The sensory identity of a company, a business asset

Sensory identity, a way to differentiate oneself while showing one’s values. From their creation, companies seek to stand out. To do this, they set up an identity of their own. The creation of an identity requires the creation of a unique logo. The latter is a graphic element that must adapt to the activity. But this is not its only function. The logo will also focus on an approach centered on sensitivity and emotion. It will stimulate the customer’s sensitivity to touch while maintaining the identity of the company.

With these elements, they are able to communicate with their customers. They communicate in particular through advertising, a digital presence, via social networks to exchange directly with them, or by creating a website that will allow you to discover the brand, its universe, its goods or services. Companies today compete to be recognized against their competitors by customers. They use multiple means that solicit the five senses, like a kind of sensory marketing.

Sensory identity, soliciting the senses to anchor oneself in the memory of one’s target

Often, it is for a company to adopt a slogan of its own. In this sense, the slogan must be an easy-to-remember message that fits into the sensory identity. In addition, it must immediately associate the brand in the eyes of consumers. Who can say that they don’t know at least one company slogan? However, the slogan does not do everything to capture a potential customer. Indeed, to anchor itself even more quickly in the mind of a customer, the company often adopts a sound identity. It can be a jingle for example, which will correspond by association to the visual identity of a brand (logo, colors, etc.). Thesound identity allows the help of a few notes to compose a simple melody, recognizable directly by the listener. This music is one of the most effective ways to be recognized, especially when the company broadcasts a television, radio or digital advertisement.

For a company, the goal is to be remembered in the sensory identity. This involves unique products, but also in the image it conveys. Since each customer is sensitive to a different message, companies try to impose themselves in many ways. The latter correspond to the five senses. The view, with a unique graphic identity that represents this brand, smell, taste or touch with the distribution of samples for example, and finally hearing.

A unique sound to welcome its customers

A company’s sound identity doesn’t just stop at a series of music notes heard in an advertisement. Indeed, not all customers you want to reach watch TV commercials or listen to the radio. But if you offer goods or services, it is quite possible that your customers will seek to contact you by email or phone. With this option, if you receive a lot of calls, you often have to make your customers wait.

For many brands, the solution ofa music of expectation in the sensory identity has imposed itself. It is specific to each one, taking up or not its sound identity. It allows you to cut short the silence, the expectation itself, and to stay in the customer’s head. Some companies are specialized in this sector. They are responsible for creating waiting music, answering machine or reception for customers, with a whole cast of music, sounds, voices and languages available.

Remaining competitive by all means and establishing itself in the minds of its customers as the benchmark in its industry is the objective of any company. To do this, he must learn to play with the senses and emotions of his clients by adopting a unique message.

Audrey KOZACZKA – BORDEAUX Business

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