Beyond Sight: How Sensory Elements Like Crayola's Trademarked Scent Boost Brand Loyalty

Key Takeaways:

• Crayola recently trademarked its signature crayon scent.
• By safeguarding its signature scent, Crayola sets itself apart in a crowded market and highlights the value of engaging multiple senses in branding.
• Sensory experiences like Crayola’s iconic scent transform simple product features into powerful emotional anchors, encouraging repeat engagement and customer allegiance.

Crayola's recent trademark of its signature crayon scent shows the power of sensory branding. This move highlights the nostalgic and emotional connection many of us have with crayon's smell and the significance of engaging more than just the visual senses in branding. Here's how other brands can tap into their unique brand elements to create stronger customer connections.

The Power of Nostalgia and Emotional Connection

Very few smells take me back to my kindergarten classroom like crayons. The "slightly earthy" smell Crayola describes in its coloring tools reminds me of the creativity and innocence of that era.

The scent is not just a fragrance; it's a portal to the past, flooding my mind with nostalgic memories and emotions. These sensory experiences create significant emotional connections and make consumers feel more attached to the brand.

Leveraging this emotional connection strengthens brand loyalty and encourages repeat engagement. This strategy is not new—other brands have successfully used scent to evoke emotional bonds, like Abercrombie & Fitch's distinctive store fragrance wafting through your local mall in the 90s and 00s.

Trademarking the Crayon Scent

Crayola's move to trademark the scent of its crayons is a distinctive step in safeguarding its brand identity. The US Patent and Trademark Office initially denied the company's first trademark application in 2018 because a crayon's scent was viewed as generic and not unique enough for a patent.

Not to be dismayed, Crayola appealed the decision and eventually won the trademark. The scent, described as having "pungent, leather-like clay undertones," is more than just an aroma—it's a unique brand element that can be used in unique advertising campaigns.

Engaging Multiple Senses to Strengthen a Brand

Crayola's CEO Pete Ruggiero imagines a future where you smell crayons before seeing the product. He wants to eventually have the scent in aisles at major retailers like Wal-Mart and Target, bringing parents and children into the experience.

Engaging multiple senses in branding strategies can significantly enhance client experience and deepen emotional connections. While visual elements like logos and colors are essential, incorporating other sensory elements—like scent, sound, and touch—can create a more immersive brand experience.

Several companies have successfully implemented this strategy to evoke emotional connections and drive sales. For example, Abercrombie & Fitch spritzing its signature cologne in stores created a distinct atmosphere that became synonymous with the brand. Similarly, luxury car brand Mercedes-Benz developed in-cabin fragrances that enhance the driving experience, reinforcing the brand's premium status.

Should You Have a Sensory Branding Strategy?

Enhancing consumer experience through sensory branding strategy involves creating meaningful interactions that engage more than just the visual sense. By incorporating elements like scent, sound, and touch, brands can deliver a richer, more immersive experience.

For instance, a pleasing scent can create a welcoming atmosphere in retail spaces, making consumers more inclined to linger and explore. Meanwhile, auditory cues, such as brand-specific music or sounds, can heighten the mood and reinforce brand identity. Tactile elements, like the feel of high-quality materials, can also reinforce perceptions of value and exclusivity.

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A version of this article appeared on ellis w.'s branding and marketing blog.