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Are you going through a branding or rebranding stage? If so, you likely are starting with your logo, tag lines and looking for consistency across all your online platforms and your printed collateral. However, many are not aware that branding is more than colours and words. May I suggest that the professionals will tell you your brand must appeal to all your human senses? That’s right, sight, taste, sound, smell and touch; what we all learned in school. But how then, does that translate into your brand?

Sight – logos must be memorable with a simple pattern or image and colours that associate with your business. Even the physiology of the colour used is well understood by a professionally trained graphic artist. (reds are bold statements, yellows indicate cheap etc.)Taste – even if it’s not food, it’s important to ask ‘What would my product or service taste like?’ Would it be sweet, sour or spicy? What kind of food would you have catered at your next event, might give you a clue

Taste – even if it’s not food, it’s important to ask ‘What would my product or service taste like?’ Would it be sweet, sour or spicy? What kind of food would you have catered at your next event, might give you a clueSound – what kind of sound would your copywriters craft if they were asked to create your emails or blog? If you required a voice-over for your explainer video, what type of voice would you choose? (male, female, young, older, friendly, authoritative)

Sound – what kind of voice would your copywriters craft if they were asked to create your emails or blog? If you required a voice-over for your animated explainer video, what type of voice would you choose? (male, female, young, older, friendly, authoritative)

Smell – your brand’s signature smell is actually quite important to the subconscious thinking and tied into long term memories. What type of smell would your brand have? (sweet, savory, perfume, flowery etc)Touch – this can best be described as the texture and physical shape of your brand. If it’s a product, what’s the packaging feel

Touch – this can best be described as the texture and physical shape of your brand. If it’s a product, what’s the packaging feel like? If it’s a pop-up show booth, what tactile materials would you use to build it with? For touch, it’s good to consider the following: is your brand heavy, light, smooth, rough etc.?

It just might be worth the time to consider and discuss how your brand appeals to all your senses. But what about the sixth sense? I’ll leave that one up to you!

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