Marketing is the art of the four “Ps”: Product, promotion, pricing, and placing. Another overlooked “P” falls under the umbrella of “Product”: Packaging.
Packaging’s role in the customer experience is undeniable. Everyone is aware of the role it plays in protecting items contained within it. Fewer, however, appreciate its impact on the customer experience. It often leaves one of the first impressions of a brand on customers.
Here are a few of the ways packaging can help build a brand.
1. It Adds a Premium Feel to Your Brand
Tens of millions of packages are delivered across the United States daily. And the vast majority of these packages are boring.
Customers have become used to receiving orders in run-of-the-mill brown cardboard boxes covered in tape. Opening these boxes typically involves using a box cutter or scissors to break the seal, which is far from a memorable experience.
This lack of packaging differentiation represents a missed opportunity for companies to build their brand. By housing their products inside colorful packaging that opens uniquely, companies can stand out from the pack and instill in their customers that their products are higher quality than their competitors—even before the customer has used them.
2. It Can Reinforce Your Brand Values
Companies need more opportunities to engage their customers. In many cases, the relationship between a business and a customer ends when they receive their order.
Custom packaging offers companies a medium to communicate with their customers. The messaging could focus on the company’s mission or values. It could even be a simple “thank you” to the customer for choosing them. Some of the ways companies use custom packaging to communicate with their customers include:
- Handwritten letters
- Text written directly on the interior of the packaging
- Stickers
- Complimentary samples of other products
These are simple yet effective methods to leave a lasting impression on your loyal customers.
3. It Stands Out On Shelves
Despite the explosion in e-commerce activity over the past decade, in-person shopping still dominates overall sales. And unless your company is well-known, you need to find a way to catch the eyes of potential customers as they scan shelves in a store.
But attracting the attention of customers who prefer to shop in person isn’t simply slapping bright colors on your packaging and then calling it a day. Every component of the packaging should seek to engage customers who aren’t familiar with your brand. This includes:
- Simplicity: Customers should be able to understand what the product is and what it does quickly.
- Size: Customers generally don’t want excessive packaging since it takes up space.
- Shape: Try to understand the shapes your competitors often use for their packaging and come up with something similar.
- Texture: The packaging should have a unique feel when the customer touches it.
On top of standing out, the labeling on the package should help customers understand what separates the products within it from others adjacent to it on the shelves. Customers should have the information they need to make an informed buying decision after reading it.
4. It Can Signal Your Company’s Commitment to Sustainability
Each year, roughly 850 million tons of cardboard and paper are deposited into landfills. Discarded packaging makes up a sizable share of this waste.
Companies have two options: Sit on the sidelines or acknowledge their role in creating excess waste and take action to solve it. Fortunately, there are plenty of options for companies hoping to ship their products in environmentally-friendly packaging. This includes:
- Recyclable packaging
- Biodegradable packaging
- Compostable packaging
- Glassine Packaging
- Cellulose Packaging
Investing in sustainable packaging isn’t just the right thing to do. Many customers seek out brands dedicated to minimizing their environmental footprint. Companies can even take it further by featuring messaging about their commitment to sustainability in the packaging.
5. It Protects the Product Inside
Nothing can damage a brand’s reputation more than having a customer open a package only to find a damaged product. Even long-time customers can seek alternatives if their orders arrive in poor condition.
A customized package is designed with the product it will eventually protect in mind. This customization includes the dimensions of the packaging, the material used in building it, and the inserts added for additional protection.
Quality packaging protects from various sources, such as
- Breakage caused by a package being dropped, shaken, or crushed in transit from a 3PL warehousing facility to the end customer.
- Changing environmental conditions, including increases and decreases in temperature and moisture.
- Contamination from microorganisms, bugs, chemicals, and other toxins.
Consistently delivering high-quality products free of defects and damage will ensure that your customers are always satisfied with their purchases and view your company positively.
Building a Trusted Brand Pays Dividends
Brand image is powerful. A carefully cultivated brand will continue to generate sales over the years since customers will always know what to expect whenever your company introduces a new product or attempts to reach a new base of customers. Ensure your packaging amplifies your brand and keeps customers returning over time.
About the author
Jordan McDowell is a writer and content strategist. He specializes in technically-oriented B2B and B2C content for a number of digital companies.
