How far can your brand experience go? Is it over on your website, or continues, until your client’s hands?
We used to write the importance of promoting your brand to the customer and every contact point (such as email receipts and copywriting). These small elements often convey important information -they say you are you, not others.
If you sell and transport physical products, then your packaging is one of the contact points that are essential to your brand but are usually ignored. Do you ignore the possibility of using it to establish contact with customers?
Today, we will see how to make the external \”shell\” of the product, from the transport box to the storage box, which is part of your brand’s overall experience. We will explain why this is important, providing some ideas you can use, and linking the packaging with other brands we have discussed.
Let’s start working.
Why is the brand important, why it belongs to your packaging
Think about a popular country and even international brands, such as Coca -Cola, UPS Or Nintendo. When you hear the brand name, you may think of some specific things, such as a series of pleasant advertisements, commonly used colors or slogans.
Everything that the brand does is part of the image they show to potential customers [ 123]. A pleasant advertisement describes the brand as interesting and cute; common colors make it easier for shoppers to identify the company’s products; slogans can be very attractive and often repeat.
Everything made by the brand, from the use of specific colors to writing in some way, is part of its brand.
If you are already working hard to cultivate the \”image\” of the brand, then No
is meaningless to extend it to your packaging. This is very similar to wearing a well -coordinated clothing and ignored wearing shoes -it worked hard, but it stopped near the finish line.
This does not mean that you need to create a new packaging for your products, or invest a lot of funds to modify what you already have. But this does mean You should consider how to show your product to your customers, and whether this experience matches your overall brand
.
Think like this: if you canCoca -Cola is transported in ordinary silver tanks or transparent bottles. Will they become today?
Thinking: You can distinguish a pleasant experience and dull experience [123 without contacting any product [123 ] I belong to a big family to celebrate Christmas and two months of birthday, so I am currently going online shopping. It is not uncommon for me to tear up two boxes every day (then running to hide them from letting my husband see, one of which is said to be the birthday holder of January).
When starting from TARGET recently, one of my favorite brands (as a writer, it is difficult to not like their copywriting). The wonderful joy of this experience was shocked.
Target’s packing form fully meets the brand’s requirements, making the experience more personalized.
I was greeted by the top box, so the first thing I saw was a cheerful \”hello\”, and all other texts with target iconic style. My goods are carefully packaged and packaged with bubbles separately below.
These trivial things make me feel like ordering from another large retailer ordered And more like a one -on -one transaction . If you sell products made by others, you may be distressed by your identity, especially because modifying the product packaging is not a choice. But there are some small things -such as this example -you can do something that makes yourself different.
Let’s take a look at them now.
The first \”Hello\”
For some shoppers, cardboard transport boxes often appear often. At first glance Essence They also, um … boring. Like,
Really
Boring.
Sleeping.
If it is meaningful to you and matches your brand, please consider using the other packaging box immediately to post a statement . This may mean:
Order a customized transport box with your logo, color or slogan
Use a customized packaging tape or brand transport label
in other other Add stickers to ordinary boxes (company balanced playing but notSpending a lot of money)
This allows the shoppers to peek at their door and announce \”Oh, my (your company) wraps here!\” A box, who does it come from? \”
It also will take you from the beginning The brand establishes a brand that wants your customers to have a pleasant experience . Imagine it as a happy \”Hello!\” After incorporating your brand into the packing list, explanation and other printing materials , your customer may find that it will be compared The products they order are more, depending on the products you sell. Some companies include the packing order, while others are provided in the instructions of their products.
These printing materials do not have to be boring . Ideally, they should match the tone and voice used on the website of copywriting, social media updates, and the voice of email communication with customers.
