03/12/2025
Just like a scent can unlock a core memory, this reposted blog by Todd Burgard offers a powerful take on branding and its lasting impression.
𝗢𝗳 𝘁𝗵𝗲 𝗳𝗶𝘃𝗲 𝘀𝗲𝗻𝘀𝗲𝘀, 𝘀𝗺𝗲𝗹𝗹 𝗶𝘀 𝘁𝗵𝗲 𝗼𝗻𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗺𝗲𝗺𝗼𝗿𝘆.
Now, think of your brand as a fine perfume. Is it a pleasing fragrance that shifts the mood and soothes the mind? When your brand enters the room, does it exude an irresistible aroma that entices others to discover? Does it have interested parties imagining themselves in fellowship with the source? Not sure? Most aren’t.
You may want to consider the following:
🌹 Does your brand exemplify your core values?
🌹 What values message are you asking others to identify with?
🌹 How are others responding to that message?
🌹 Are your message and their response congruent?
🌹 If they are congruent, is it true?
💩 Does the truth stink?
We’ve all worked hard on defining and refining our brand formula. Painstakingly creating a persona, an image, a message we wish others to understand, adopt, and transactionally trust. But in the end, isn’t a brand simply your reputation, the thought that comes to mind when getting a whiff of your name? And, when that thought is redolent of honesty and vulnerability—isn’t it intoxicating? That is the scent of 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻™!
Your brand will be remembered. And nothing is more memorable than a smell.
Does your brand pass the sniff test? Let’s chat.
[email protected]
www.BurgardAgency.com
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