In a competitive market place, product packaging and branding can mean the difference between success and failure – that’s just a fact. Gone are the days when packaging is merely a vessel for product delivery; and while the quality of packaging is important for protecting your product and ensuring effective delivery, the combination of packaging and branding is essential for attracting and retaining customers. Today, even small business owners and start-ups rely on effective packaging not only as a marketing tool for their product but also to communicate the value and quality of that product to their customers.
Indeed, packaging is a powerful tool that allows all business owners (no matter the size of their company or the budget behind them) to stand out from competitors. A thoughtful approach to branding that includes market research and competitive analysis allows product developers to design packaging that is attractive, effective, and unique. Ideally, your packaging alone will attract buyers – knowing your audience, your market, and your competitors give you the power to design powerful product packaging that sells.
Branding goes hand in hand with packaging. Associating your product with a strong brand can ensure long-term success. Consider some of the most well-known brands such as Nike and Coca Cola – people purchase their products in part because of the power of the brand. Can we speak to the quality of Nike products, or are we familiar with the brand? Do we drink Coca Cola because it tastes better, or because we are familiar with the brand? The quality of the product certainly influences the success of the brand, but a well-developed brand presence can often be more predictive of market success than the product itself.
Also, packaging and your brand are key components in your communication strategy. Inside and out, your brand can be conveyed through packaging and help you build strong relationships with your customers. Packaging that is eye-catching and representative of your product, company, and ultimately your brand establishes and reinforces customer relations. Durable packaging also conveys a sense of quality which allows your customers to trust that you care about your product and by extension their experience of your product.
Most importantly, the best packaging and branding elicits a positive emotional response from your customer. From their first visual encounter with your packaging until the moment they open the package and unveil your product, effective packaging can create a memorable experience. Anticipation, excitement, and ultimate satisfaction are emotional experiences that can be conveyed through excellent packaging.
Remember, packaging is much more than a vessel for a product – it is one of your first points of contact with your customer. It communicates the value of your product and establishes your relationship with your customer. Never underestimate the importance of packaging and branding.