Have you ever walked into a space and felt that feeling of belonging, like you’ve just walked into home? That’s the power of engaging your senses.
Branding takes a different shape depending on the industry it’s in. In real estate, branding that creates a sensory experience turns units into homes, offices, and spaces where life thrives. Truly immersing a client in the space is the easiest way to create the feeling of ‘belonging’.
But what is branding? In terms of a clear definition, branding is the process of creating a unique identity for a product, service, or firm. This is done by shaping a perception and emotional connection through visual elements like logo, colours, design, messaging and name.
Outside of visual assets, the factors that shape an unforgettable identity, are those that leave a lasting impression. In this case, branding should be personal as it is rooted in the psychological power of recalling.
Branding takes a different shape depending on the industry it’s in. In real estate, branding that creates a sensory experience turns units into homes, offices, and spaces where life thrives. Truly immersing a client in the space is the easiest way to create the feeling of ‘belonging’.
But what is branding? In terms of a clear definition, branding is the process of creating a unique identity for a product, service, or firm. This is done by shaping a perception and emotional connection through visual elements like logo, colours, design, messaging and name.
Outside of visual assets, the factors that shape an unforgettable identity, are those that leave a lasting impression. In this case, branding should be personal as it is rooted in the psychological power of recalling.
To be memorable, it must invoke emotion.
What better industry, than real estate to practice the theory of personal, emotional and sensory branding? This article covers how real estate branding can benefit from engaging client’s sight, scent, touch and emotions to build a lasting, trustworthy relationship.
Sight: Creating an Iconic Silhouette
The icons in architecture have a unique silhouette that claims its spot across global skylines, think of the Burj Khalifa, the Empire State building, and the Eiffel Tower; without needing an image, we’re able to clearly recall the structures; because their silhouette is memorable, forever engraved as global icons.
A real estate developer’s branding lies in how iconic their contribution to the skyline is, the visual marketing assets come second. The portfolio is the defining asset of trust, reputation, and quality.
A well-maintained exterior of a project immensely contributes to positive first impressions.
A real estate developer’s branding lies in how iconic their contribution to the skyline is, the visual marketing assets come second. The portfolio is the defining asset of trust, reputation, and quality.
A well-maintained exterior of a project immensely contributes to positive first impressions.
Scent: Powerful Memory Triggers
Branding is a play on the art of recalling, and perfumeries have absolutely mastered the art of recalling. Dubai specifically has witnessed a trend of scent-branded lobbies, allowing people to associate tranquil scents with lobbies, malls, and everyday entrances.
Scent is directly linked to the brain’s limbic system, which takes care of memory and emotion. When clients enter a space with a pleasant scent, it automatically creates a strong bond of positive association. The client may not be able to recall the exact specifications of the unit, but they’ll remember exactly how it made them feel – scent takes the center stage here.
Scent is directly linked to the brain’s limbic system, which takes care of memory and emotion. When clients enter a space with a pleasant scent, it automatically creates a strong bond of positive association. The client may not be able to recall the exact specifications of the unit, but they’ll remember exactly how it made them feel – scent takes the center stage here.
Touch: Materials with Luxurious Feel
In a viewing, the finishing defines a property – tactility is everything in an unfurnished space because clients have the chance to truly test how durable and comfortable the materials used to build the property are. The finishing almost always contributes to sealing the deal.
The surfaces, flooring, panelling, lighting and every other bit of finishing plays a role in bringing the space together far before the furniture does.
In Evolutions exclusive projects, skilled designers are mindful of the materials that contribute to the finishing. The engineers have thought of the aesthetic, functionality, and durability; allowing each aspect of touch to be equally represented and considered. From marble veins to oak cabinetry, the units are designed to feel like home and built to last through generations.
The surfaces, flooring, panelling, lighting and every other bit of finishing plays a role in bringing the space together far before the furniture does.
In Evolutions exclusive projects, skilled designers are mindful of the materials that contribute to the finishing. The engineers have thought of the aesthetic, functionality, and durability; allowing each aspect of touch to be equally represented and considered. From marble veins to oak cabinetry, the units are designed to feel like home and built to last through generations.
Emotions: The Invisible Sense
The three senses mentioned in this article, eventually come together to invoke emotion, which can be considered as the final seal of approval. Based on the way a unit looks, smells, and feels (to touch), it gives a clear image of what emotions the space is bringing out. Is it exciting, relaxing, motivating, inspiring? This is what creates a well-rounded experience of sensory branding.
Real estate is the business of selling a lifestyle.
The addresses dictate the lifestyle you lead, the homes you create, and the memories you cherish; sensory branding leans into the emotional aspect of branding and leverages the power of sensations. Because what we see, is not always convincing; but what we feel usually is.