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Why Branded Packaging Matters More Than You Think

When it comes to starting a business, packaging can often be an afterthought. There are so many other aspects of building a brand that demand attention; from website design to your marketing strategy, to getting your supply chain running smoothly.

But neglecting your packaging bypasses a golden opportunity to influence brand perception. Ecommerce businesses don’t have as many touchpoints with customers as brick-and-mortar businesses do. So, it’s important to tap into the ones that are available!

“Over a third of online shoppers say branded packaging for online orders affects their perception of a brand, with 60% saying custom packaging makes the brand seem more high-end”

Before a customer sees and experiences your product, the first impression they’ll have of your brand is of your packaging. This makes it a key touchpoint for establishing a connection with your customer, as well as an important extension of your brand experience. In fact, 40% of online shoppers say branded packaging makes them more likely to recommend a product to friends.

If you’re not quite convinced yet, here are four reasons why branded packaging can make all the difference to your brand.

Branded packaging is a point of difference in a competitive market

fab fit fun box branding

Source: A Year of Boxes

With annual eCommerce sales worldwide predicted to hit $4.5 trillion by 2021, branded packaging is an effective way of differentiating your product in the increasingly populated online space.

Companies that use standard stock shipping boxes or parcels run the risk of looking all too similar to their competitor. This means being more easily forgotten by their customers.

Having packaging that’s unique to you is a big advantage to help you wow your customer and stand out from the crowd. Humans are visual creatures and appearances help us form first impressions. As a brand, you want to win over your customers and that starts with a strong visual identity.

Branded packaging has come a long way. There are plenty of easy and affordable options to choose from for businesses of every size.

Tip: Even the smallest touch of branding on your packaging can step your packaging game up. If you’re after an economical option, you could order customized tape with your logo on it to seal a plain box and liven up its exterior.

Branded packaging reinforces your brand’s identity and tells its story

thank you card in branded package

Source: sarahashlyncreative on Etsy

After going through the process of forming a brand’s identity, it’s vital for your brand to stay consistent—from the logo to the website, right through to social media channels.

Delivery packaging is a crucial part of brand consistency. Think of it as an extension of your brand from its digital channels, right through to the tangible experience the customer has when they receive the product.

It’s a part of your brand’s story. Think about the mission, values, and personality behind your brand and how you can bring that into your packaging. Adding your logo and colors is a good start, but there are tons of other elements to include!

  • Tissue paper
  • Postcards
  • Printed art
  • Business cards
  • Stickers
  • Branded ribbon
  • Custom logo stamp
  • A handwritten thank-you note

These are just some ideas for how to further your brand’s story in your packaging.

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Tip: For maximum brand awareness, look for the custom packaging option that is the most impactful. For example, branded mailer bags show the customer who the package is from immediately. This builds anticipation and excitement for the rest of the unboxing experience.

Branded packaging can help with your online marketing strategy

Remember the childhood thrill of opening gifts on your birthday? The grown-up version of this is the unboxing experience.

An unboxing experience is a phenomenon that’s swept the internet where customers document themselves opening beautifully packaged products. Some YouTube unboxing videos have racked up views in the millions.

The unboxing experience is the type of user-generated content that can be influenced with branded delivery packaging. If a customer has an enjoyable experience opening your parcel, they’re more likely to share videos and photos of it online and tag you in it.

User-generated content like this is an amazing asset to use on your brand channels as a marketing tool. As an added bonus, it helps spread the word about your products to their audience, creating further brand awareness.

39% of online shoppers have shared an image of packaging on social media that was unique or branded. And 25% of those who hadn’t shared an image would be more likely to do as a result of beautiful packaging.

Tip: You can encourage your customers to share their unboxing experience online by including a call-to-action card in the parcel that tells them your social media handles and a specific hashtag you’ve created for this content.

Branded packaging makes for a special customer experience

majo medicines brand packaging

Source: Majomedicine.com

People have high standards for what constitutes great customer service, so it’s important to make sure your brand is perceived as adding value in every interaction you have with them. Branded packaging is a great tool for this. It adds layers to a customer’s unwrapping experience, creating a feeling of excitement and anticipation. It also makes them feel like they’ve received more than the sum of what they ordered.

In the past, branded packaging was most often used by luxury brands, which is why it has an upmarket feeling associated with it. Now, it’s accessible to brands at every stage of their business journey, which means everyone can tap into this luxury effect.

Tip: Make your parcel feel even more personalized by including a thank you note inside or even some free samples. This shows you value your customer’s brand loyalty and trust, and are putting in the effort to give them a value-added experience.

Start building your brand

Branded packaging is a really important part of telling your brand’s story, just like your logo. It’s a strategy that goes beyond just making your products more aesthetically pleasing: it helps with marketing, brand identity, and enhancing customer experience.

The first step to an amazing brand is a show-stopping logo. Make your custom logo in under 10 minutes using Looka’s logo generator!

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