Short answer
The right brand scent is not by definition the scent that most people find "nice". First and foremost, it must suit the identity, architecture, target group and function of the space.
Start with what your brand is not
A surprisingly useful exercise is ruling things out. A brand might say, for example: not sweet, not classic hotel-like, not too floral and not too masculine.
That creates direction more quickly than a long list of abstract positive words.
Look at the visual world
Colours and materials have no objective scent, but people do make crossmodal associations. Dark wood, brushed metal and warm lighting can make different scents credible than white natural stone, glass and cool daylight.
A good scent reinforces what the space already communicates, or deliberately creates an interesting contrast.
Think about the audience without clichés
The target group is relevant, but avoid simple rules like "women love flowers" or "men love wood". Scent preference is much more personal and culturally dependent.
Instead, use target group information to understand the context: length of stay, reason for visiting, sensitivity to stimuli, expectations and brand references.
Choose on atmosphere, not just notes
An ingredient list is not a scent experience. Two scents with bergamot, cedar and musk can smell completely different due to dosage, quality, structure and supporting materials.
So assess words such as airy, creamy, mineral, dry, sparkling, soft, dark or transparent alongside the classic notes.
Test the match
Have a small group assess the scents not just on "nice/not nice", but on brand fit. Which scent feels most recognisable for the space? Which option suits the service, the interior and the desired price level?
Don't forget the technical reality
An elegant scent that barely projects in a heavily ventilated space may be less suitable than a composition that diffuses more stably from a technical point of view. Brand fit and technical performance must be assessed together.
The best choice feels logical in hindsight
A strong brand scent doesn't have to be spectacular straight away. Often the better choice is the one that still matches the space after an hour and doesn't become tiring after months.