New brand packaging. What can't you do without?

Not everyone knows that Coca-Cola was once used for medical purposes.

In 1886, pharmacist John Pemberton first presented this drink as... medicine. They were used to treat nervous disorders, and even, sorry, male impotence.

The cocktail really relieved tension, cheered and toned up. Of course!

After all, it included tropical tree nuts and even coca leaf extract.

In 1903, the dubious additive was removed from the drink. But by that time, the popularity of cola had already strengthened. Plus, the resourceful owners launched the first ever advertising campaign:

• One slogan replaced another (“Thirst knows no season,” “Symbol of the American way of life,” “Red, white and you”).
• Constant work was carried out on the packaging (the legendary branded bottle with a “low waist”, convenient tin cans, and later plastic).

Why, the brand’s marketers even “monopolized” Christmas Santa.

Now it’s even difficult to imagine the New Year holidays without pictures and videos depicting a magical grandfather in a reindeer harness with a bottle of cola and gifts in his hands!

Have you decided to bring a new brand to the market or have you created a bomb product and are ready to present it to people?

What should you do to ensure that your brand conquers the world and does not sink into history with the mark “it’s gone and gone”?

Today we’ll figure out how to package a new brand. You don’t need a notepad and pen: you won’t be able to grab a couple of key points - EVERYTHING is important in this article.

What is a packaging business?

Thousands of companies are born around the world every day. More than half of them close in the first year of their existence. And only a few manage not only to stay afloat, but also to gain worldwide fame.

What is the reason?

Imagine two handfuls of chocolates that are sold in different conditions:

1. One is offered at a spontaneous market near the metro by a gloomy saleswoman in an apron of dubious freshness. Defying the requirements of the health station, she puts loose sweets without candy wrappers from an ordinary cardboard box with her bare hands and scolds caustically with random customers.
2. The second, carefully packed in a beautiful tin box with a satin ribbon, flaunts in the brightly lit window of the pastry shop, where customers are politely served by staff in starched uniforms and the smell of desserts is fantastic.

What do you think, given that the candies will be the same in taste and quality, give or take, which brand will customers love?

Absolutely - competently, juicy and appetizingly packaged!

Simply put, this is working on all possible points of contact between the audience and the company, which include:

• Memorable logo
• Good slogan
• USP (unique selling proposition)
• Corporate identity
• Brand policy (mission, values, company legend)
• Adaptive website with a convenient and intuitive interface
• Professionally designed social media profiles
• Bright outdoor advertising
• High-quality advertising printing
• The characteristic tone of voice of the company (mailings, letters, scripts and texts that “sound” in the same key)

It is impossible to package a brand in one day; it is a complex, comprehensive process. But who will stop you from eating the elephant piece by piece? Break the task into parts and carry out the plan step by step.

What does high-quality packaging give?

The main task of any business is not to get lost among competitors and attract the maximum audience. A competent wrapper evokes the right emotions in buyers and triggers the sales mechanism:

High-quality packaging gives your business a number of advantages:

• Brand awareness is growing
• Sales are increasing
• There is an opportunity to raise the price tag
• Increases audience trust and loyalty
• The company’s position in the niche is growing

In a word, a professionally prepared business can begin to conquer market peaks without any build-up!

5 things to develop before launching

One friend once said:

“It’s stupid to immediately spend money on packaging (bother with a website, a trademark, slogans). You must first test the product: if it works, then you can think about a wrapper for the brand!”

Roughly speaking, first we will produce candies, and then we will think about beautiful candy wrappers.

Absurdity!

How will buyers notice our product? How will it attract them in a market that is saturated with supply?

The shortages of the 80s and 90s, when people swept everything that got there off the shelves, are long gone. Today you need to try hard to get people to pay attention to your product or service.

Here's what will help with this.

Naming

The brand name is the most important element of packaging. The identification of any company begins with it. A good name meets many parameters: it must reflect the essence of the product or field of activity, be unique, sonorous, concise and easy to remember.

All names belong to one of the groups:

• Derivatives from the name of the founder ("Tinkoff" (bank), "Shebekinskie" (pasta)
• Associations (“Clean House” (cleaning), “Island of Cleanliness” (household chemicals and cosmetics market), “House in the Village” (natural products)
• Abbreviations ("MTS" (mobile television systems), "RZD" (Russian Railways) "VAZ" (Volzhsky Automobile Plant)
• Neologisms (invented names “VkusVill”, “Semivkusovo”, “Gourmet”)
• Domains ("Apteka.Ru", "Avto.Ru")
• Excellence (“MegaMall”, “World of Beauty”, “Universe of Sound”)

Avoid verbosity, complex alphanumeric combinations, and names with inappropriate context. This can discourage consumers and even cause problems with trademark ownership.

