How The Westin Inspires Memorable Brand Experiences

The second I walked into The Westin in Birmingham, I immediately sensed something special.

It wasn’t the smell of bleach.

It wasn’t the aroma of burnt coffee.

And it certainly wasn’t the overpowering perfume ambush at the mall’s Belk counter.

Instead, it smelled… expensive.

At first, I couldn't place the scent.

After checking in, I stepped back outside and said to my cousin, “It smells incredible in here.”

Discovering the Signature Scent

Fast forward to me standing in the shower, contemplating the bottle of Westin body wash, shampoo, conditioner, soap, and lotion like a total weirdo. That was the scent. That was the signature aroma.

Without hesitation, I went to Amazon and bought the lotion.

Then I ordered the oil.

Both items were from Westin.

Now, my home carries the aroma of a four-star hotel lobby.

Clever Marketing Beyond the Hotel

You can’t bring the entire hotel home with you, but The Westin did the next best thing. They offered me a way to take a piece of it back. That’s the kind of creative content marketing most service-based businesses often overlook.

Here’s the reality: many in the home services or small business sector aren’t repeat customers every month. If you’re a roofer, a plumber, or a high-end landscaper, your customers don’t need you all the time. It’s hard to say this out loud, but it's true.

But here's the catch. They should be thinking about you all the time.

Creating a Lasting Impression

What’s your version of the “Westin smell”?

• Is it your social media presence that showcases your expertise?

• Is it the follow-up email that surprises your clients with genuine value instead of a hard sales pitch?

• Is it your website—swift, functional, and ranking on the first page of Google?

  
  

If your brand can’t physically go home with them in a bottle, then it better stay present in their minds.

The real victory occurs when your customers think of you before a problem arises. That’s the essence of scent memory—or, in our case, brand memory.

The Essence of Scent Memory

For those curious, the signature scent of The Westin is white tea. A quick search revealed that Honorine Blanc, a master perfumer at DSM-Firmenich, described it this way: "White tea notes [smell like] a beautiful blend of soft citrus, delicate florals like jasmine and lily of the valley, and gentle musks that create a sense of purity and tranquility."

Conclusion: Implementing Brand Memory in Your Business

Embracing the concept of brand memory can significantly impact your business. Think about how your brand can create lasting memories and associations, similar to the way The Westin does with its signature fragrance.

The experience you provide to your customers contributes to their perception of your brand. Make it memorable. From a well-crafted follow-up email to an engaging social media presence, every touchpoint can be an opportunity to reinforce your brand’s essence.

Practical Steps to Enhance Your Brand Memory

1. Develop a Signature Experience: Identify what makes your services unique. This might be exceptional customer service or a distinct aesthetic.

   
   

2. Utilize Consistent Branding: Ensure your branding is consistent across all platforms, from your website to your social media channels.

   
   

3. Engage Your Customers: Create engaging content that educates rather than sells. This builds trust and helps form a connection.

   
   

4. Solicit Feedback: Ask for customer input to understand what resonates with them. Use this information to enhance their experience.

   
   

5. Stay Relevant: Regularly update your marketing strategies to keep them fresh and engaging.

   
   

By fostering brand memory, you encourage customers to think of you even when they don’t need your services. It establishes a strong connection, making them more likely to return when the need arises.

The Westin has brilliantly demonstrated the power of scent in creating a memorable brand experience. What will your brand do to make a lasting impression? The time to consider this is now. Your customers’ memories of your brand significantly shape their future decisions.

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