Why packaging should be your first thought when rebranding
Rebranding is a big task. It’s not easy feat to completely change the look and feel of your brand. You don’t just need a good designer, you need your marketing team, business development team, customer service team, and everybody else involved in the process. It’s just not a case of redesigning a logo when you rebrand but rethinking what you stand for, who you are as a brand, and how you want to portray yourself to your consumers. Rebranding should involve a series of steps including:
- Looking at who you are as a brand: establishing who you want to be and how you are going to get there
- Doing plenty of market research to understand the industry you’re in: who are your competitors, what are they doing? What do your target audience want and how can you get there?
- Distinguishing what makes you unique: what makes you different from your competitors?
- Building up your new identity: how can you implement changes to build the new/reformed image that you desire?
- Working on your online presence: your online presence can really help with your branding and rebranding
- Establishing a branding plan: making sure you know what you’re doing and when is an important part of the process.
- And… working on your packaging: we, of course, believe this is a vital step.
Packaging is a huge, huge part of any rebranding project. Often, packaging is left behind in the process and professionals neglect its importance in place of other elements of rebranding. But, here at Complete Packaging, we firmly believe that packaging is one of the most essential stages of rebranding and should be your first thought when rebranding.
It can make a real impact on your brand perception
Did you know that 61% of people say that branded packaging makes them more excited about receiving the product? We love this statistic, and we always mention it, but for a very good reason! Basically, if you want to improve your brand perception, which obviously you do if you’re rebranding, you’re going to want to focus on elements of your brand that can change that and get your packaging involved in this. If you have an eCommerce business, for example, it can be a great way to communicate with your customers.
Your packaging is the first thing people see
Before anybody sees the product they’ve bought, they see the packaging. High-quality, well-designed packaging can be the difference between a happy customer and a not-so-happy customers. Obviously, the quality of your product should be at the forefront of your minds, but if you’re rebranding, and you don’t know where to start: think packaging for this reason. Imagine opening a brand new MacBook Pro… the packaging is always, always sleek, high-quality, and providing some sort of experience to the new customer. High-end items require this kind of packaging because well, just think about how people would feel if it didn’t! However, even if you aren’t selling something as high-end as an Apple product, you still need to impress, and your packaging can help you do this.
Rebranding your packaging can help you upsell
Packaging is one of the main elements in encouraging customer loyalty. If your packaging feels special, high quality, and targeted at the right audience, it can drastically increase customer loyalty and repeat customs. You can also use the packaging to sell other items or give samples/offers that can encourage people to use your business again. When it comes to rebranding, the functionality and marketing benefits of your packaging must not be ignored.
The important of packaging is often overlooked
Packaging is, unfortunately, often overlooked by many during the rebranding process. Websites, logos, social media, and other elements are often considered before the packaging. But, for any company that requires packaging (so most!), the rebranding process should absolutely include packaging to be successful. And, you can get ahead of your competitors by considering your packaging from the offset.
So, now you have plenty of reasons to think about your packaging in your rebranding process, where should you start?
Think about the cost
Packaging can cost a lot of money, so it’s always worth considering what you budget is before you start throwing around big ideas! If you’ve got a healthy budget then you can go ahead and plan away but it’s important to understand the different costs involved in elaborate packaging designs.
Think about how you can incorporate your brand values
If we go back to the Apple example, all their packaging encompasses their brand values. They pride themselves in being on top of their game when it comes to design, and their packaging only reflects this.
Think about hiring a professional
Rebranding is a big step and a process that needs to be done right. When it comes to your packaging design it’s well-worth investing in a designer who can achieve the desired result for you. It’s also worth getting them involved in the whole process, not just right at the end when you need to actually create your packaging. They might offer some decent advice during the other elements of your rebranding process.
So, if you’re thinking about rebranding and you’re not sure where to start, hopefully you will now think about getting ahead of the game and optimising your packaging! If you need any advice on packaging design, we can help. Complete Packaging offer a comprehensive range of packaging and fulfilment services.