Your logo, your packaging and your products are at the forefront of your business. If you look at global corporations, it’s usually the best branding which has helped them to the top.
Influencer culture, millennial and gen z marketing has seen consumers buy into a brand lifestyle just as much as a product. When people love your branding, they will buy your product.
Branding mistakes can be the make or break of businesses and even one blunder can result in the chop, but don’t be scared. We’re here to guide you into making the best branding decisions for you.
Inconsistency:
Some of the best businesses sell one stable product. Take Coca-Cola for example, what’s it known for? Its delicious drinks. If you think of their branding, you can easily picture all its staples – the font, the colours, and the slogans.
Admittedly, this brand wasn’t made over night, but if you think of the three things listed above, you can master these for your products. The right branding can be used in different ways across every factor of your business from store fronts to business cards.
Develop brand guidelines outlining which colours are good to use, fonts and an overall image you would like to convey. Brand guidelines allow any marketer in charge of your business to portray the image you would like accurately.
Top tip: Your logo is the perfect place to start, you can use your logo in so many ways, in patterns, on packaging, on social media – the list is endless. Just make sure it looks good in both black and white, you can thank us later!
Know your audience:
It may sound like it goes without saying, but one of the biggest errors you can make as a brand is not targeting the right audience.
Creating a consumer persona is a fictional representation of your customer and can really help with this. Identify who will buy your product and tailor you branding to this. Design your content thinking what language your consumer will use and what images will be attractive to them.
Ignoring the customer experience
Throughout the last few years, customer experience has blossomed into a big part of marketing. A bad experience during the process of purchasing, owning, and using your product can really affect customer loyalty.
Many things can contribute to a negative customer experience from bad packaging to your customer service team. You can improve your customer’s journey in just a few steps:
- Prioritise customer service. If you’re a small business make sure you’re up to date with any enquiries and let your consumer know if you’ve only got a few people on board, this can ease any problems later.
- Optimise your website, make sure it’s as speedy and safe as possible – if it’s not up to scratch your customers may go elsewhere!
- Design your packaging with useability and fun in mind. Think of it as a marketing tool which can be shown off, but also ensure all your products are protected!
Take this advice and your branding will be the best of the best. If you would like to discuss branded packaging, drop us a line to info@packaging-works.co.uk.
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