Every brand has its own story scent – and this story scent captures what that brand stands for, how it connects with its audience and the impression that lingers long after the first encounter or sales transaction has ended.
In essence a brand’s story scent helps prospective and existing customers catch a whiff of what your brand is all about – and helps them decide whether your product, program or service is something that’s worth pursuing.
There are three layers to every scent: the head note, the heart note and the base note. This 3-layered scent approach is how we’re going to examine the essence of your brand’s personality today.
Just like in the perfume industry, the 3 layers of the story scent play off of each other, but also come together to create a lingering and memorable experience.
Head notes are like first impressions, so they’re really important. Question: what is the scent our brand is giving off within the first few minutes its initial encounter with a new customer?
Heart notes are the second layer of your story scent. Think of the heart note as your purpose-driven mission and vision. At the core of your brand is your authentic, emotional connection with your audience. After all, it’s so important that we connect our audience with the purpose of what we do. When people understand not just WHAT we do, but WHY we do it, we create a more memorable impression. In other words, we stand out from the crowd.
The third and last layer of your story scent is the base note. For the purposes of our story scent today, I want you to think of your base note as the values-based foundation of your business. What are the core values that act as a basis for everything you do and how you do it? What’s the foundation of your brand? What is the base note that lasts long after the head note and the heart notes have faded away?
When we create a story scent that integrates a balance of all three notes, we’re able to create a long-lasting impact that adds value to the world and makes us exited to get up in the morning.
As one fragrance industry expert once said, “Perfume is personal magic. It is a first impression and a lasting recollection.”
So what’s that smell again? When we take into account all that we’ve talked about today, it sure smells like success to me!
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