Unconventional brands: aromas, textures and flavors as identifying elements

marcas no convencionales

Unconventional brands, also known as sensory brands or experience brands, are identifying elements of a brand that go beyond the visual aspects and are perceived through the senses such as smell, touch and taste. As opposed to “conventional” marks, those that are expressed by words, numbers, images or symbols, i.e., that are perceived by the sense of sight alone.

Aromas, textures and flavors are examples of sensory elements that can be used to create a distinctive and memorable identity for a brand.

Aromas: Aromas can be powerful in evoking emotions and memories in people. Some brands use specific scents in their stores or on their products to create an emotional connection with consumers. For example, some fashion stores may have a signature scent inside that is associated with their brand, creating a unique experience for those who visit. This type of marks can be protected by means of a description of the odor.

Textures: Texture is a tactile characteristic that can also be used as an identifying element of a brand. Textures can be present in product packaging, in the materials used in the manufacture of products or even in the decoration of the brand’s physical spaces. Texture can contribute to a unique sensory experience and brand differentiation in the marketplace.

Flavors: Flavors are another sensory element that can be leveraged by brands to create a distinctive identity. Flavors can be associated with food products, beverages, personal care products and more. A distinctive taste can make consumers remember and associate the brand with that specific taste experience.

These unconventional sensory elements are used in order to leave a lasting impression in the minds of consumers, creating an emotional connection and memorability that goes beyond traditional visual elements such as logos and colors due to the great competition in today’s market, where it is increasingly difficult to impact people and capture their attention. However, it is important to use these elements consistently and authentically so that they truly reflect the brand’s values and personality. In addition, it is essential to consider the possible reactions of consumers and ensure that these sensory elements do not generate rejection or discomfort.




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