Branding: Connect Customers to Your Brand with Packaging

Branding goes beyond your logo and website.

Your brand is more than a logo and website. It’s the essence of who you are as an organization. It’s your core message, your value proposition, and all of your marketing materials working together to tell a story—your story.

Branding consists of making all those pieces work together.

Every piece of your brand, including your packaging, needs to work together in telling your story.

When you’re selling a product, your brand packaging needs to be consistent with every other piece of branded material. How do you do that, though?

Here are some things to consider when it comes to branding your products’ packaging:

Brand Colors

Depending on what your product is and where you are selling it, you may be tempted to use bright and bold colors to catch consumers’ eyes. Unfortunately, this isn’t the best move.

Why?

Well, you want consumers to recognize your products because they are yours. When you start using colors that aren’t part of your branding identity, then consumers most likely won’t recognize the packaging or connect the product to your brand.

As you design and think about your packaging, use your brand guidelines and brand colors to your advantage.

Logos

Adding your logo to product packaging will help consumers connect the product to your brand. While you might be tempted to modify your logo to attract consumers, you might end up creating a disconnect between your brand and It crucial to have your logo on your packaging, so consumers can better connect with your products.your consumers.

 

The only time your logo should really change is when you go through a rebranding. For consistent branding and to better tell your brand’s story, use the same logo on your packaging as you do on all marketing materials.

According to your brand guidelines, you might have a couple of variations of your logo design like inverse color or a black and white version. One of these variations may work better for your packaging and help your logo stand out more.

Typefaces

If you’re constantly changing around your typefaces, then consumers may have a difficult time connecting your brand with your products.The typefaces you use for your product packaging should match those of your brand.

 

With packaging, you may need to use a couple of different typefaces to get your message across and to attract consumers’ attention. For your branding to be consistent, you need to use the same fonts and type treatments that you always use, which might mean your branding identity needs to include a few different typefaces.

By using the same typefaces for every message you send, including on your packaging, consumers will connect with your brand.

Messaging

Your brand has a unique voice. The words and tone you use in your messages is a crucial part of your branding.

When you post something on Facebook, send out an email, or even direct traffic to your website, you’re sending a message. It’s more than just words. It’s the tone of those words and the spirit behind them that makes your brand’s voice so unique.

In order to connect consumers with your brand, you need to carry that same spirit through the messaging on product packaging.

That means don’t use words you wouldn’t normally use in your content and don’t change the tone of voice just to try and get a quick sale.

Branding: Connecting with consumers through packaging

Your packaging is part of your branding. Just like your logo and website, product packaging helps tell your brand’s story. When you use all of your brand elements like colors and typefaces on your packaging the same way you would on a business card or a sales slick, you connect consumers to your brand.
Branded packaging all starts with a strategic marketing plan. Are you ready to make your brand and packaging iconic?

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Carolyn Byard