The great Howard Schultz, CEO of Starbucks is regarded by many as a genius when it comes to branding. He grew Starbucks into the powerful brand it is today by doing some really simple things, starting with branding his disposable coffee cups.
Why? Because it makes them memorable, recognisable and creates a connection that keeps loyal fans coming back time and again.
The power of branded packaging has become an even bigger consideration since the days of Schultz, here we explore why it’s so important and how you can take full advantage of it.
1. Free advertisingEvery marketers dream. Your brand in people’s hands allows for instant recognition and consideration – who doesn’t want a free walking billboard for their business? The better and more standout the design, the more likely it is to catch people’s eye and start the sub conscious questioning of whether they too want to purchase your enviable product. Add social media exposure to this and the thought put into that packaging will start paying for itself instantly.
2. On repeatAside from the quality of your food/drink, the packaging that it comes in is your key to customers running straight back to purchase from you again. The experience of the product and the packaging are intrinsically linked, and you wouldn’t want one to let down the other now, would you?
3. Investing in youYou will often have heard the adage that no one will be as invested in your business as you are. By showing consumers that you are invested in your brand, that you are passionate about your business, your product, your packaging, your staff, your service, that investment will shine through and encourage consumers to invest in you too.
When it comes to showing that investment in your brand, it’s all down to quality branded packaging. It screams ‘I believe in this’ and before long, they will too!
4. Growth of takeaway
As Deliveroo and Uber Eats continue to make it easier and easier to never have to cook at home again, the need for restaurants to really nail their packaging both in a design and practical sense has become essential. Brands need to continue the experience provided in their store in peoples living rooms and packaging that meets the needs of transportation, heat retention and brand salience needs goes a long way to achieving this while building and maintaining relationships with customers while they’re not visiting your restaurant.
5. The power of social
One consistent thread that’s run throughout the growth of social media is the sharing of good food and drinks, and that often includes the packaging they come in. Get the packaging right and it’s the first thing people will share on their Instagram or WhatsApp. Brands that gain popularity because of pretty packaging are no longer rare, get it right and you could become Insta-famous.
Need some tips and tricks on how to get the most out of your packaging – right this way.