Along with the clicking of computer keyboards and the whir of copy machines, most businesses can add sneezing and coughing to their background noise. After all, wherever there are people -- there are germs.
An area of my public relations consultancy focuses on developing olfactive strategies and tactics when it comes to creating memorable brands. It's proven. A brand with a scented logo has a 65% chance of being remembered by a customer after one year, while an unscented brand has a 50% chance of being forgotten within the first three months.
But that’s only part of the story
While that data alone should encourage marketers to consider including scent in their communication mix as a way of breaking through barriers in the marketplace, there's another incentive for developing an aromatic logo. Essential oils extracted from plants in nature are killers. Cootie killers, that is, with antibacterial, antiseptic, and germicidal properties.
Essential oil of lavender is a great example. It’s the most gentle and versatile of all pure essential oils, and it is also anti-infectious, antiseptic, and it stimulates the immune system.
Many hospitals, doctors’ offices, nursing homes, hospices, and dentists’ offices already have a scented logo, although they’re probably not calling it that. They’re likely referring to it as aromatherapy, or they’re not putting any label on it. Exposure to germs and toxins can wreak havoc on our immune system, and diffusing essential oils into the environment will help eliminate unpleasant indoor odors and germs by replacing them with scents that are antiseptic and antibacterial – and lovely to smell.
These are not the same scents that hit you as you walk into your favorite mall department store. The oils used in mass market perfumes are typically synthetics that have no therapeutic value. Their mission is to make you smell sexy, sultry, serious, sophisticated, modern, hip, or whatever aspirational goal the perfumer had in mind while creating the scent.
Synthetics aren’t in my portfolio of scents. However, pure essential oils are part of my aresenal to help brands remain authentic in today’s digital space, where so much of reality is distorted and defined as virtual. While the essential oils I use have beautiful scents, there is so much more to these fragrant fighters than meets the nose.
Strategic and subtle
Whether you’re a health care practitioner, a non-profit organization, a law office, a retail store, a hair salon, a car dealership, or even a quick-change oil place, now is a good time to develop a “killer” logo, strategically formulated just for your organization that can be easily and subtly--almost imperceptibly--diffused into the air.
Not only will a scented logo of pure essential oils from plants in nature enhance your brand by making it more memorable, but it will also refresh your environment and, quite possibly, help keep the bad guys--the cooties--at bay.