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Increasing brand awareness using the 5 senses

Increasing brand awareness using the 5 senses

Contributed by Idea Collective Member:

Picture of Lisa Raebel

Lisa Raebel

Rebel Girl Marketing, LLC

How do you get customers to Remember you and/or your brand?

Aside from gorilla marketing, which is being anywhere and everywhere (example “one call…”), thus having to spend a boatload of money, there is a better way to gain brand awareness, and it is much less annoying!

Most people think that colors, logos, taglines, and ads are what marketing consists of; however, those only consider 1 sense: sight. What about the other 4 senses? Your five senses are tied to emotions…and emotions are tied to memory.

Here are the six baseline emotions and examples of the industries that like to trigger them:

  1. Happiness – food or greeting cards
  2. Sadness – funeral homes
  3. Fear – home security systems
  4. Disgust – animal protection agencies
  5. Anger – politics
  6. Surprise – party stores

Out of these six baseline emotions, which one(s) do you want your audience to feel when they think of your products or services?

Emotional Branding

According to an article in Harvard Business Review, tying emotions to a brand can have a huge payoff, yet the pinpointing the exact emotions connect to your brand is a bit of guesswork (as well as science), because a lot of the time consumers don’t know what emotion they are feeling in the first place.

Have you ever bought one product over another based on your ‘gut decision’ vs logic? This is where emotion overrides logic in your buying habits. The relationship between a brand and a buyer that is tied to emotion is more likely to withstand temptation to defect solely based on price or convenience. 

Sensory Branding

You can build brand awareness by using the 5 senses and tying them to your customer’s emotions. These are just a few examples of using the 5 senses in your marketing.


Color, images, text, graphics, video

Example: In an article by Adeo, they show how using color brings out emotion in some popular brands:

Increasing brand awareness using the 5 senses


One voice for audio ads/voiceovers, sound effects, theme music

Example: I bet a dollars to donuts you can finish the words to these jingles:

  • “Give me a break, give me a break, break me off a piece of that…”
  • “The best part of waking up, is…”
  • “Like a good neighbor…”


Soft, rough, metallic, wood, wet, dry

Example: Two mortgage companies sending direct mail to customers, one mailer is stand rectangular size, yet the other is made of thicker paper and dye cut into the shape of a house. Which one would you look at?


Sweety, woody, citrus, pungent, mint, savory (to name a few)

Example: A spa uses calming scents like lavender or eucalyptus to relax their customers as they walk in. Meanwhile, a restaurant will use savory and sweet scents to turn on the taste buds. 


Mmm, food – in your best Homer Simpson voice


  • The sight of melting chocolate oozing out of a cake on your Instagram
  • The crunching sound of potato chips in a TV or radio ad
  • The aroma of freshly brewed coffee that hits you when you enter your favorite café
  • I mean, how many times have you come home from the grocery store or Costco with items that you never intended on buying because the samples were so good?

Increasing brand awareness using the 5 senses

This blog only touches the tip of the iceberg when it comes to how you use the 5 senses in your marketing, yet my hope is that you gained a better understanding of how emotions and senses are used to increase brand awareness and recognition.

Pro Tip

On average, it takes 5-7 encounters with your brand before someone will remember it, so use a mixture of senses and emotions to increase brand awareness. Take a look at your current marketing and see what emotions it triggers. Are they the right ones?

Until next time, happy marketing. If you’d like to talk more about your branding, join the Idea Collective and benefit from the brilliant minds of its members.

Lisa Raebel

Contributed by

Lisa Raebel

marketing strategist

As the Founder, Speaker & Chief Storyteller, I use my 28+ years of experience to help business owners who know they need better sales and marketing strategies yet have no idea where to start.