Complete Brand Packaging Begins With The End In Mind

A lot of time and resources are spent on branding efforts.  Brand recognition and brand loyalty are considered assets and are tracked and measured. We chose images; colors, shapes and text that we believe will help communicate the kind of experience our target market is going to have when they purchase our products.  In short, we are making promising to our customers and working to earn their trust.

Earning trust is a difficult task and once we entice a customer to buy, delivering on our promises becomes critical.  One strategy to build customer confidence is to incorporate marketing messages into product packaging.  Most purchasing decisions are made in store and the package presentation is the first concrete opportunity to continue delivering on brand experience promises.

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After a purchase is made the product goes home with our buyer.  The next interactions include, opening the outer package, looking at and unpacking the accessories, making sure all components are included, assembling/hooking up/setting up the product and reading the directions.  Each of these interactions is communicating messages about our brand.  The more complicated and difficult these steps are, the less loyal we tend to be about the brand we just purchased.

When considering the brand experience we would like our buyers to have, it is important to think about how the package influences brand perceptions.  Some points to keep in mind when thinking about complete brand packaging include:

• Product presentation – what is the initial impression at point of purchase
• Production protection – what level of tamper resistance is needed
• Product placement – how will the product be placed for purchase
• Ease of use – the ease of opening, accessory layout and instructions
• Product enhancement – how can the package facilitate the use of the product

It is important to consider how end users will interact with our products. The way in which the product is packaged can be a useful tool to communicate brand strategies.