Packaging speaks volumes about your brand. Whether you’re an online retailer or food and drinks vendor, your products need to be packaged to promote brand awareness while remaining economical and ecological.
Throw in sky-high consumer expectations and you’ve got a tricky problem on your hands, but eco-friendly branded packaging offers multiple benefits for both your customers and business. So why should you invest in customised packaging?
How Much Should You Spend on Packaging?
Packaging is an unavoidable cost. No matter what type of products you bring to market, they’ll need some form of packaging to protect them from the elements. When thinking about your packaging budget, it’s important to consider how your packaging will be used:
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How Far Do Your Products Need to Travel?
If your products are shipped internationally and travel thousands of miles to reach your paying customers, they’ll need adequate protection. Upgrading to stronger, more durable packaging like double-wall cardboard boxes or using an appropriate amount of void fill will prevent damage while your products are in transit.
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What Kind of Products Need Packaging?
Fragile products may require custom packaging to keep each of your shipments fully secure. This can prevent breakages and minimise customer returns for damaged goods. Conversely, fresh produce — or freshly prepared food and drinks items — might not travel very far, but they need the right packaging to avoid spoiling them and maximise customer satisfaction.
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Is Your Current Packaging in Line with Your Brand?
If your business operates exclusively online, your product’s packaging is the first thing that your customers will come into contact with when they buy your brand’s products. First impressions are important, so get things off to a positive start by ensuring that your packaging accurately represents everything your brand is about.
Poorly designed, non-recyclable packaging can make luxury items feel cheap, whereas cleverly created, eco-friendly packaging can help consumers understand that yours is a forward-thinking business that cares about its customers.
Why Should You Use Branded Packaging?
Adding a branded edge to your packaging can be incredibly beneficial to your overall marketing campaign, so how does branded packaging boost your business?
1.Branded Packaging Promotes Your Brand
Adding custom branding to your packaging will help customers recognise your company’s logo and artwork. It’ll elevate your brand’s status within your market, enhancing consumers’ perceptions and making them more likely to purchase your products. Making your packaging memorable can encourage brand advocacy, generating more sales as a result.
2.Branded Packaging Protects the Environment
Opting for branded packaging made from eco-friendly materials will help protect the environment by increasing recycling rates and mitigating plastic waste. Some branded packaging can be printed using water or plant-based inks, negating the use of potentially harmful chemical-based inks without compromising on style.
3.Branded Packaging Allows You to Offer Incentives
Encourage repeat business by offering your customers incentives. Nudge your customers towards making a second or third purchase with a discount on their next order or an invitation to an exclusive members’ club. These offers will be unmissable if you include them as part of your packaging, as it’s the first point of interaction for your customers when they engage with your brand’s products.
4.Branded Packaging Drives Consumer Engagement
Adding an on-brand hashtag to your packaging can benefit your overarching marketing strategy. Encourage customers to share your products on social media to build a stronger online presence and improve your brand awareness. Tying in a limited run of packaging with competition is also a great way to generate additional interest — much in the way the McDonald’s Monopoly promotion has become the highlight of their annual calendar.
5.Branded Packaging Creates a Cohesive Customer Experience
Packaging is often the last thing businesses consider. It’s easy for it to fall near the bottom of the priorities list, but it’s a key aspect that shouldn’t be overlooked. A great website and ever-growing social media channels are essential, but underwhelming packaging can spoil your customers’ experience. To tie together a successful marketing campaign, make sure your packaging leaves your customers feeling satisfied with their purchases. You can promote your products further with excellent reviews and testimonials from your happy customers.
Is Branded Packaging Expensive?
While it might be tempting to opt for the cheapest packaging available, branded packaging provides a much better return on your investment. Executed correctly, it can deliver significant results, winning new and repeat business by establishing brand loyalty and advocacy in short time frames. Cheap packaging could be a quick win for your business, but the right branded packaging is a much more sustainable option, both in terms of protecting the planet and helping your business survive and thrive.
Author Bio:
Takeaway Packaging specialises in branded packaging solutions with an eco-friendly focus, supplying restaurants, street food vendors, coffee shops and many more.
