valuable for creating cohesive multi-sensory identities that feel naturally aligned rather than disjointed.
The future of multi-sensory branding likely involves greater personalisation. Just as visual content can be tailored to individual preferences, sensory experiences might adapt based on personal sensory profiles and preferences.
Imagine retail environments that adjust lighting, sound, and scent based on customer preferences, or products that allow users to customise sensory features to their liking while maintaining core brand elements.
For brands looking to develop more complete sensory identities, here are key steps to consider:
As consumers seek more meaningful connections with brands, multi-sensory experiences offer powerful opportunities to create deeper engagement. By thoughtfully expanding beyond visual identity to engage all relevant senses, brands can create more memorable, emotional, and distinctive experiences.
The most successful brands of tomorrow will be those that orchestrate complete sensory symphonies—where every element works in harmony to reinforce core brand values and create truly immersive experiences. In this multi-sensory future, logos remain important starting points, but the complete brand experience extends to every sense, creating richer, more human connections with audiences.
Moving beyond a logo doesn't mean abandoning visual identity—it means complementing it with a thoughtfully designed ensemble of sensory elements that together create something greater than the sum of its parts: a brand that can be recognised and felt, even with your eyes closed.
