by Aleksandra Milewicz, Copywriter & Strategist, Hunter Design

When we think about branding, we often think about logos, colours, and typography. And no wonder – brands tend to prioritise visual cues to engage their audiences.

What they’re sometimes forgetting is that the touchpoints that appeal to the other four senses can trigger equally, if not more, powerful emotions.

That unmistakable new car smell? Pride, success, status.

Netflix’s iconic ‘Tudum’ sound logo? Excited anticipation.

The first sip of a cold Aperol Spritz on a hot day? Freedom.

Engaging the senses makes a brand more memorable, builds a stronger connection with the audience, and even evokes nostalgia. But where do you start? Here are a few lessons on sensory branding from successful place brands around the world.

Scent 

Our sense of smell is intimately linked with memory and emotion, making it a powerful tool for brand recall and experience enhancement.

Aman Resorts uses olfactory marketing to cultivate a sense of place. Each resort has its own signature scent that draws inspiration from the local landscape, materials, and rituals. As such, these fragrances aren’t just a beautiful addition – they’re an integral part of brand storytelling, deeply immersing the guests in the locale.

Singapore Airlines takes a different approach, using a single fragrance across all its touchpoints. Whether in a lounge in Singapore or on a flight to New York, passengers are greeted by Batik Flora – a blend of floral notes from Singapore’s native flowers. This strategy reinforces the airline’s brand globally, always evoking the same sense of warm hospitality and luxury.

And then there’s a more organic approach to olfactory branding. An espresso machine in a hotel lobby will infuse the space with the smell of freshly brewed coffee – and send a clear message that this is a place defined by energy and productivity. An on-site bakery, on the other hand, might evoke feelings of homeliness and comfort with scents of vanilla and cinnamon. In both cases, several senses are activated together, with scent, flavour, and even touch telling a consistent brand story.

Brand Tasmania are already adopting this in their own work, partnering with a local perfumer to develop a scent that encapsulates the Tasmanian experience in order to trigger positive emotional connections with the region.

Sound 

BBC News theme. Apple’s startup chime. McDonald’s jingle.

Can you hear these in your head?

Sonic logos can be just as memorable and beloved as the visual ones.

But while a jingle or sonic logo may not be right for every placebrand, there are other ways of incorporating sounds into your brand landscape.

Take the famous Starbucks playlists, for example. The brand employs in-house music curators who carefully craft playlists to spark a ‘What’s that song’ moment for the customers. Playing music you won’t hear on the radio helps to infuse the chain coffeeshop with personality. Yes, they might have branches all over the world, but your local Starbucks can still feel like a cool neighbourhood café where the barista plays their favourite songs.

Already, there are several places who are working to capture their audience’s attention with innovative uses of sound. Eindhoven365 hosted a competition to crown the city’s anthem, for example, whilst Slovenian Tourist Board’s latest campaign features soundtracks that take the listener on immersive journeys through Slovenia’s landscapes.

Taste

From discovery and excitement to comfort and homeliness – when you work with taste, you have the full spectrum of human emotions at your disposal.

Disneyland is perhaps the master at translating the brand experience into flavours. Visit any of the parks and you’ll be spoiled for choice with menu items inspired by the films or characters, like the famous Dole Whip or Mickey-shaped pretzels. Similarly, a visit to the Warner Bros. Studio Tour in London is not complete without a glass of Butterbeer, a quintessential Harry Potter drink.  

Other place brands can leverage taste in placemaking by integrating storytelling into their food offerings. This could mean creating dishes that reflect the history and culture of the location, or simply developing limited menus that become a local signature.

Houston First’s Signature Experiences give visitors a chance to explore the city’s rich multicultural history through immersive experiences, including the chance to taste the family recipes passed down through generations or to participate in wine tastings.

Lithuania Travel also put their food in the spotlight, curating maps of unusual ice cream flavours or ‘untraditional traditional Lithuanian beetroot soup’ to encourage travellers to explore deeper in – both geographically and gastronomically.

Touch

Place brands, by nature, engage their audiences’ sense of touch and spatial experience. But they don’t always have a thoughtful strategy on how to do it.

A helpful concept to introduce here is the concept of feedback – that is, how the object responds to human touch. Think of a smartphone vibrating or the resistance of the keys as you type on your keyboard.  

These small cues can be extremely telling in the world of luxury. Often, the markings of a high-quality object are its weight, stability, and solidity. The sense of heaviness of the door can feel protective. Sinking into an armchair can feel indulgent and welcoming. The cold of marble floors is a constant reminder of the fine finishes.

Interestingly, in the world of technology and innovation, the audience’s expectations can be contrary. Here the less feedback often the better. Loud clicks and resistance are associated with older technologies. New devices are soundless – evoking a sleek and seamless experience.

Placemaking can be a really powerful tool here, and it’s a great opportunity to bring your brand to life in the built environment. It’s a classic example, but the IAMSTERDAM logo became such a popular selfie spot that the city eventually had to move the iconic letters. Struer, in Denmark, are positioning themselves as the City of Sound – and this identity is embedded in their public spaces through giant, interactive tuning forks. Next time you walk through your city, challenge yourself to rethink how you can create opportunities for residents and visitors alike to physically interact with your place brand.

Putting ‘feel’ back in the ‘look and feel’ 

Brands that engage multiple senses have a unique opportunity to create deeper, more memorable connections with their audience. From awakening a sense of adventure to enveloping people in comfort and familiarity, there are endless ways to deploy sensory touchpoints. Put together, they can help place makers create places that feel real – ones infused with meaning, purpose, and emotions.