Finding Your Brand's Signature Scent: What My Perfume Journey Taught Me About Brand Identity
Sometimes the best business insights come from the most unexpected places. Here's what 50 fragrance samples taught me about building an authentic brand.
The Journey I Never Expected to Take
I decided 2025 would be the year I'd find my perfect perfume scent. I've never been big into fragrances, but when I received a sampler for Christmas with about 50 different options to try, I thought, "Why not?"
What followed was quite the journey. Each scent told a completely different story—some too sweet, some too bold, one that smelled exactly like my grandmother's perfume (a surprise throwback that made me smile), and a few that felt almost right but not quite there.
But when I finally found the one, I knew immediately. It wasn't a surprising choice for me—a perfect blend of citrus and floral that just felt right, like it was made for me. Natural, authentic, unmistakably me.
As I was reflecting on this process, it struck me: Finding the right perfume is remarkably similar to defining a business's brand identity. And there are some powerful lessons here for any founder struggling to find their brand's voice.
What 50 Fragrances Taught Me About Branding
1. Your Brand Tells a Story Before You Say a Word
Just like a fragrance, your brand communicates something about who you are the moment someone encounters it. Are you bold and daring like that intense amber scent? Or are you approachable and comforting like a soft vanilla blend?
The lesson: Defining your brand's personality isn't optional—it's critical to connecting with the right audience. Your visual identity, tone of voice, and even your pricing all tell a story about what kind of business you are.
Ask yourself: What story is your brand currently telling? Is it the story you want to tell?
2. Experimentation Is Part of the Process (And That's Okay)
Finding my "signature scent" took time, testing, and honestly, some misses. I had to try fragrances that were completely wrong for me to understand what felt right.
Similarly, for businesses, branding requires exploring different strategies, messaging approaches, and visual directions to discover what truly resonates with your audience. That process of elimination isn't failure—it's market research.
The lesson: Don't expect to nail your brand identity on the first try. The founders who find their authentic voice are usually the ones who weren't afraid to experiment and refine.
Your homework: What have you tried that didn't work? What did those "misses" teach you about what does work?
3. Authenticity Trumps Trendy Every Time
Here's what surprised me most: The perfect perfume for me wasn't shocking or unexpected. It was exactly what felt true to who I am—fresh, approachable, with just enough sophistication to feel intentional.
For your brand, the same principle applies. The most effective branding isn't about being flashy or chasing trends; it's about being authentic and leaning into what makes you genuinely unique.
The lesson: Stop trying to be the brand you think you should be. Start being the brand you actually are.
Reality check: Are you trying to sound like everyone else in your industry, or are you letting your authentic personality shine through?
4. A Lasting Impression Is Everything
Just as a great perfume lingers in a room after you've left, your brand should leave a lasting impression long after the first interaction. It's not just about being memorable—it's about being memorable for the right reasons.
This means creating a consistent, cohesive experience across every touchpoint. Your website, your social media, your customer service, even your email signature should all feel like they come from the same authentic place.
The lesson: Focus on creating a consistent experience that keeps people wanting to know more about you and your business.
Audit time: Does your brand feel the same across all platforms, or does it have multiple personalities?
Why This Matters for Your Business Right Now
For small-to-medium-sized businesses, finding your "signature scent"—your authentic brand identity—might feel daunting. There are so many options, so many directions you could go, so many competitors doing something different.
But here's what I learned from my perfume journey: The right choice feels right immediately. When you find authentic branding that truly represents who you are and what you stand for, you know. Your customers know too.
The rewards of standing out while staying true to who you are are absolutely worth the effort and experimentation it takes to get there.
Your Brand Identity Action Plan
Ready to find your business's signature scent? Start here:
Week 1: Story Audit
Write down what story your brand is currently telling
Ask three trusted customers what personality they associate with your brand
Identify any disconnect between who you think you are and how you're perceived
Week 2: Authentic Voice Exercise
Describe your business as if it were a person at a party
List 5 words that genuinely describe your approach to business
Write your "About" section as if you're talking to a friend
Week 3: Consistency Check
Review all your customer touchpoints (website, social, email, packaging)
Note where your brand feels cohesive and where it feels scattered
Create a simple brand voice guide for consistency moving forward
Week 4: Test and Refine
Try new messaging with a small audience
Pay attention to what feels natural vs. forced
Keep what resonates, refine what doesn't
Finding Your Perfect Blend
Like finding the perfect fragrance, discovering your authentic brand identity is a process of exploration, experimentation, and ultimately, recognition. You'll know when you've found it because it will feel like you—just the very best version of you.
And just like a signature scent becomes part of how people remember you, your authentic brand becomes part of how customers connect with and choose your business.
Going through this brand discovery process right now? I'd love to hear about your journey. As someone who helps product-based founders find their authentic brand voice every day, I know how challenging (and rewarding) this work can be. Whether you're just starting to explore your brand identity or ready to refine what you've built, let's chat about finding your signature approach →
