Thinking Beyond Brand Icon: Packaging Your Product
Written by Jason Dobson, Business & Creative Director, Contagious UK
I have always understood the desirability that great packaging can deliver to new brands; from our portfolio, Karizuwa Japanese Whiskey and Lind & Lime Gin are great examples that come to mind. But in response to new shopper habits— like an increase in omni-channel and at-home experiences— the bar has been raised on this front for new brands just now entering the fray.
A Product That Sells Itself— The Brand Icon
If you spent the last few months buttoning down your Business Plan and are only just getting started with your journey of brand conception to New Product Development, then know that you are going to have to work even harder for listings and attention.
In this highly competitive landscape, there are already a wealth of strong local and global brands, so how do you plan to make yours stand out? A great place to begin is by investing in packaging that makes your product your best storyteller— your number sales rep all wrapped up in a pretty package.
But don’t stop there. Here’s 3 quick insights to consider when packaging your brand icon:
1. Give Your Product A Personality
With much more emphasis on hyper-localization and source information, embrace the opportunity to dial-up on your brand’s “small batch” and “face-of-the-brand” personality, if you have them.
Take time to deliver your product details and brand story across multiple channels. This will not only arm your advocates with relevant conversations to hold with consumers but create new advocates for you through word-of-mouth and tasting opportunities.
2. Consider the Logistics
Your packaging— your brand icon — and how it lives has now changed. Positioning was previously tested on back bar and in retail and hospitality; now the in-home environment has been added to the stand-out test.
With the current challenges within the on-trade, you too are now facing new hurdles. Group and pre-batched serves, as well as single-use and closed sampling packaging are re-emerging in this socially distant landscape. Does your product’s packaging cater to these expectations?
3. Adjust POS for a Socially Distant Shopping Experience
Finally, don’t forget— if you are producing Point Of Sale (POS) marketing to support your brand and packaging, then it’s going to have to work much, much harder than anything you may have done or seen before.
POS is no longer there just to attract the eye. In a world of quick and online shopping, it’s job is now to support your pack design and brand by quickly imparting— from a socially acceptable distance or across crowded social platforms, the vital information and messages that consumers care about right now.
As if creating a brand icon wasn’t already challenging enough!
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