The Connection Between Packaging Industry & Brand Identity

What’s the first thing that comes to your mind when we mention Heinz Ketchup? Usually when we ask this question, some respondents refer to its taste, which reminds them of fresh and ripe tomatoes.

However, majority of them will mention the distinctive bottle shape. In fact, for some people the product’s packaging is really what separates it from the rest.

Brand Identity and Packaging

A marketing professional will tell you that packaging is an important component of a brand’s image and identity. It makes sense since packaging is the first thing that people notice when they enter a store to purchase a product.

An attractive packaging with unique design can immediately strike a chord with the customers and lead to an increase in sales. Let’s take an in-depth look at some of the ways in which packaging can positively affect a brand:

Communication

Ask yourself; “what’s the perfect packaging?”

Sure, it needs to have a catchy design and attractive but the most important part is that it should communicate the brands message. For example, the logo on Nestle’s packaging represents the company’s core message which is ‘Good Food, Good Life’.

Remember that there other competitors in the market as well and you need to make sure that your product sticks out from the rest. Furthermore, communication is also the key to brand loyalty. It aids in reinforcing your brand’s values to your consumer, which resonates with them to convert them into a loyal customer.

Protection

Packaging isn’t just limited to the visual appeal of the way you present your product. It also provides protection to the contents within. Would you buy a product that has a torn package?

Of course you wouldn’t, since it leaves the contents within exposed to allergens and bacteria. It’s also important for manufacturers since the last thing they want to do is create bad publicity for their products.

Build Relationships

You’ll need loyal customers in order to build a strong brand. The right kind of packaging allows you to do just that.

Customers consider all of the factors before buying a product. These include how easy it is to use the packaging and whether it’s aesthetically pleasing or not.

Customers want value for their money and if they feel that any of their expectations aren’t being met, then they’ll probably go for competitor’s product. This is why companies can’t afford to take packaging lightly.

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