With so many direct-to-consumer products hitting the market, especially via ecommerce, you need to think outside the box (or, rather, inside it) to differentiate yourself from the pack. Products need to not only arrive safely and look good but communicate a personal touch and message that will make them impossible to forget. Your product’s packaging is your first chance, and sometimes your only chance, to make a powerful impression.
To understand how businesses have leveraged packaging as a branding tool, we asked five industry leaders and founders. Their insights range from impressing potential customers to displaying your commitment to sustainability. Dive into their unique perspectives on the impact of packaging on customer loyalty and brand recognition.
"As a branding and packaging design agency, we conduct extensive consumer testing, and we can assert with confidence that the package is the most prominent branding element in retail stores. Despite having substantial marketing budgets, the number of people who come across the product on store shelves far surpasses what is seen on TV, social media, or other marketing channels."
"When your packaging is strategically designed for optimal performance, you can anticipate a higher number of people trying out your product during the trial phase, giving it a chance to impress potential customers".
Jason Vaught, Director of Content, SmashBrand
"I've found that one of the most important things to consider when it comes to branding is what kind of customer experience you want your company to have. For example: If you're selling a luxury brand, you might want your packaging to reflect that—with expensive-looking materials and an upscale look. Or if you're selling a product with a cool, casual vibe, then maybe you'd want your packaging to reflect that too—with bright colors and lots of fun patterns."
"In my case, I wanted my customers to feel like they were getting something special every time they bought from me. So that's why all of my products come in beautifully designed packaging with a handwritten note from me on top! It helps ensure that each customer feels like they're getting something personal and special when they buy from me—and it makes them more likely to come back for more"!
Dr. Hamdan Abdullah Hamed, Board-certified Dermatologist and Co-founder, Power Your Curls
"As a CEO, I have recognized the power of packaging as a branding tool and have strategically utilized it to enhance customer loyalty and brand recognition. Our packaging is not just a means to deliver products; it extends our brand identity and a crucial touchpoint with our customers".
"To begin with, I invested in high-quality, visually appealing packaging designs that align with our brand's values and aesthetics. Our packaging design showcases our logo, brand colors, and key messaging, creating a cohesive and memorable brand experience for customers. I believe that the unboxing experience should evoke excitement and delight, leaving a lasting impression".
"Moreover, I have incorporated sustainable and eco-friendly packaging materials wherever possible, reflecting our commitment to environmental responsibility. This aligns with the values of many of our customers who appreciate our efforts toward sustainability, resulting in a positive impact on customer loyalty".
Sai Blackbyrn, CEO, Coach Foundation
"Our business has utilized personalized packaging as a branding tool to create a unique and memorable brand experience for our customers. By offering options for personalized packaging, such as adding customers' names or special messages, we have fostered a sense of exclusivity and personal connection. This has had a significant impact on customer loyalty as customers feel valued and appreciated".
"Additionally, personalized packaging serves as a word-of-mouth marketing tool, as customers share their personalized unboxing experiences on social media, increasing brand recognition and attracting new customers".
Yoana Wong, Co-Founder, Secret Florists
"One unconventional example of this is my client's eco-friendly clothing company, which packages its products in reusable canvas bags instead of traditional plastic packaging. This not only aligns with our commitment to sustainability but also serves as a practical and fashionable accessory for our customers".
"By using these canvas bags, we have created a memorable and distinctive packaging experience that encourages customer loyalty. Additionally, the use of reusable bags promotes positive word-of-mouth marketing as customers become brand ambassadors while using them in their daily lives".
Steve Dinelli, Founder, MarketerInterview.com
Smilo Baby Products and Uniontown Brewing are just two of the many companies and small businesses that utilize packaging as a branding tool for their companies.
Are you a new or start-up business, or an existing business looking to grow your sales and profits while reducing costs? Do you have a direct-to-consumer product that needs to make its mark and be able to utilize packaging as a branding tool for your company? Call 877-522-6937 or contact Ashtonne to see what unique and cost-saving solutions we can custom design for you!