Small things like packing list are the extension of your brand, so it is necessary to imitate the example of target to make it special. Or, if you need, consider making special plug -in specially used to communicate with customers. For example, this card I received from Anker:
[ 123]
This is a clever way to connect with customers, and Anker’s attention to satisfaction is reflected in their tone to the fullest. It is worth noting that this is the \”happy\” side -also \”unhappy\” side, so that customers can choose to contact by telephone, social media, Amazon support. This is a good way to solve any potential problems. Don’t you think? Similarly, just like your transport box, these pages and printing materials do not have to be complicated or spent much. The goal should be
to ensure that you convey the same information as online
, whether \”we put our customers first\” (such as Anker) or cheerfully call for feedback.
Prompt the follow -up steps, whether it is support or snapshotSpeaking of feedback, once the customer receives your product, you may want to hear their views on the product, especially if you are it if you are A startup with new products. Or you may want to prompt them to post photos on Instagram or Facebook.
Think about how you will ask customers
Online to take these required follow -up steps, and use the same ones when is offline . Language -is on your packaging . Considering the expected results, customers are most likely to see the prompts, and then issue action calls. For example, suppose you already know that social proof has been proven to be effective in selling more super comfortable slippers. To collect more social proof, you mainly need to collect customer comments. So, for this example:
Think about how you will ask for review . On the Internet, you may send a follow -up email and say, \”If you like your slippers, mind some feedback?\” There is a direct link. You may not be able to provide links on the back of the packaging, but maybe you can use a similar language with shortening URL or QR code. Putting the appeal term in the most likely place
. If your slippers are packed in the box, the top of the box is the main place to call on sexual term. If not, consider using a tag or insert card.
Ensure that the call -oriented term does call for action -and use your brand voice
. \”Writing comment\” is not so effective, and it sounds unreal for many brands. If you usually have a cheerful tone, use it; if you are usually joking with your customers, let comments be the difference between life and death.
This is just an example. Your goal is to do the same thing about any other calling term, whether it is requesting photos, direct feedback, or just let your customers read instructions before starting the product.
Consider how your packaging is linked to your other brand
Here In the article, the integration of your online and offline brand components has been strongly emphasized. We have enough reason to do this.
No matter where a brand appears and the form of information is adopted, it should be consistent in its information
. Everything that constitutes your product packaging -from the text on the flip or the text on the bag to the printed manual to the shipping carton -all represent your brand. If a type of font is abused, if a sentence uses the wrong tone, or if the color on the 1 million copies of your assembly description is incorrect, then you are distorted who and what you represent. Or at least, the quality you want to convey. No matter how you pack itIt should represent you at a glance . Provide a websites that look luxurious and information for expensive gemstones, but each ring is installed in a loose plastic bag without a document. This is a problem.
a luxury brand with luxury goods, there should also Essence
Is there a lot of contact points and team members? Try the tone and sound guide The needs of connecting your packaging with your website brand, and the design or copywriting you may make for social media, advertising or other marketing opportunities, which may be tricky. This becomes even more tricky when more than one person can define who your brand is, what it sounds like, and what every contact point is. With the development of the brand, the expansion of the team, and the increase of these contact points,
Consider creating a guiding tone and voice that everyone can follow
. This guide can be simple or complicated according to your preferences. Some style guidelines fully pay attention to text (including copywriting and marketing materials), while others include or very concerned about the visual aspects of the brand, such as color, fonts, and logo. What may be like this, you can view the Mailchimp content style guide. For more intuitive styles and design methods, try our own WOOTHEMES style guide.
Packaging is an important part of your brand, beyond your imagination
, even though It is easy to throw your product into the box or seal them in the flip cover, but the fact is that for your new customers, their experience for your brand has just begun
. This allows you to use your packaging to confirm (if it is not
to determine
) who you and your purpose are absolutely essential.
There are many ways to convey your identity as a company through your packaging. Whether you use a custom box to express a pleasant greeting, or use useful common questions to answer materials to express your promise to the service, there are many ways to further expand your brand and make your customers feel valued. Are there any questions about using your packaging as part of the overall brand experience? Or do you want to add any ideas based on your experience? The comment is open, and we are glad to receive your letter.
. This may mean:
Prompt the follow -up steps, whether it is support or snapshot