Note: The following is an excerpt from 30 Ideas to Build and Live Your Brand. For a free copy of the complete book, click here.

Brands are not just brochures and logos. They are feelings. They connect with consumers on an emotional level. Those emotions are very much tied to and often triggered by our senses – sight, smell, sound, taste and touch.

Think about one of your favorite memories. Is there a certain scent or sound you associate with it? Does that memory pop up when you taste a certain food or see something special like a painting? Those are the same kind of sensory experiences you want consumers to have when they experience your brand.

That’s not always easy in financial services, because we are not selling tangible goods. But there are other ways to tap into those senses. Umpqua Bank allows some of its business partners to display their goods in its branches. In San Francisco, one of its partners puts out chocolates. A credit union in the southern part of the country pays someone to spend 20 hours a week baking at one of its branches so consumers smell baked goods when they conduct their financial business.

Our sense of smell is actually the most sensitive of the five senses, which means scent can have a powerful effect on consumer behavior. The human nose can distinguish more than 10,000 different odors, and studies have shown that 75% of emotions are triggered by smell. Scent is such a big deal in business that companies pay a lot of money for scent marketing. They brand their own scent.

A few years ago when Sony wanted to make women feel more welcome in its stores, it infused a customized scent of vanilla, mandarin, bourbon and other secret ingredients into its stores. Hunkemöller, a Netherlands-based lingerie retailer, increased sales by 20% when it added a chocolate scent to its stores.

What about sound? A colleague has admitted to me that sometimes she finds herself shopping in a local grocery store much longer than she intended because she enjoys the music piped into the store. She doesn’t even realize it until she finds herself singing along and then looks at her watch. Does she spend more money than she intends to? I’m willing to bet she does.

Humans are multi-sensory beings. We need to make sure we are tapping into as many of the five senses as possible to connect with customers and members. You don’t have to invest in your own branded scent or even pay someone to bake cookies at your branch office. Something as simple as brewing coffee or popping popcorn in a central spot of your branch can arouse the senses. The look and feel of a new car in the branch can invoke the sense of touch. The music you pipe in and the volume at which you play it can impact your audience’s behavior.

Just remember to be consistent. You want members and customers to look for these same sensory experiences every time they arrive. That’s how you connect with them on a deeper level.

Note: This article originally ran on the On The Mark Strategies blog August 13, 2015.