Creating Brand Identity Using Human Senses

Abstract

Creating an identity is one among the biggest challenges for any brand. Now brand identity has moved beyond the older concepts. More companies are now utilizing human senses to create their own identity. We need to identify the human senses which can be effectively utilized to connect and create an identity in consumers mind. The major senses used by companies include sight, sound, smell, touch and taste. Sensory branding is one of the emerging concepts which have immense potential in creating a distinct brand identity in this era of competition and clutter.

Keywords: Brands, Brand Identity, Sensory Branding, Sight, Sound, Smell, Touch and Taste