Creating a True Brand

How does packaging and labeling help create a true brand?

Innovative packaging is an effective tool that can give all brands a competitive edge. Products with outstanding shelf appeal have a greater chance to attract consumer attention and encourage purchase.

But it goes farther than just the shelf. Brand owners have to consider what happens when the product goes home. How will the packaging perform throughout the entire lifecycle of storage, use, and disposal?

Establishing, holding onto, and growing SKU strength depends on developing packaging and decoration solutions as part of a longer-term brand strategy. From product quality to supply chain management, branding to packaging and decoration, these elements all must work in concert.

In the end, while packaging decoration represents only a fraction of the total packaging cost, it is the last chance to communicate the brand to the consumer. That’s why packaging decoration success hinges on effective execution.

Design a label before the container is finalized and you might just be ensuring the prospect of a redesign or missing a launch target date. With a complex supply chain, it’s important to leave a seat at the table for everyone early in the process for major projects. When the brand owner, packaging designer, container supplier, label/package printer, and manufacturer/co-packer are all involved early, you assure the overall success of winning at the moment of truth.

Understanding consumer desires and perspectives are critical elements to building a brand. They have to be reflected in the packaging and labeling.

Age-neutral packaging is an example of how to extend the reach of a brand. It’s well documented that most markets have an aging population that continues to grow. So, it’s important to design packaging that is age-neutral. Creators of packaging concepts need to align elements of their designs with the demands of this market segment. Graphics should be legible and the packaging shape needs to be ergonomic. As for functional aspects such as easy-open and re-closure features, they need to be suitable for older people to use without difficulty.

John Giesfeldt, Senior Manager-Marketing