Buzz-Worthy Branding @ S. Walter Packaging

In business, ?branding? has become the new buzz word. Now, many may read that and, correctly, point out that this ?new? buzz is anything but. The concept of branding is only a day younger than the concept of marketing, after all. But thanks to new tools and technology?social media, in particular?many companies are rushing out, trying their hardest to create the newest trends and tweets and blogs to get their marketing message across while forgetting about the fundamentals of branding and what it really means.

Branding, as one expert suggests, isn?t restricted to a company?s logo or its appearance online. Instead, a brand encompasses everything about that company: the aesthetics of the logo, the emotions its product inspires, the appeal those products have to the world at large. Everything a company does affects its brand.

Though it may not seem like it, something as simple as a bag can speak volumes about a company and the philosophy that company represents. Retail packaging plays a major role in this?that?s why you won?t find jewelry store customers carrying their purchases home in t-shirt bags.

The tricky thing about using retail packaging is that it?s such a practical need, that many people don?t consider how it reflects upon the retailer. This can serve a company to its advantage, if done right. Here are a few tips to remember when trying to find the best retail packaging support your brand:

- Know Yourself: Who are you, and how are your products/serviced perceived? Are you known for classing things up? Maybe you?re known for staying green? Your retail packaging is going to be one of the main outlets for reinforcing that perception.

- Know the Customer: Do they look for value? Do they look for luxury? The right bags and boxes can go a long way in helping them tell others what they, as consumers, believe in.

- Know the Experience: The most important thing to remember with branding is that you?re not selling just the products or services; you?re selling a sleek, customized experience that patrons take home with them (and hopefully re-use to carry your brand even further). They take this experience home in the packaging you provide?make sure the packaging is as memorable as the experience!

What do you think? Any lessons you?ve learned about branding that you?d be willing to share?

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Source: http://www.swalter.com/blog/retail-packaging/buzz-worthy-branding/

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