*Please note: the original transcript may not match the final video.

INTRO: 

What is sensory branding and how can it be used to give you a real advantage? Sensory branding is an extremely powerful tool that you can use to communicate with your customers. Say you’re a piano teacher, you can use sound. A candle shop or food stand can use smell. Regardless of your business, there’s almost always an opportunity to expand your brand beyond the visual. Sensory branding takes branding to the next level, moving past just logos and slogans and into a stimulating way that speaks to the customer on a deeper level. Simply put, it makes your customers feel something.

BODY:

Today, we’re going to take a look at two specific types of sensory branding, smell and sight.

The first type we’ll look at is smell. It might sound a little out of the box at first, but hear me out:

• A study done by Nike showed when scents where added to its stores, purchase intent among customers increased by up to 80%.

• A gas station mini-mart found that adding the smell of coffee to the spaces around its gas stations increased coffee sales by 300%.

• A New York Times report showed that 81% of consumers would choose products they can smell over products they can see.

• Studies show that visual recall of images sinks to about 50% after only three months. Yet, humans can recall smells with 65% accuracy after an entire year.

The nice thing is you don’t necessarily need a physical store to incorporate sensory branding. Another type of sensory branding is visual, telling your story with imagery. There are simple ways to improve your visual branding impact. For example, you can use select colors for emotional impact, videos to help the customer imagine beyond the page, or even creative logos.

And you don’t have to stop there! With new technology, you can use Augmented Reality (AR) or Virtual Reality (VR) and let people virtually try your product or see your product in their home! These emerging technologies allow people to envision their lives with this product, and to see how your product can help make their lives better.

Not convinced? Consider these facts:

• Did you know the brain can process images 600 times faster than they can skim and understand a line of text? The fact that we can recognize an image this quickly demonstrates that our brains are primed for visuals. Well selected visuals can be provocative, emotional, or eye-grabbing.

• According to studies by Xerox, color used in visuals makes your brand 80% more recognizable, making it the most powerful way to keep your brand and image consistent. What colors do you use for your brand? There’s plenty of research that you can tap into to decide. Overall, appealing to more senses can help make your brand “stickier,” or stronger and more memorable.

OUTRO: 

So, wanna take your brand identity to the next level? Invite customers to experience your brand through multiple senses. There are many different ways to reach people, so get creative.

CTA: 

We’re seeing more and more customers expect experiences, not just products. This week, think of one or two sensory experiences you could provide for your customers.

*Please note: the original transcript may not match the final video.

INTRO:

As a small business owner, finding great candidates might seem like a challenging task, but don't worry! There are several best practices to help you build your dream team.

BODY:

• Firstly, you'll want to define the role and responsibilities clearly. Before you start the hiring process, make sure you have a clear listing of the role and responsibilities of the position you're trying to fill. This will help you attract the right candidates and evaluate them effectively. Sometimes, an attractive or creative job title can help lure more interesting candidates. Just make sure it's accurate.

• Use multiple channels to reach candidates. Posting a job listing on your company website and popular job boards is a good start, but don't limit yourself to just one channel! Use social media, employee referrals, and professional networks to reach a wider pool of candidates.

• Screen candidates thoroughly and check their references. It's important to screen candidates thoroughly to ensure that they have the skills and qualifications you're looking for. This can include phone screenings, online tests, and in-person interviews. Before making a final decision, make sure to check references from past employers and colleagues. This'll give you a better understanding of the candidate's work ethic and qualifications. An online background check firm can set your mind at ease and at a surprisingly low cost.

• Consider cultural fit. While skills and qualifications are important, it's also important to consider how well a candidate will fit in with your company culture. People who enjoy each other's company consistently, are usually higher producers. Did you know? Studies show that employees who feel they're a good fit for their role and the culture of their company are about 36 percent more productive (Insight). Needless to say, a good cultural fit can lead to increased job satisfaction and employee retention.

• Finally, provide clear communication. Be sure to communicate clearly throughout the hiring process, from setting expectations to providing feedback to keeping candidates informed. You don't want to risk losing a highly qualified candidate, just because they were unsure of their application status.

OUTRO:

By following these best practices, not only can you increase the chances of finding the right candidates for your small business, but your business can become more fun and productive for everyone involved, too. Happy sourcing!