For centuries, perfumers have told stories through scent, recreating magical experiences, evoking memories and emotions and transporting us to other worlds. How do you harness that power and apply it to a brand? This chapter outlines the multifarious benefits and challenges of using scent, and how to employ smell successfully to build strong and symbiotic relationships between brands and their audiences. The chapter concludes by outlining the principles essential for the successful use, design and implementation of olfactory experiences: authenticity, intensity, quality, suitability, multisensory, and the importance of creating and using bespoke or ‘signature’ scent.