Here at Signet, we talk a lot about brands and how important it is to “be on brand” with your packaging, but it can be difficult to keep in line with your brand if you’re not entirely sure what exactly “on brand” means. Branding is most relevant when it comes to designing and marketing your products both online and instore, and is crucial to the way that consumers recognise your brand. Your branding, if successfully designed and implemented, can also have an influencing impact on whether or not consumers ultimately choose your product to purchase.
To put it simply, brand is what differentiates you from other businesses and can impact:
• Your company’s visual identity, like the logo, colours and website
• Marketing, communications and advertising
• Your company’s tone of voice and overall consumer experience
Ultimately, your brand should answer who you are, what your service is, and what makes you different. Your brand should also be a promise of what you will provide to a user or customer.
The type of branding you ultimately opt for can also be decided based on how you want your company or products to be portrayed. For example, if you’re an eco-friendly, sustainable brand and want to promote that, many companies choose recyclable packaging, and often brand colours of green and brown. This is due to the associations that consumers make between this type of packaging and these brand colours, and how these choices are representative of what your company and products stand for. By maintaining this image of your company as eco-friendly and sustainable through your branding choices, your products can be easily recognised by consumers. And with consumers basing one-third of purchasing decision-making on packaging alone, this can be a huge impact. It’s also been shown that brands are recognised by their branded packaging, which is very clearly demonstrated by big name brands. Think of Apple and their sleek white iPhone box, Tiffany’s trademark blue box, as well as Coca-Cola’s distinctive red, white and black brand colours. This is why establishing your branding and keeping your products on brand, right down to the packaging, is such an important element of marketing.
Looking for a way to personalise your product’s packaging, while still keeping in line with your branding? At Signet, we work with a variety of clients to create embellishments and decorations, like faux wax seals, that enhance your product – and help make your brand recognisable.
We’d love to find out more about your product or brand and we’d be delighted to arrange a consultation to discuss your product embellishment needs – simply fill in the form and we’ll be in touch.
Alternatively, give us a call on 01733 396080
