We talked about methods of uplifting your brand as a business from differentiation to personalization, but the way you present your product is also vital. From packing to labels, these things says a lot about your business and in that split of a second informs a potential customer to either buy or leave your product.
Packaging and Labeling
The role of packaging in business has become important in developing an image or brand and getting noticed by consumers. Packaging and labeling are vital in marketing and encouraging potential buyers to buy your product, which means failing to pay attention to the design of your packaging can decrease the attractiveness of your product and service and lead to failure in your business. Packaging can be quite complex, and requires a lot of research and planning. Based on the results of your research, you can start determining what the primary role of the package relative to your product will be; should it include aesthetic, quality, affordability safety, distinction or convenience.
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Packaging has four distinct marketing functions, it contains and protects your product, promotes your product, helps consumers use your product and facilitates recycling. In addition, your product’s label delivers your sales message and essentially provides information such as manufacturer of the product, date of manufacture, benefits you offer , how to use the product, and its handling. It is important to avoid lazy packaging, be sure to provide quality packaging to your consumers.
As you delve into packing and labeling, think about your target, the kind of products you are offering (size and shape) as well as positioning of labels. For example, if your product is geared towards teenagers, your packaging should be colorful and fun. Seeing as though the first thing your potential customers will see is your packaging, you could hire a consultant or a product development director to help you. However, that is not compulsory for a start up to come up with great packaging, seeing as though there are numerous resources online for you to research and get inspiration.
An example of a company that has successfully translated their brand into their packaging is Yswara, which creates luxury products using African resources and artisans while celebrating Africa’s heritage and culture. Their products include gourmet tea, chocolates and home and accessories collections. Founded by Swaady Martin-Leke, an Ivorian entrepreneur, Yswara is now available in 4 countries, France, South Africa, Cote d’Ivoire and Nigeria. When it comes to packaging, Yswara is exemplary, showing just how important packaging is to your brand.
Logo, brand colors and tagline
It is important to have a unique logo that speaks to your brand and story and then begin to place it everywhere you can. Make sure your log is simple, attractive and reflects your business. Here, you must also consider what your corporate colors are going to be. Choosing colors is actually more complex than you would think and require research. To find out more about what colors can work for your business click here.
Then there is brand messaging where you consider what key messages you want to communicate about your brand. This also includes coming up with your tagline, which should capture the essence of your brand.
As you strive to establish your brand, remember that consistency and quality are fundamental in success. As in everything else about business, do your research because brand developing can be an intricate process. Your brand is your identity and the foundation on which your business will strive.
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