Your packaging is the first thing shoppers see. It is the first impression they have of your brand. You’ve heard me say that “you never get a second opportunity to disappoint a customer”.
Your packaging needs to stand out against competitors, it needs to tell a compelling story about your brand that resonates with shoppers, it needs to clearly articulate your unique value proposition, it needs to invite shoppers to join your brand community, and your message needs to extend beyond the four corners of your packaging giving shoppers a reason to visit your website.
When we purchase a product on any retailer’s shelves, the brand has no way of knowing who we are or why we choose their product over other brands. I want to challenge brands to “OWN” your shoppers. This is your most valuable asset – even more valuable than what’s in your packaging. Owning your shoppers gives you an opportunity to create products they want, it gives you leverage with retailers wanting to serve your loyal shoppers, it increases your appeal with investors, and it extends the life of your brand well beyond the traditional product life cycle. Your selling story needs to be baked into your packaging strategy on day one!
Empowering Brands | Raising The Bar
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