Tapping into our multiple senses is an incredibly effective way to engage consumers. At a time of visual overload, in which it’s difficult for brands to differentiate themselves and stand out, this is an underutilised route to achieving cut-through and differentiation. Yet, sadly, it’s one that many brands either overlook or don’t get quite right.
Fortunately, more and more companies are waking up to the power of multisensory branding (including sonic branding) and design. We’re almost certainly set to see haptic design grow even more rapidly in the next few years, with research showing that more than half of connected devices will be haptic-enabled by 2028. This is about more than just smartphones. As digital devices evolve, we’re at an exciting inflection point, with the likes of gaming consoles, headphones, smartwatches, fitness trackers and headsets incorporating more features, which will allow brands to develop truly immersive experiences.
The Need for a Clearly-Defined Approach
A multisensory approach gives brands a broad palette to play with and can be used at different points in the customer journey or experience. From gesture control to in-store design and mixed, virtual and extended reality, herein lies a golden opportunity to have deeper conversations and drive long-lasting emotional connections.
Stepping away from focusing on visuals alone also allows brands to disrupt people’s behavioural patterns and break entrenched, autopilot mindsets. Take Taj Mahal Tea and its ‘Megh Santoor’ billboard, which played classical Indian music when rain fell on it; creating a resonant, multisensory experience for those that may otherwise have walked past. And yet, despite this wealth of possibility, many brands remain stuck in a primarily visual world.
Building a Multisensory Brand
In order to be effective with multisensory experiences, building out from a brand-first approach is key; defining individual sensorial assets and bringing them together as a powerful suite for a clear purpose. For instance, we recently created a new haptic logo for Mastercard with a distinctive series of composed haptic vibrations, which are synced with the signature sonic identity. This enables customers to ‘feel’ their phone when online shopping or using a payment terminal. This helps Mastercard to stand out, and it also enables the brand to be more inclusive and accessible, as people who are visually impaired benefit from being able to feel a transaction as it happens.
Creating a Powerful, Cascade Effect
It’s also possible to create a powerful, cascade effect. We often talk about the importance of ‘superadditivity’, which tells us that engaging two or three senses at the same time is exponentially more powerful than the sum of their individual effects. This approach can supercharge brand experience.
But, as with everything, there is a balance that needs to be struck, and it’s important to show restraint and use these tools in deliberate ways in order to avoid an empty, gimmick effect, or people will switch off. Rather like an overly-scented hotel lobby, too much can be overwhelming – with chemical senses repelling rather than attracting the intended audience – and yet too little can result in a lack of any engagement or memorability at all.
Engaging the Power of Our Most Primitive Senses
Entertainment brands are leading the way when it comes to engaging the senses, so if a client comes to us and they’re stuck on visual branding, we help them get out of the mindset of the category they’re in by taking inspiration from others, such as the multi-sensory screenings of the film Heretic which engaged not just the eyes but also our sense of smell, considered the oldest and most deeply rooted human sense.
Certainly tech is going to be a huge enabler and an interesting space to watch as the future unfolds. Brands innovating in the space where scent can be transmitted through screens is accelerating fast. Meanwhile, smartphones continue to evolve, as do wearable technologies.
Conclusion
If done right, a multisensory approach can get customers to fall in love with a brand. But marketers need a clear strategy for engaging the right sense at the right time. It is through connected experiences and touchpoints over time that brands can build a strong connection with their consumers.
FAQs
Q: What is multisensory branding?
A: Multisensory branding is an approach that engages multiple senses, such as sight, sound, touch, taste, and smell, to create a more immersive and memorable brand experience.
Q: Why is multisensory branding important?
A: Multisensory branding is important because it allows brands to differentiate themselves and stand out in a crowded market, while also creating a deeper connection with their customers.
Q: How can brands effectively use multisensory branding?
A: Brands can effectively use multisensory branding by defining individual sensorial assets and bringing them together as a powerful suite for a clear purpose, while also showing restraint and using these tools in deliberate ways to avoid an empty, gimmick effect.
Q: What are some examples of successful multisensory branding campaigns?
A: Some examples of successful multisensory branding campaigns include the Taj Mahal Tea billboard, which played classical Indian music when rain fell on it, and the Mastercard haptic logo, which enables customers to ‘feel’ their phone when online shopping or using a payment terminal.
