When building an integrated marketing strategy, it’s important to think about all the different media you may want to incorporate. Further to that, think about what senses your brand could extend to.

Traditional marketing limits your business to few choices. Break out of that box by thinking about your senses and how you could utilize them to gain a competitive edge in your marketing.

NBC has used ’sonic branding’ for many years meaning their jingle has become so ingrained and recognizable that you can hear the first three or four notes and immediately know what brand that is. Adding a sound or voice to your brand makes it more human and therefore more accessible.

A while ago, when working with a local investment firm, we came up with an idea to embody their brand into a character. We called it Furple. this character was used in online ads and it allowed us to look at the possibilities of using Furple to introduce investing to younger audiences and make the rest of us realize that it doesn’t really have to be that complicated. That brand could then come to exist in the physical form through promotional products such as plush toys or similar office nick knacks, hitting visual and touch senses at the same time.

When relevant, look for ways of adding another dimention through sensory branding to your marketing strategy.

- Ernest.