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What is your brand perception? Everyone has a brand. If you have a business, you have a brand. If you don’t have a business, you have a brand.

Every person is a brand.

It doesn’t just have to be a brand name or a personal brand. I’m talking about everything from your handshake to whether you smile or not. What does that smile look like? How does that handshake feel? What do you share on social media? What do you say? What do you not say? What do you comment on? What is your angle to things?

Everyone has a brand.

Are you intentionally crafting it or are you letting it craft you?

You have a brand if you have a business. You have a brand if you don’t have a business. It’s something that you need to shape. So, what is your brand perception?

What Does Your Brand Smell Like?

Some people like to ask the question, what does you brand smell like? I first heard this question when someone said, “What does your childhood smell like?” and I always hated that question. It always seems like such a weird, strange question. What do you mean what does my childhood smell like?

I found out the question is one that people use to figure out how you think and how you process.

The more right-brained, creative type people launch into a story and excitedly tell how their childhood smelled, while the more analytical, logical people will struggle with the question.

Even though that’s a weird question, it’s still an interesting one to ask—what does you brand smell like? I guess if you had a perfume company it would literally smell, but no matter what your business is, if your brand had a smell, what would it smell like? Is it leather? Is it new car scent?

Think about that experience with people.

Over the holidays, I went to a bar with my brother to play shuffleboard. We went in and it smelled like smoke inside. It was very strong and very distinct to me and it started bringing back memories and past experiences where there was smoke.

Part of the reason it was so noticeable to me is in San Antonio, Texas, where I live, they’ve recently passed a ban on smoking. You can’t smoke in restaurants or public places, or even 20 feet from those places. I’ve gone so many places and don’t experience smoke that I actually forget that people smoke in bars and restaurants.

The smoke affected my perception of this place. It affected my experience, for positive or negative. Smell is a very powerful sense. You can smell a box of crayons and immediately be transported back to when you were six years old.

Smells are very strong, but you can’t always use smell in every interaction with a customer. Often times, you have an online experience or an online checkout, but:

Think about the ways you can use different senses or experiences and tie those to someone’s brand perception.

On a basic level, this could be as simple as just being cognizant of the language you use, the topics you bring up on your social media, the articles you share, or the things you retweet. All of those color peoples’ perception of you. All of those affect your brand perception.

You’re either being intentional about crafting it or you’re letting it craft you.