Date: October 5, 2020 | Category: Quality | Author: Seth Richtsmeier
When you think about your products, what sets them apart from others in the industry? Are they more durable than the competition? Do they have better features or a more user-friendly design? Why should customers choose you over another company?
By answering these questions, business leaders can begin to establish a brand identity. Just as people have different personalities, so do brands. Ideally, your brand’s identity should click with that of your customers. It should also be readily apparent in all interactions your audience has with the company – each customer touchpoint must conform to brand identity, from customer support to product delivery.
Understanding the Impact of Brand Identity
Many businesses understand the basics of branding and packaging, which includes choosing the right colors and logos to visually represent the company. While this is a good start, it only scratches the surface of all that’s included when building brand identity.
Brand identity encompasses everything that sets one company apart from another. It’s more than products and services; it’s how a company delivers on those services. How a company meets expectations, connects with customers, defines its values – all these factors define a brand’s identity. A company with a strong identity that is known for providing exceptional service and support and remaining true to its values will make customers feel more confident doing business with them.
The Importance of Brand Packaging in Building Brand Identity
Have you ever received a package in the mail, only to open it up and discover that the item you purchased was broken? The most important role of packaging is to protect an item during transit, whether it’s being shipped across the world or simply needs to survive a car ride home. Look for options that fit the needs of the product while also fitting in with overall brand values. For example, if your company is committed to sustainability, select materials that are easily recyclable and renewable.
Remember that brand packaging is an extension of your product identity. A negative unboxing experience will reflect poorly on the entire brand. Alternatively, a surprisingly positive experience will stay in people’s minds when it’s time to consider their next purchase.
Top Considerations for Print Packaging
There are many considerations to keep in mind when developing print packaging and branding. Ultimately, the customer and their experience should be top of mind when selecting packaging options.
Since the most important job of packaging is to protect the product, consider the weight of the items being shipped, the durability of materials used, and which types of filler will best protect products without leaving a mess for customers to clean up after opening.
To build a truly inclusive brand identity, think about challenges faced by consumers and how your packaging can solve them. Including braille text on the packaging, for instance, can allow those with visual impairments to read important information on the package. Similarly, large, easy-to-read fonts can help customers know what they’re getting.
Ease of Use
This goes along with accessibility, but each customer should be able to easily open the packaging to retrieve the product inside. Ever wrestled with an item encased in tight plastic like a Jurassic mosquito stuck in amber? Packages should be designed to be easily opened with standard tools like scissors. If a product is too difficult to open (like anything packed in plastic clamshells), this can create a frustrating unboxing experience.
If instructions are necessary to open the package or to operate the product, it’s also important for those instructions to be easy to find, read, and understand.
Your branding and packaging go hand in hand. This is a great opportunity to include your logo, company colors, taglines, and any other identifiers. As soon as people see the package, they should be able to recognize where it’s from. Think of the signature smile that accompanies an Amazon box or the nearly all-blue box from Chewy.com. A quick identifier that lets customers know exactly where a package is coming from without having to open the box.
Every line of text represents your brand identity, so make sure it’s all accurate! A single misspelling on thousands of boxes can have expensive repercussions. Error-free packaging is vital to maintaining your image as a trusted authority and leader in your industry.
You also must ensure that all information included within the packaging is correct. If there’s a user manual or guide, bullet points should be accurate and make sense.
Building a Cohesive Packaging and Branding Identity
Now that you understand the impact of brand identity and how to go about establishing it through packaging, it’s time to put these lessons into practice. Sit down with team members across the organization to get a sense of how they define the overall brand. Which words, themes, and values stand out the most? Then, gather customer data to see what they prioritize when choosing a company to work with. Finding the points of intersection is the key to building a cohesive identity that connects with audiences and remains authentic to the company.
Your packaging and branding identity should always align product identity, as well as with customer demands and expectations. Make sure that you see every option from the customer’s perspective to ensure a positive overall experience that reflects well on the entire organization.
Want to overhaul your brand’s packaging but need some help with the details? Request a personalized demo to transform your company’s quality control process.