Logo

When you hear about Nike sneakers, you imagine comfortable branded shoes with that same swoosh (the world-famous “swoosh”).

If the conversation turns to newfangled Apple technology, the imagination pictures a modern gadget with a bitten apple, for which, despite the high cost, people line up.

Well, at the sight of a golden M-ki on a red background, the stomach conspires with the legs and they themselves carry the weakly resisting owner to where they serve scalding French fries, juicy burgers and ice-cold cola in tall cardboard glasses. Of course, you understand, we are talking about McDonald's!

These are examples of the highest logo pilotage that one should strive for.

If a small icon evokes the image of your company/product in the consumer’s head, then the designers have coped with the task with an A plus.

Here are the main signs of logoeffectiveness:

• Uniqueness
• Simplicity
• Versatility
• Associativity
• Relevance

But the logo is only part of the overall visualization. Serious companies make sure that all brand elements are made in the same style.

Corporate identity

Corporate identity is the integral image of a company. With its help, the audience recognizes the brand by sight.

The set of components that emphasize the business identity includes:

• Title
• Logo
• Slogan
• Photo and illustration style
• Corporate clothing design
• Interior and exterior decoration
• Outdoor advertising
• Printing
• Fonts
• Typography
• Corporate colors

And the most creative brands use so-called mascots (fictional characters, images with their own history, character and even biography).

Customers are happy to watch the next episode of their life, due to which the emotional connection with the brand is strengthened.

Here are some examples of branded characters you may be familiar with:

1. Ronald McDonald is the fast food chain's personal clown, second only to Christmas Santa in recognition.

2. Red and yellow from M&M's are inseparable would-be friends who constantly get into trouble.

3. Mr. Proper is an animated smiling muscleman, ready to come to the aid of the housewives and get rid of the dirt in a matter of seconds.

A comprehensive corporate identity performs a number of important functions:

• Makes the product recognizable
• Causes positive emotions and desire to buy among buyers
• Works for brand reputation
• Communicates the company's values

And the presence of ready-made standards, samples and instructions saves the company’s time and budget: after all, designers do not have to work on the design again each time (select colors, fonts, etc.)

Packaging

Which product on supermarket shelves attracts the buyer's attention the most? Which options are most often picked up and what is more important in packaging: color, texture, shape, material or message?

In fact, all elements are key.

The more attractive, ergonomic and advantageous your packaging looks against the background of your competitive positions, the greater the chance that your product will be bought.

What should high-quality packaging be like:

• Reliable. When developing, you need to take into account the characteristics of the product, storage conditions, transportation and place of sale.
• Functional. Cool packaging can be used at home even after using the product.
• Attractive. The appearance should evoke trust, positive emotions and a desire to quickly take the product to the checkout.
• Informative. Good packaging contains all the information the buyer needs (expiration date, composition, manufacturer’s information, useful tips).
• Unique. This makes it stand out among its competitors.

Well, friends, we're almost done. If we imagine the brand as a cabbage head, then right now we will be fastening the last buttons of the top leaves.

Website

The website is a convenient platform for interacting with potential customers, partners and staff.

This is a brand representation on the Internet, an intangible asset, the property of the company (as opposed to a profile on social networks).

There are several types of websites, depending on the niche and scale of the business:

• Landings (one-pagers)
• Business card websites
• Corporate websites
• Online stores
• Author's blogs

Here are the business tasks the site undertakes:

Direct sales. The built-in form allows you to place orders around the clock for thousands of customers simultaneously.

Savings on employees. Automated sales stages allow you to optimize your staff.

Automatic presentation of goods/services. The client can independently study all the information about the products and make a purchasing decision.

Working on brand image. On the website you can talk about the company’s successes, share cases, post reviews, certificates and awards. All this increases the trust of the audience.

Total

Each owner makes his own decision on how to package his brand: in an exclusive royal robe or in a cheap plastic bag. This, in fact, determines whether the newborn brand will become a new star in the market firmament or will be lost among thousands of monotonous “no-name” companies.

If you are planning to “dress” your brand brand new, entrust this task to the professional Veonix studio. Fill in brief and get ready for dizzying success!