Sensory marketing

Today's major information flow and constant lack of time requires new ways of communicating. Functional benefits are no longer enough. It has become increasingly important to communicate the brand through the company's values, material selections (not only in products but also in packaging and brochures), product design and the design of the graphic profile (visual identity). I read Bertil Hultén’s book Sensory Marketing (ISBN: 9789147087105) with great interest. Fascinated, I read about companies working to create the brand's soul with the help of signature scents, signature sound, design and figurative marks, taste strategies and choice of materials. For example, to add weight to technology products signals quality. Some companies work with the same face or the same jingle voice year after year and I dare say that most of us know the signature sound of the ice-cream truck. Shops and hotels are working with signature fragrances, furnishings and lighting to create a company identity.
How can you apply this to a company whose products mainly are exported? Start by clarifying what the company stands for and what values there are in the company. Based on this, think about how to convey this through the company web site, marketing material, product packaging, etc. Review the company logo, paper quality in printed material, packaging design, colors and graphic images in the marketing material, design of the website, etc.
To signal quality, trust and responsibility you can for example select an FSC certified paper and environmentally friendly print production. Select signature colors and work only with a few in your marketing communication, preferably the same as in the company logo, review the choice of images, fonts and layouts and ensure that it strictly abides the selected graphic profile. By this you create a company identity through the selected colors, design, form and images (visual) and a feeling of quality through the selection of paper quality and design of printed material (feel). Visual and audio impressions can for example be conveyed through a video on the company website and that presents the company or its products. As an added value, you can offer something that is specific to the country or place where the business is located, to your customers to eat or drink at visits or congresses (taste and smell). Company values are communicated through all the things you do and all the choices you make.