Personalization of product packaging is crucial to the branding process as it defines the image of the brand. In ecommerce companies that deliver tangible products to the customer, the packaging that the customer touches and probably the first thing they get to touch after the product is the carton box hence carton boxes are also branding points. Designing and purchasing specific carton boxes on which company’s name and logo can be regularly printed helps to further enhance and cement brand identity for customers.
Packaging as a Form of Branding
Customers may receive a package that they associate with the branding elements such as color, logos, fonts etc and the feeling is established. The customer is then able to link this packaging directly with the brand: the feelings and perceptions that one has about that brand will come into the mind of the customer. This is very important when it comes to acquiring and maintaining customers, for the simple reason that customers are more likely to patronize a Business that they are familiar with.
For ecommerce merchants, the branded carton box that bears products from warehouse to doorstep is one of the most accessible, tangible, physical conduits of brand experience for the customer. It provides a unique branding opportunity which is real estate that merchants cannot afford to ignore. The research also establishes how color enhances the branding process by a staggering 80%. Leveraging on Visual cues; Color, logo and Slogan on all the carton boxes is helpful for merchants to create awareness and solidify the brand at all the stages of the customer journey.
Brand personality is the overall personality of the brand as perceived by consumers, and packaging plays a significant role in enhancing or supporting it.
This aspect of the packaging is very influential as the colors, the material used, the shape as well as the graphic identity all contribute to projecting the brand personality of a carton box. This is because carton packaging has to be tailored to fit the kind of image that the company which is associated with the brand would like to portray. For instance, the sustainable packaging generates an environmentally responsible brand image, while the luxury gift boxes create the perception of luxury branding. This way, packaging is designed to have the merchants’ desired brand personality, be it modern, playful, eco-conscious, etc. , help to establish a closer relationship between the merchants and target customers who feel the same way. It also helps to maintain the brand’s equity and protect it from being eroded by sporadic and inconsistent actions at every point of contact.
Brand Awareness as a Key to Brand Loyalty:
Appealing and continuous packaging makes even a simple carton boxes to be used as an item of prestige that customers take home, hence increased brand loyalty. Research shows that over 55% of millennials save branded packaging or boxes as mementos or for future use. If your business involves selling collectibles, then you should consider using unboxing experiences through personalized packaging that compels the consumer to proudly exhibit them while also showcasing the boxes as artefacts depicting their loyalty to the brand. Likewise, factors such as reusing the carton boxes are marketing aspects that make the boxes suitable for brands even after purchase. This constant visibility and interaction enhances customer loyalty as it will help in retaining the customers.
Proper tips that should be followed when designing and choosing packaging.
Here are some best practices for ecommerce merchants to optimize carton packaging for maximum branding:Here are some best practices for ecommerce merchants to optimize carton packaging for maximum branding:
- Strict design standards are adhered to – Such items as the color, font, logo and shape found on the carton boxes must match those found on other branding items such as the website, business cards, labels etc.
- Turn unboxing into an experience – Come up with more unboxing features such as dramatic unveiling, or premium treatment of the packaging through specialized opening techniques or materials that will make the user have an exemplary experience when opening the package.
- Make it more personalized – Some of the customization that private consumers may find comforting include adding notes such as ‘handwritten’ or addressing the customers personally.
- Carton brand message marking – Inside branding areas refers to the customizing of coupons, advertisements and any other message that a customer comes across when using the carton boxes.
- Appealing packaging – Create positive consumer attention and encourage users to share the packaging on social media with branded packaging that people would like to share on Instagram.
Reconnecting With Your Customer After The Sale: Make It Personal With Packaging
Particularly, for native D2C and ecommerce businesses in particular, the improvement of branded packaging enables merchants to engage customers, share a story, and reveal their brands’ character. Pursuit of uniformity and repetition adds to the persuasive symbolization of otherwise ordinary packaging shades into desirable and branded deliverypackaging boxes. This is the part of the process when loyal customers unpack the product: the unboxing moment is also an essential point to help to maintain brand recognition. It is highly recommended to make a considerable investment and get optimized custom carton boxes that mirror and complement your brand, as it will prove highly effective in improving mindshare and bringing substantial long-term benefits to your ecommerce business.
