Your brand isn’t in their heads. It’s in their hearts, in your hands.
A brand is a specific kind of love. It won’t fit into slides, but it will fit into a bouquet of roses, a refined perfume, the song of birds during a picnic, the taste of a romantic dinner… Or even the right touch.
That’s how we, as humans, are evolutionarily wired. The path to our minds leads through what we feel. And it is through what we feel that we make decisions. The best brands think about this day in and day out, strengthening their relationship with their customers. And they do so not by intuition but based on hard data and strictly defined methods. Let’s take inspiration from some of them.
Step into the right light
We perceive 80% of all stimuli with our eyes. And those stimuli often create an impression subconsciously. That’s why fast-food chains have red in their branding—one of the strongest colors associated with food, linked to juiciness, sweetness, but also spiciness and an energy boost.
And that’s also why McDonald’s experimented with green when it wanted to project the image of healthier, less fast-food-like restaurants—and why it partially reconsidered when it found that green triggered less “hunger” for its products. However, it kept green in markets like Scandinavia, where the demand for healthy food is higher.
For Starbucks, green proved to be a success. The brand’s DNA is deeply tied to what we evolutionarily associate with its dark green—starting with the ripening of products on plantations and farms to highlight the premium quality of its coffee, and ending with the coziness suitable for a moment with a cup. That’s why not only the logo but also the interiors of its cafes and the aprons of its baristas are dark green…
But visuality isn’t just about colors. It’s also about the overall aesthetics. It’s the serif fonts like Times New Roman or Baskerville, subconsciously linked with wise books and serious newspapers, chosen when credibility is the priority. Or bold fonts where confidence is the goal. It’s the maximally clean homepage of Google, designed to simplify access to information. And it’s also Pixar’s charmingly naive lamp, evoking a return to the carefree days of childhood.
This applies to product design as well. The aggressive aerodynamic lines of Ferrari cars signal speed and luxury. Apple’s minimalist, almost monochrome product design offers a sense of absolute calm for work, entertainment, and enjoyment. Heinz ketchup bottles are designed so that the ketchup pours out slowly and steadily, subconsciously signaling its thickness and quality. The choice between glossy and matte wrapping paper. And, of course, the packaging of premium products—from perfume bottles and expensive mineral waters designed by top designers, to chocolates wrapped in creamy white (which make them taste more “chocolatey” than silver packaging), to the shopping bags for those few luxurious Nespresso capsules.
Be heard, but only where it makes sense
TAˈDOOOM on the drum and strings resonance, crafted by Hollywood sound designers Charlie Campagna and Todd Yvega, when the Netflix logo appears. The piano DAˈDA DA DA DAAA at the end of T-Mobile commercials or the futuristic five-tone synthesizer accompanying the Intel logo. Or I’M LOVIN’ IT from McDonald’s. These are all sonic logos and jingles that have become iconic.
And it’s not just about the sonic logo. The distinct click and fizz when opening a can, followed by the bubbling sound, will likely remain a permanent feature in all Pepsi and Coca-Cola commercials (known in agency briefs as part of the “refreshment moment”). Similarly, major brands will continue seeking the best sound designers to subtly yet powerfully reinforce the key aspects of their brand—from brand-aligned music to the crispy, lab-tested crunch of Pringles and Doritos chips, the mandatory seatbelt click in ŠKODA and VOLVO commercials, the sound of athletes breathing in Nike ads, or the concentrated silence inducing sweet dreams in premium bedding presentations.
However, this is just the beginning of sound-based branding. Consider Harley-Davidson. The distinctive VRRRM VRRRMof its motorcycles is unmistakable—so much so that the brand has patented this sound.
In fact, many car manufacturers today hire “acoustic engineers”, whose job is to evoke the right emotion during car use. The doors of a luxury Mercedes-Benz are deliberately tuned to sound like a soft snap. Porsche fine-tunes its engine sounds to ensure they are iconic, and BMW even collaborated with film composer Hans Zimmer to create a futuristic driving sound for its electric cars.
It goes even further. Scientific studies have proven that higher-pitched tones can enhance sweetness, while deeper sounds amplify bitterness! For example, research at Oxford University showed that music with higher frequencies enhances the perception of sweetness in chocolate, while bass tones make bitter chocolate taste even more intense. Some premium restaurants are already applying this concept, selecting music that matches the flavors of their dishes. Starbucks, for example, focuses on gentle jazz music, which enhances the perception of a smooth and creamy espresso.
And it’s not just restaurants. Think about the sound when paying with a VISA card. The music playing on your friendly bank’s customer service line. The soft, muted, and non-intrusive rustling of simple wrapping paper when unboxing premium products. Or the lack of noise in luxury boutiques like Louis Vuitton, which often use well-insulated, sound-optimized spaces to enhance the intimate atmosphere.
Manipulation? Well, that depends. Sound is often the reason you want a brand (like Harley-Davidson motorcycles or the patented metallic click of ZIPPO lighters). Other times, it comforts you when you need it most (like the soothing sounds on an Emirates flight). If a brand has something valuable to offer, why not let it be heard?
Scenting yourself isn’t shameful
If you ever walk past a Westin Hotels & Resorts, stop there. What you’ll smell has a name: White Tea. It’s a fragrance you will rarely find anywhere else except in buildings adorned with their logo—a scent developed specifically for this brand to evoke a feeling of luxury, relaxation, and cleanliness. And why “rarely”? The fragrance has become so iconic that guests can buy it for their homes in the form of candles, sprays, and diffusers.
