Smart Business: Letting Your Packaging Do Your Branding for You

Part of a business’s value proposition is its product packaging, but many businesses don’t take this aspect very seriously. Why not? Because product packaging is boring and businesses believe that customers don’t pay a lot of attention to it. Wrong. Look at companies like Apple, Amazon, and even smaller operations like Jaybird (which only offers a focused product line).

Packaging “wows” the customer when they receive the product, and it reduces the risk of buyer’s remorse.

Packaging Can Enhance Your Brand

Packaging can enhance your brand’s image. How? By putting forward a good first impression. When someone receives your product, the packaging is sort of like the handshake. Some customers are turned off by a “weak handshake.”

Even if you don’t really think it should matter, it does to some people. And, these people are the ones paying for your product. Bottom line: better packaging can mean more money in your pocket.

Take A Commodity Product And Make It Shine

Some products are always going to be commodity products. But, that doesn’t mean you have to settle for commodity wrapping. Not everyone will pay for superior packaging, but some will, and those will be your best customers. For example, if you’re in the ice cream business, you might choose a company like for your packaging and custom supplies.

Something like ice cream is difficult to sell on differentiation. Sure, you can offer different flavors of ice cream. You can use premium ingredients. But, at some point, you can’t keep competing. Everyone can get access to organic ingredients. What next? Premium packaging is the “next.”

Packaging Can Become Part Of The Product

The packaging can become part of the product. For some companies, this isn’t possible. But, most companies can create a product where the packaging is part of the product experience. If you sell a retail product, for example, the product packaging can engage the user and become part of the experience.

Amazon does this with its Kindle product. Apple does this with all of its products. These manufacturers spend a lot of time making sure that a $100 or $600-$700 product is not packaged in a $2 box.

If you think about it, it makes sense. You almost can’t sell a premium product without premium packaging. Likewise, premium packaging can help you dig your way out of a commodity product.

It Makes Your Brand Serious

When you have cheap packaging, it’s difficult to take your product seriously. As an example, a lot of the products packaged for “Dollar General” and “Dollar Store”-type stores look cheap because they are cheap. You don’t take these products seriously.

They’re disposable. If you don’t mind having a disposable product (and there is a market for this), then that’s fine.

But, if you want to have a premium product, you can’t have unserious packaging. People really do think, “if their product is worth as much as they’re charging, why is it packaged so cheaply?”

Don’t make them wonder.

Johnnie Harris, a longtime business owner, knows the value of finding the right packaging. When he’s not managing his company, he’s sharing his insights with others online. Look for his informative posts on a variety of websites and blogs.

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