Storytelling: Why is it important to my brand?

By |2018-02-12T08:20:16+00:00December 8th, 2017|Packaging Strategy|0 Comments

Your packaging can tell a story. Make sure it’s the one you want told.

Your packaging tells an important story.  In fact, Ian Rowden, the Chief Marketing Officer of Virgin Group, goes so far to say, “The best brands are built on great stories.”  So then, what exactly is the big deal about this storytelling?

If you don’t have a story you are just another commodity.

Why is your packaging important?

Typically, packaging is thought of as a way to protect a product. It gets a product from point A to point B. And while product protection is important, great companies figure out ways to protect their product while also injecting some character into their packaging. Product packaging is a great way to tell your story, and it’s important to do so, because your packaging can also tell the wrong story if you don’t put some effort into it.

  • Nearly seven in 10 (68%) Americans say they are more conscious of packaging materials and design today than five years ago.
  • Two-thirds of Americans (66%) believe the packaging of their shipment shows them how much the retailer cares about them and their order.
  • A third (34%) say the packaging tells them about the retailer’s environmental policy and commitment, based on the type and amount of packaging materials used.
  • Almost three in five (58%) Americans say that a broken or damaged online order impacts their relationship with the retailer.

Remember:  “The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you.”

Where do I start this storytelling journey?

Think back to the beginning.  How did your product originate?  Why is your product the “purple cow” of products?  What inspires consumer loyalty in your product?

The passion that created your product is the same passion you want your audience to understand, respect, and need. Be authentic, in both your packaging and your message.

I know what I want to convey in my storytelling. What’s next?

  • Experiment with shape, color, materials, touch, etc.
  • What types of packaging frames your product?  Be creative.
  • Choose key elements of your product that represent visually who you are.  For example, is recycled material important to your brand?  Is it minimalistic in nature?  What expectations come with your product?

Key Takeaways.

First and foremost, make the commitment to get serious about your packaging. Next, make sure you partner with a packaging company that has the knowledge, and experience, to produce substrate-neutral solutions that fit your brand and your goals.

Even with the most basic packaging structure, if your product arrives damaged, your image – your brand – is affected.  And that’s before your customer even attempts to use your product.  That’s pretty harsh.  Remember the statistic from above?

  • Two-thirds of Americans (66%) believe the packaging of their shipment shows them how much the retailer cares about them and their order.

Truth?  No one likes damage; no one wants the hassle of messing with a return.

Guesswork leads to uncertainty.  Stop trying to do all of the work yourself. 

You can’t rely on the shipping companies to make sure your product is handled with care.  Remember the opening scene of Jim Carrey’s, Ace Ventura Pet Detective?  (We know you’re going to check it out if you haven’t already…)

Packaging engineers are trained to do the hard, involved work for you.  (Ahem, here’s looking at you, Axis Packaging…). They’re specifically trained to know the market, research the latest packaging options, and  computer-aided drafting models to simulate your process directly.  The beauty of this process is that, for once, you are not expected to know it all.

So then, what more is there to debate?  Stop wasting time and energy, and continuing with a process just because “it’s what we’ve always done.”

Start telling your story.

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