Introduction
A successful brand in today’s marketplace requires the use of a well-planned brand strategy and a powerful product packaging design. These two facets combine to form a unified brand experience capable of appealing to customers’ hearts. Ecompapi, a 360-degree Digital Marketing Agency, and Australia’s #! brand strategy agency will consider the point where brand strategy meets product packaging design in this blog post, showing how these can be combined by businesses to build a bold and unforgettable brand.
Understanding Brand Strategy
What is Brand Strategy?
Brand strategy is an all-inclusive scheme that details how a brand will look like on the market. It entails defining the mission, vision, values and unique selling points (USPs) of the brand as well as coming up with ways in which these aspects will be communicated effectively to reach out to target audiences.
Importance of Brand Strategy
- Consistency: A solidly built brand strategy ensures that there is consistency throughout all forms of media.
- Differentiation: By emphasizing peculiar features and principles, it differentiates the company from other players in its industry rivals.
- Customer Loyalty: Customer trustworthiness is promoted by having a strong branding policy.
Statistic: Lucidpress claims that a 23% revenue increase can be achieved through maintaining a consistent brand appearance across all platforms.
Product Packaging Design Role
What is Product Packaging Design?
The term “product packaging design” refers to the outside appearance of a product, including choices made on material, graphics, colours and fonts used on wrapping paper, boxes, cans or bottles. It acts as a practical tool besides being an advertisement that helps convey brand identity and influence consumer behaviour.
Importance of Product Packaging Design
- First Impressions: It is important for packaging to create a good first impression because it is often the first physical contact between the customer and the brand.
- Brand Recognition: Effective packaging design increases brand recognition and recall.
- Customer Experience: If well designed, packaging can make customers’ experience more functional, and good-looking as well as reveal the company’s values.
A study by Ipsos found that 72% of consumers say that packaging design influences their purchasing decisions.
Making a Brand Experience That Makes Sense
Uniting Brand Strategy with the Design of Product Packaging
To create a cohesive brand experience, it is important for companies to align their brand strategy and product packaging design. Here’s how you can achieve that:
Maintain Consistent Visual Identity
- Keep the visual elements of your brand such as logos, colours and typography same across all packaging designs.
- Logo Placement: Place the brand logo conspicuously on the package to refresh its recognition.
- Colour Scheme: Have a unified colour pattern which meets your brand personality.
Example: Coca cola uses red color and logo consistently in all its products thus enhancing its identity and recognizing it easily.
Reflect Brand Values
Your packaging should reflect the core values and mission of your brand. If sustainability is a key value, consider using eco-friendly materials and highlighting this on your packaging.
- Material Choice: Choose materials that represent what you mean to be, whether it is sustainable, affluent or inventive.
- Messaging: Utilize packaging as a way of presenting significant things about the brand’s values.
Statistic: This find comes from the Trivium Packaging survey which reveals that 74 per cent are willing to pay extra money for renewable packages.
Tell a Story
Packaging is an opportunity to reiterate your brand’s narrative and strike emotional chords with your clients. Make use of graphics, texts, and designs to bring out the story behind your brand.
- Elements of Story: These may include aspects that speak about the history of your brand, its mission or even the journey of the product.
- Engagement: The packaging should aim at drawing the consumer in through interactive features and visuals.
Example: Ben & Jerry’s uses its packaging as a medium for social justice campaigns which are consistent with sustainability concerns and ethical sourcing practices.
Enhancing the Customer Experience
Functionality and Convenience
Packaging should be functional and convenient in addition to being visually appealing.
- Ease of Use: Develop packaging that can be easily opened, used, and stored by anyone in need of using it.
- Protection: Have packaging that ensures product safety during transport as well as storage.
Example: Apple’s packaging has always been characterized by sleek design as well as ease of usage thus enhancing customer experience while unpacking their products.
Emotional Connection
Packaging that creates an emotional connection with consumers can enhance loyalty and lead to repeat purchases.
- Personalization: Personalize packaging with names, messages, or unique designs to make consumers feel special.
- Aesthetics: Use aesthetically pleasing designs that evoke positive emotions.
Statistic: According to a study by Harvard Business Review, emotionally attached customers are more than twice as valuable as highly satisfied customers.
Interactive Elements
The incorporation of interactive elements in the packaging can increase consumer engagement and create a lasting impression.
- QR Codes: These should be included on any package for scanning by clients who desire to know more about the product or get exclusive content.
- Augmented Reality: This will help you use augmented reality (AR) features thereby creating interactive experiences.
Example: McDonald’s has integrated AR technology into its Happy Meal packaging such that it provides children with fun and playful options, thus increasing their involvement while strengthening the brand connection
Real-Life Example: A Case Study
A Case Study: Lush Cosmetics
Lush Cosmetics is such a brand that skillfully intertwines its brand strategy with packaging design for its products. The ethical sourcing and sustainability of Lush are manifested in their packaging design. The minimalistic, eco-friendly packages contain information about the brand’s beliefs and corporate mission.
- Sustainability: To package their products, Lush uses recycled materials.
- Brand Messaging: This includes information on animal testing and fair trade support provided by the company in its packaging.
The outcome is a unified and compelling brand experience that relates to customers and increases their loyalty towards a brand.
Conclusion
The intersection of brand strategy and product packaging design is paramount in creating a unified, hard-hitting brand experience. Through its consistent visual identity, connection to brand values, engaging narrative and improved customer experience, businesses are able to create a well-branded image that remains unforgettable.
Partnering with an expert brand strategy agency and using professional product packaging design services is one way for companies to achieve this goal. Ecompapi is a 360-degree Digital Marketing Agency rendering comprehensive branding and packaging design solutions customized to suit your particular needs. Unite your brand’s strategy and packaging plan reaching out to your consumers’ minds forever.
