BRAND BUZZ
3 THINGS EXCEPTIONAL PACKAGING CAN DO FOR YOUR BRAND
WRITTEN BY
DAVID SCHUEMANN
Packaging is a crucial driver of initial trial, perception of quality and repurchase.
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umerous studies have been conducted to determine the extrinsic versus intrinsic factors when consumers are making their purchase selection. One common theme appears across many of the studies: if a consumer likes the packaging, they will be more likely to both purchase and enjoy the product. The key is to set appropriate quality and price point expectations, connect with your consumers’ lifestyles, and deliver against brand promises.
THE THREE BENEFITS OF EXCEPTIONAL PACKAGING
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INVITE TRIAL
Packaging that appeals to your target consumer by relating to their needs, aspirations, and desired tastes will go a long way towards setting your brand apart from the competition. Simply being the loudest on shelf is no longer enough. With thousands of choices at the consumers’ fingertips, choosing a spirit, wine, beer or any other alcohol product is a daunting task. Exceptional packaging can be one of the keys to cutting through the noise and standing out from the crowd. Key questions every brand owner should ask themselves:
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Does my packaging stand out next to my competitors? How can I differentiate my brand from the competition?
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What does my packaging say about the flavor profile and quality of my product?
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Does my packaging tell my brand story, its key attributes and express my brand’s personality?
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Is my brand’s promise and packaging relevant in relation to my target consumer’s needs, beliefs, aspirations and lifestyle? Will they believe it?
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Consumers have become increasingly wary of overly simplistic advertising. Today, marketers must consider how their brand fits within their consumer’s lifestyle and core beliefs and be relevant to not only their aesthetic, but also to how, why, and where they will consume the product. Packaging has the ability to communicate your brand’s core principles and story. Packaging also has the ability to communicate higher quality through design. Designing your package to appear more expensive than its price point in order to communicate a more premium positioning can be a real competitive advantage. Appearing more premium not only supports a quality promise, it can even make your brand look like a value when compared to your competition. Simply designing your package to look more premium is still not enough. It’s important to consider your target consumer’s lifestyle and how your brand will fit within their everyday lives.
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How do they live? What activities do they partake in? What are their interests, aspirations and beliefs?
Start by exploring other products they purchase. Are there themes that run through their choices, such as colors, styles, or positioning that attracts them? Leveraging these in your brand story and in your packaging can provide relevance.
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