Think about the last time you walked into a Starbucks. Before you even ordered a drink, you likely recognised the familiar smell of roasted coffee, heard upbeat indie music, and felt the warmth of wooden interiors. That’s no accident — it’s sensory branding at work.
For years, businesses have leaned heavily on visual identity — your logo, fonts, colours — to define their brand. But in today’s hyper-saturated market, a great logo isn’t enough. Brands that engage multiple senses are creating deeper emotional connections with consumers and standing out.
What Is Sensory Branding?
Sensory branding goes beyond visuals to engage touch, sound, scent, and even taste. It’s a holistic approach to shaping how customers perceive and remember your brand.
Martin Lindstrom, author of Brand Sense, argues that brands appealing to multiple senses can increase customer perception by up to 70%. According to Lindstrom’s research, the more senses a brand engages — including through elements like your logo — the more powerful and memorable it becomes.
Why the Logo Alone Doesn’t Cut It
A logo is still important — no argument there. But consumers are bombarded with visual stimuli daily. The average person sees between 6,000 to 10,000 ads per day. To break through the noise, brands must activate more than just your logo.
Let’s look at how multi-sensory branding works — and why you should start thinking beyond the logo.
Touch: The Power of Texture
Think about the satisfying feel of an Apple iPhone’s sleek aluminium body or the embossed paper of a luxury invitation. Texture creates a tactile memory that builds brand association.
In a Harvard Business Review article, researchers explain how sensory elements like weight and texture can influence purchase decisions. Consumers often associate heavier products with higher quality — a small but significant cue that builds trust in your logo and brand.
Tip: If you sell physical products, consider the feel of your packaging or materials. If you’re digital, think about how your UI design simulates touch — haptic feedback or visual texture can make an impact.
Sound: The Unseen Signature
Audio branding is booming. Think of Intel’s iconic jingle or the sound your Netflix app makes when it loads. Those few seconds of audio say more about the brand than a paragraph ever could — it’s your logo in sound.
According to Ogilvy’s global sensory study, brands that use sound as part of their identity are perceived as more innovative and emotionally engaging.
Tip: Whether it’s a podcast intro, your brand’s hold music, or background audio in your app, design a consistent sound signature that reflects your brand personality.
The Bottom Line: Branding is a Full-Body Experience
Branding in 2025 isn’t just about looking sharp — it’s about feeling memorable.
Incorporating sensory elements:
• Increases emotional engagement
• Boosts brand recall
• Differentiates you in a crowded marketplace
Research by Millward Brown shows that brands that appeal to more senses enjoy stronger customer loyalty and greater pricing power.
Also read: How to Develop Your Brand-A Comprehensive Guide
