“The reactions I’ve experienced confirm
that it is a part of my personal brand.”

A Scent of Brand

Patchouli is my signature fragrance, it’s been my personal aromatherapy since I was a teenager. Visceral, exotic…not sure I can explain the magic it plays on me when I wear it. Of all the essential oil concoctions I’ve invented over the years, this distinctive scent is, at its base, ME. Ask anyone who knows me to shut their eyes, sniff an open vial of patchouli oil and say what comes to mind; I guarantee my name comes up every time.

There are some interesting studies on the science of smell and its link to memory, and I have first-hand experience proving the theories. More times than I could possibly count, a total stranger has stood next to me and asked, “Are you wearing patchouli?â€? The question isn’t as amusing as the way in which it is often asked, posed in a dreamy voice extending the last two syllables like this: “…patCH- OUUUUUU-LIII? [insert long sigh].â€?

A Brand Ascent

Sometimes their eyes will close while they smile and breathe deeply as they conjure up a wonderful memory of the scent. These strangers are often compelled to tell me exactly what their remembered visions entail. All ages approach me, yet boomers are usually the dreamiest, reminiscing of old loves, music, and recreational activities from days gone by. It takes a strong emotional connection to share memories—conjured from just a scent—with a complete stranger.

Run down a list of memory-evoked sensory experiences—songs, visual images, flavors—our sense of smell is the strongest link to memory. I never set out to draw attention with my fragrance, but the uniqueness it provides and the reactions I’ve experienced confirm that it is a part of my personal brand.

It all boils down to what “important stuffâ€? echoes back about your personal or organization’s brand. It takes talent and creativity to pull together a branding strategy that gives you an identity worth remembering. Rarely is it as easy as finding a fragrance you enjoy.

Image: Divyanshs