Many years ago, I was diagnosed with dyslexia. At the time, it wasn’t even a commonly recognised term. My experience as one of the first case studies at Aston University, Birmingham, opened my eyes to the challenges and opportunities that come with thinking differently. While dyslexia is often misunderstood, it’s also a gift—a way of seeing the world that’s wired differently. Richard Branson has called it his superpower, and Joe Malone has shown how sensory experiences can transform a business. So how can embracing the five senses elevate your business? Let’s dive in.
The Hidden Superpower of Dyslexia in Business
Dyslexia often comes with strengths that are invaluable in business. Research suggests that 40% of billionaires are dyslexic, with notable examples including Richard Branson and Charles Schwab. Dyslexics are known for their creativity, problem-solving skills, and ability to think outside the box. These qualities help simplify complexity, focus on core elements, and capitalize on opportunities. But one of the greatest gifts dyslexics bring to the table is their heightened use of the senses, which can benefit businesses in powerful ways.
Multi-sensory Marketing: A Winning Strategy
Sensory branding, or engaging all five senses, creates memorable experiences and deeper emotional connections with customers. The goal is to evoke feelings, memories, and loyalty that go beyond the rational mind. Dyslexics often excel in this area because they naturally rely on sensory information to navigate the world.
How to Use the Five Senses in Your Business Model
Sight: Create Visual Impact
– Use colours strategically. Bright, bold colours can evoke energy, while muted tones can create calmness.
– Incorporate appealing visuals in your branding—logos, packaging, and social media.
– Ensure your space (physical or digital) has an inviting design that aligns with your brand message.
Sound: Set the Tone
– Music can enhance mood and behaviour. For instance, upbeat tunes in retail encourage purchasing, while soothing sounds in spas promote relaxation.
– Consider how your brand sounds—does your advertising stick in people’s minds? Are customer interactions warm and engaging?
Touch: Invite Interaction
– Allow customers to physically engage with your products. Texture can make a lasting impression, like the feel of high-quality packaging.
– If you’re an online business, focus on creating a tactile experience with detailed product descriptions and 3D visuals.
Taste: Spark Curiosity
– If your business involves food or drink, offer samples or unique flavour combinations to create a memorable experience.
– Non-food businesses can tap into taste indirectly—think of how Coca-Cola ties its branding to the feeling of refreshment.
Smell: Build Strong Associations
– Smell is closely tied to memory. A signature scent can make your brand unforgettable, like the aroma of fresh coffee in a café or lavender in a spa.
– Be subtle yet intentional—don’t overwhelm your customers.
Why This Matters: Lessons from Dyslexic Entrepreneurs
Joe Malone, a creative powerhouse, has harnessed her dyslexia to build a sensory-driven empire. Similarly, Richard Branson has shown how unconventional thinking and bold action can lead to remarkable success. Dyslexic individuals often overcome challenges by developing unique coping strategies, like simplifying complex problems, which translate into skills highly valued in business.
When you engage multiple senses, you create a memorable and immersive experience for your audience. This is especially important in today’s competitive market, where customers are bombarded with choices. By appealing to their senses, you stand out and foster loyalty.
Key Takeaways for Businesses
– Leverage Creativity: Visualise possibilities and design unique experiences. Dyslexic entrepreneurs often excel at this.
– Communicate Clearly: Simplify complex ideas into compelling messages.
– Adapt and Lead: Use your resilience to inspire and motivate your team.
– Fuel Passion: Harness curiosity to fuel innovation and growth.
Building your business with a sensory approach isn’t just for dyslexics—it’s for anyone who wants to connect deeply with their audience. Whether through sight, sound, touch, taste, or smell, engaging the senses helps create a powerful brand story and lasting impact. So, as you think about your business, ask yourself: How can you make it a feast for the senses?
By embracing these strategies, you’ll create not just a business, but an experience that customers will remember—and return to—time and again.