How to create a signature scent for your brand

In the bustling marketplace of today, your brand needs more than just a logo or a catchy slogan. It needs a story, a unique identity, and an experience that leaves a lasting impression on the senses. Welcome to the world of multisensory branding, where we introduce the powerful concept of the “signature scent.”

Want to know more about multisensory branding as a whole? You may be interested in: Multisensory experiences: how to tap into the future of branding

Unleashing the power of signature brand scents

We’ve seen how brands use colour psychology and sound branding to evoke emotions and drive customer behaviour. Netflix’s infamous “ta-dum” sound and Coca-Cola’s vibrant red are exemplary in this regard. But there’s an emerging trend that takes brand association to another level—scent branding.

Close-up image showcasing the detailed caps of numerous Coca-Cola bottles against a vibrant red backdrop.

Our sense of smell is intricately linked to our emotions and memories. In fact, certain scents can trigger vivid memories and powerful emotions in us. This unique characteristic of our olfactory sense is why a signature scent can be so influential in forming positive associations with a brand.

Stores could infuse their spaces with a citrus-rich and energising fragrance to mirror their commitment to promoting active, healthy lifestyles. Similarly, hotels might use a signature scent that fuses woody oriental notes with floral facets to complement their opulent aesthetics and upscale service.

Crafting a signature scent

So how do you create a signature scent that accurately represents your brand?

Understand your brand’s story: What does your brand stand for? What emotions do you want to evoke in your customers? Use these answers as a foundation. Lululemon, for example, aligns its scent with the fresh, energising vibe that the brand promotes. To translate this narrative into a signature scent, you need to ask yourself several questions:

What’s my target audience, and how do I want them to feel when they come into contact with my brand? The scent should match the emotional connection you want to establish with your audience. A luxury spa, for example, might choose a calming lavender or chamomile, while a high-energy sports store might opt for invigorating citrus or mint.
Do I want the ambient fragrance to be a form of greeting or a scent that envelops my entire space? Your choice will depend on the impressions you want to create. An entryway scent can provide a memorable greeting, while a pervasive aroma can create a holistic sensory experience.
Do I want it to be at play around the clock or only during certain hours? Certain businesses might benefit from having their scent in the air all day, while others might prefer to limit it to peak hours or specific events.
Do I just need a backdrop, or am I looking for a more obvious and identifiable statement? A subtle scent can add to the ambience without drawing too much attention, while a stronger, more distinctive aroma can become a significant part of your brand identity.

A young and happy African male walking through an empty furniture and home decor store, holding a fold-up chair under his arm.

Choose a solutions partner: Find the artist behind your scent. They will have deep technical knowledge about fragrances, and they will use their creativity to turn your brand’s essence into a scent. Browse S.O.H. Group’s scent branding solutions.

You may also be interested in reading How scent marketing can boost business for your retail store or Using scent to revolutionise dining and restaurant marketing.

Understand the Olfactory Pyramid: Fragrances are composed of top, heart, and base notes. Top notes offer the initial impression and are typically light and fresh. Heart notes form the core of the scent and are often more complex. Base notes last the longest and provide depth to the scent.

The creation of a signature scent is an art. It requires a meticulous blend of raw materials to form unique accords that serve as the basis for the fragrance. Take Bergamot from the citrus family, for example; harvested primarily in Italy, this fragrant fruit brings a crisp and sweet note. Or consider Rose, a classic in the floral family, often associated with warm, slightly spicy, and rich scents.

Explore our selection of customised scents, which are categorised as follows:

Food: This range features delectable aromas like apple, cinnamon, pizza, and even roast chicken.

Cool and refreshing: For a crisp, invigorating experience, consider scents such as lemongrass, green tea, and guava cucumber.

Fruity and floral: This category captures the essence of blossoming daisy flowers and the sweet tang of fruits like pomegranate and papaya melon.

Exotic: To transport your senses, try our fragrances infused with black pepper, sandalwood, or orange ginger.

Two cheesy neopolitan-style pizzas pictured from a birds-eye angle, alongside cutlery and glasses.

Taking your signature scent to the market

After the creation of your signature scent, the next step is to introduce it to your audience. You can diffuse it into physical spaces using a scent machine.

Trust S.O.H Group with your scent branding

In conclusion, a signature scent is more than just a nice-smelling addition to your brand. It’s a powerful tool that can enhance brand recognition, build a deeper emotional connection with your customers, and set you apart in the crowded marketplace. By taking the time to understand your brand’s essence and working with a skilled perfumer, you can create a signature scent that tells your brand’s story in a truly unforgettable way. Create your scent enquiry today or contact our team to learn more.