Many brands have their own signature, custom-blended scent. The youthful, full-of-sex-appeal, and somewhat bold fragrance Fierce from Abercrombie & Fitch boutiques was once so intense it was noticeable even before stepping inside. Rolls-Royce has a distinctive interior scent, a combination of leather, wood, and the essence of handcrafted interiors. The inside of Nespresso packaging (as well as many instant coffee granules) is fragranced with coffee aroma. Tea bags, such as Earl Grey, are often scent-enhanced, and even cornflakes or milk alternatives are frequently infused with vanilla aroma.
In all these cases, scent is carefully optimized to enhance the perception of the product—as uniquely and memorably as possible. In all these cases, scent is an integral part of branding.
What to take from this? Don’t leave anything to chance, not even when it comes to scent. Just like Starbucks, which deliberately eliminates all competing aromas in its stores to preserve the scent of freshly ground coffee. Just like large fast-food chains, known for designing their ventilation systems so that the desirable aroma of their food spreads into the surroundings.
Scent is one of the most underrated branding tools, and that gives you an even greater chance to stand out—whether at the product level, packaging, or in the experience of stores and locations.
Let them touch it
Close your eyes. You walk into an Apple store. You pick up a new iPhone and feel only what’s in your hands. The cold, smooth, sometimes sharp but never cutting surface of tempered glass and aluminum on the back of the unibody design. Gently rounded edges. The perfect firmness of the buttons on the side of the phone, requiring just the right amount of pressure to press. The oleophobic coating on the display that allows for a pleasant glide of your fingers. The satisfying vibration when you successfully unlock the phone blindly. You open your eyes. You want a new iPhone.
This is no coincidence. Steve Jobs believed that how a product “feels” in the hand influences our relationship with it, and Apple still carries that legacy: iPhone’s tactile experience receives the same detailed attention as its visual and auditory aspects. The company doesn’t take weight or dimensions lightly either—at one time, it carefully adapted the iPhone’s size to fit the human palm, ensuring comfortable one-handed use, because simplicity is one of Apple’s core principles.
Aradhna Krishna, in her book Customer Sense: How the 5 Senses Influence Buying Behavior, emphasizes that visual stimuli can be even more effective when combined with other sensory elements like texture. And her words are confirmed not only by Apple but by many other brands.
Louis Vuitton tests the texture of its handbags to be soft yet firm, reinforcing their luxurious character. Rolex fine-tunes the weight and texture of its watches so they feel robust yet pleasant on the wrist, while expensive wines are deliberately sold in heavy bottles, fine dining establishments serve gourmet dishes with heavier cutlery to enhance the sense of exclusivity, and Montblanc crafts weighty, luxurious pens designed to feel substantial in the hand—all reinforcing the idea that weight conveys quality and prestige. (On the other hand—quite literally—Dyson engineers ergonomic vacuum handles that fit seamlessly into users’ grips.)
And we could go on: Tesla carefully selects materials for its interiors to align with its futuristic vision—hence the use of vegan leather—whereas rugged vehicles like the Hummer intentionally feature stiff, heavy controls to emphasize their toughness. Bang & Olufsen incorporates textured surfaces into its speakers, creating an experience that is both aesthetically and haptically pleasing. Even Toblerone integrates haptics into its branding, as the ritual of breaking its chocolate not only produces a distinctive sound but also engages the sense of touch, reinforcing the perception of quality and making consumption an interactive pleasure.
And it’s not just about the product itself. It’s about product packaging (most customers would confirm that unboxing Apple products is practically a ritual) or even whether a store is overheated or underheated. All of this is part of branding because it’s part of what customers feel in their experience with a brand.
Make them savor it
You’ve probably heard of the Pepsi Challenge. And quite possibly so many times that it may sound like a cliché coming from us. But it’s a great example of how a brand is intertwined with taste.
Let’s recall that in a blind test where people choose between Coca-Cola and Pepsi, Pepsi performed better when the brand wasn’t visible, but worse when people could see what they were drinking. And instead of revisiting the already well-answered question of whether investing in taste makes sense (that our perception of taste is influenced by what we know about a brand is ultimately confirmed by our favorite behavioral economist Dan Ariely in his book Predictably Irrational, as well as by many other respected theorists), let’s try to answer a different one: how to make the most of this investment.
Well, it’s the same as always. Coca-Cola would never evoke a great taste if it didn’t actually taste good—that’s the first thing. And taste can influence your brand no matter what business you’re in—that’s the first thing, too.
It doesn’t have to be just a trick Ben & Jerry’s uses with a surprise in every bite. It doesn’t have to be just the seemingly eternal pairing of Hendrick’s Gin with high-quality cucumber. It doesn’t have to be just the beloved crunch of a KitKat bar or the pop of a Dom Pérignon cork.
It could just as well be the coffee you serve to clients at your branch or the music playing in your space. Or the moment when your customers sit in genuine leather seats, which typically creak, warm up, and have a distinct scent. It could just as well be lit by harsh white or atmospherically adjusted lighting, or it could be your business card or holiday greeting printed on the right type of recycled paper—maybe.
All of this is your brand. Part opinion, largely a rational experience, but above all, a feeling-driven perception.