The Smell of Branding

Oceanfront-Balcony-King-2000x1000Can you smell branding? The best branding efforts should engage all the senses  in my opinion.  I know exactly what a Coca-Cola smells like and if I were to smell that, I would see in my mind the red can and feel the nose tickling bubbles.

My Kate Spade purses have a distinct smell, most likely from the leather they use.  We all know that smells can evoke childhood memories, for instance, remember the smell of Noxema? Or what about chlorine from a pool…both of these smells make me think of summers at the pool and sunburns!

Last week I traveled with my husband to Miami for his work trip.  We stayed at the Edition Hotel.  I LOVED this hotel…and believe me, I worked in tourism for 14 years and I’ve seen the inside of a lot of hotel rooms…this hotel was fantastic.  All white everything, great bedding, the shower was heaven, food was out of this world.  Many simple amenities in the room like robes, slippers…a mini bar of stuff…like sunglasses, candles, face lotion, underwear and food!  They thought of everything.  The staff was attentive and nice and the spa was top notch.  I’m a self professed spa snob and this spa was one of the best I’ve ever visited.

When you walk in the hotel first thing you notice is the smell.  It’s incredible.  A little bit gardenia maybe or is that tuberose? It’s light, floral and airy and I could not get enough of the smell.  Everywhere you went in the hotel, you could smell this wonderful scent.

We checked in to our room and in the bathroom were the toiletries…all in black packaging, no words except “lotion” “shampoo” “soap” and “conditioner.” Very chic.  The fragrance of the product was the very same I smelled in the hotel lobby.  Very smart indeed.  I could not wait to wash my hair in the shampoo and lather my skin with the lotion all so I could smell like the hotel.  Crazy, I know but it was that good.

What a genius idea.  This hotel took their branding a step further…to your nose.  I seriously want to stay at this hotel again, in one of their other locations, so I could smell the lobby.  Lucky for me they are building one in NYC.

I asked the front desk about the fragrance and it is called Black Tea and it was created exclusively for the Edition Hotels by Le Labo. I’m quite certain I will never forget the smell and I might have taken home quite a few of the toiletries!

What smell reminds you of a brand?