The human brain is constantly processing an endless stream of stimuli, and brands must understand how to take advantage of this reality. Whether through images, sounds, scents, or stories, brands create experiences that not only capture our attention but also evoke emotions, influencing our decisions. But how does this process work? The example of a new café that recently opened in my city clearly illustrates how brand stimuli shape our connection to products and services.
Recently, another café opened in the city, by the seaside, like so many others that line the Foz do Douro. Although new cafés open regularly, this one managed to achieve something different. The buzz started before the grand opening, with constant shares on social media, and the anticipation grew. But what made this café stand out and attract so many people? The answer lies in the various ways brand stimuli were used to create an emotional connection and a memorable experience.
This new café is owned by three people well-known in the community for their friendliness and willingness to help others. From the very beginning, the reputation they had built created a positive predisposition towards the café. Even before we visited, there was already an emotional connection with the brand and a sense that it would be a welcoming environment. Social media marketing campaigns further reinforced this connection, subtly working on our memory of the brand. As a result, the café, even before it opened, was already etched in everyone’s mind, associated with something familiar and pleasant.
Upon entering the space for the first time, we are immediately enveloped by a series of sensory stimuli. The aroma of coffee, the simple yet modern design, the background music, and the sea view all create an atmosphere that makes us feel rewarded for being there. These details generate a sense of pleasure that goes beyond the coffee itself. It’s a dopamine activation—the neurotransmitter linked to pleasure and reward—that is triggered whenever we experience something positive.
The strong presence on social media also played a crucial role in how the public responded to this café. Seeing friends and acquaintances frequenting the place made it a symbol of social approval. The desire to be part of this group and share the experience was heightened by photos and videos of artistically decorated lattes and moments spent at the café. The brand was subtly integrated into our routine even before we visited the space. This demonstrates how social media not only amplifies visibility but also reinforces the desire to belong to something.
An important detail in the experience at this café was the presence of the owners themselves in the first days after the opening. In a world where founders often distance themselves from the business quickly, here they were present, creating an authentic connection with the customers. Asking directly for feedback and listening to their opinions generated a sense of appreciation and belonging, which was crucial for building a lasting emotional relationship between the brand and the consumer.
Sensory branding was also an essential part of this strategy. The takeaway cups and packaging are carefully designed in a way that makes the customer want to be seen with them. Subtle details, such as inspiring phrases on the packaging, extend the café experience beyond the moment of consumption. This type of branding creates an emotional connection that goes beyond the four walls of the establishment, associating the product with positive moments and emotions.O branding sensorial foi também uma parte essencial desta estratégia. Os copos de take-away e as embalagens são cuidadosamente desenhados, de forma a que o cliente queira ser visto com eles. Detalhes subtis, como frases inspiradoras nas embalagens, prolongam a experiência do café para além do momento de consumo. Este tipo de branding cria uma ligação emocional que se estende para além das quatro paredes do estabelecimento, associando o produto a momentos e emoções positivas.
This café exemplifies how a brand can use sensory, emotional, and storytelling marketing strategies to stand out. The experience it offers goes beyond the product: it engages the consumer emotionally and sensorially, creating lasting memories and a deep connection. When we manage to associate a brand with positive moments and a sense of belonging, it becomes more than just a business – it becomes a part of our routine and our lives.
Although this café is near my home, it could be at anyone’s doorstep. The way brands use sensory, emotional, and social stimuli is not exclusive to this place; it is a strategy that can be applied to any business looking to create deep connections with its customers. And by doing so, the café becomes more than just a place to have a drink – it transforms into a space where memories are made and emotions are stirred, no matter where you are.
Article written by Benedita Santos, Neuromarketing and Strategy at WYperformance, published in the magazine Meios e Publicidade.
