Creating an Unforgettable Brand Through the Five Senses

This blog is a guest post by Emily Paulsen from Electric Collab. Check them out! 

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Creating a brand that resonates with people, for real, takes more than an eye-catching logo or a catchy slogan. Memorable brands engage multiple senses, offering an experience that we can see, hear, and even feel. This is what sensory branding is all about, and it’s an approach we use at Electric Collab to build brands that generate genuine connection on an emotional level to convert the clients we want. 

Why is Multi-Sensory Branding So Powerful?

Consider a memorable cup of coffee. It’s not just the taste—it’s the warmth of the cup, the bitter scent in the shop, the cozy lighting and light jazz coming through the speakers. When a brand taps into our automatic sensory responses, we can’t help but stop and notice. Sensory Branding allows us to make the first and lasting impression we want. 

How Does Each Sense Shape Brand Identity?

Sight: The Impact of Thoughtful Visuals

Visuals form the foundation of brand identity, and every color, shape, and detail has purpose. Effective visuals don’t just look appealing; they capture the brand’s essence and evoke an emotional response. A well-designed visual experience becomes instantly recognizable, helping audiences feel connected to the brand from the first glance.

Sound: Developing a Recognizable Brand Voice

Sound is an often-overlooked aspect of branding that powerfully reinforces identity. Whether it’s the tone of voice in content, a signature audio cue, or music, sound shapes how people perceive and remember a brand. Creating a recognizable brand voice aligns with the brand’s personality and deepens the connection with the audience.

Smell: Evoking Emotional Connection

While digital brands can’t directly engage the sense of smell, they can evoke memories and feelings tied to specific scents. Brands can capture the feeling of a fresh breeze, a cozy cabin, or a bustling bakery to add a unique layer of emotional resonance. These scent associations make the brand feel familiar and inviting.

Taste: Conveying Flavor and Essence

Ok most of our brands aren’t directly tied to taste, unless you’re selling food or beverages, but sensory cues can give it a distinct “flavor.” Is the brand refreshing and vibrant, like citrus on a summer day, or warm and comforting, like spiced tea? Subtly invoking taste allows audiences to associate the brand with specific qualities, making it more vivid.

Touch: Adding a Tactile Quality

Touch, or the impression of texture, connects with audiences on a sensory level—even in digital spaces. Through design choices that feel smooth, textured, or bold, a brand can create a tactile quality that feels intuitive and inviting. This added layer makes the brand more approachable and gives it a tangible presence.

How Do You Create a Multi-Sensory Brand Experience?

The goal of Sensory Branding is to craft a brand experience that goes beyond the visual. At Electric Collab, it’s about building brands that look good AND feel good through meaningful, memorable, audience connections. By being intentional with the way we appeal to the senses, we create brands that connect deeply and stay with people long after their first interaction.

Building a Brand That Connects on Every Level

Sensory Branding brings a critical depth to how the world understands your brand, engaging sight, sound, smell, taste, and touch to create a well-rounded experience. Brands that go beyond visual design build stronger connections by tapping into emotions and memories, creating associations that feel real and last long. 

Our craving for authenticity isn’t going away. Brands that engage at an emotional and sensory level will rise above those that don’t. It’s just our human nature. 

About Emily

Emily Paulsen is a brand expert and founder of Electric Collab brand studio. After 14 years working in brand and marketing for well-known companies from Abercrombie & Fitch and The Wendy’s Company to scrappy startups and small businesses, Emily started Electric Collab to help women entrepreneurs expand their income and impact with a brand that reflects the quality of their work. Her comprehensive approach translates unique expertise into captivating brand experiences, positioning women to attract, connect with and convert aligned clients. 

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