Integrating Brand Strategy Into Product Packaging
September 24, 2010 Leave a comment
We understand the importance packaging plays in purchasing decisions. Often the quality of the package is only one of the determining factors in the complex purchasing decision-making process. Perhaps the most important factor, however, is how well brand strategy is communicated and integrated at the point of purchase.
While it may seem difficult to incorporate the intangible aspects of brand strategy into product packaging, the first step in the process is obtaining a thorough understanding of the target market. Like all great, simple solutions, there is more to the story than age, race and gender. We need more information to create a connection with our buyers.
Here are a couple points to consider when integrating brand concepts and strategies into product packaging:
Functionality ~ does the packaging promote the product’s use?
Understanding how the target market uses the product is key. Learning how well the package facilitates the use of the product is helpful in identifying opportunities for improvement and product differentiation. A good example is Duracell’s repackaging efforts for its hearing aid batteries. Knowing their target market struggled to open the package, remove the battery and place it into the hearing aid, the company designed packaging to help their buyers use their product. They made it easy to change hearing aid batteries. Integrating functionality into the package redesign brought increased sales leading to brand loyalty.
Typically, products/brands are created to solve a problem within the market place, integrating functionality into product packaging as part of the solution helps communicate brand strategy.
Personality ~ does the packaging reflect the characteristics of both the brand and persons targeted to purchase?
Understanding the traits, behaviors and emotional characteristics of the target market is another important factor in integrating brand into packaging. Knowing what images, colors, textures and shapes appeal to the market is helpful in creating a connection with consumers. Presenting a consistent message between the product and package helps build confidence and trust in brand personality. A good example of this is when ATK, a company that makes bullets, launched a new bullet for duck hunters. The company integrated images and bright colors, into its package design, reflecting personality attributes of its target market. Integrating personality into packaging helped make this a new product launch a success.
Functionality and personality are important factors to consider when integrating brand strategies into product packaging. The benefits of learning more about target markets, and combining this information into product packaging are compelling. Increased sales, brand awareness, brand loyalty, and increases repeat sales all sound great!
Certainly, there are more criteria to consider than just functionality and personality. To learn more about the products discussed and additional criteria and methods, please see the resources listed below.
Duracell EasyTab
ATK Article
Design Matters // Packaging Book
We know it when we see it. It triggers a curious feeling, an impulse to pick it up, to touch it, and to bring it home with us. No, it is not a puppy! It is a great product -packaged with great care – in great packaging materials. Often, in the buyer’s eyes, the package the product is in, is synonymous with the product. People associate the quality of the product and the experience using the product with the packaging (marketing) the product is in. With packaging playing such an important factor in a product’s image and ultimately sales, here are five elements of packaging that helps to create a connection with the buyer.
“Seeing is believing, and perceiving creates realities“
