The Power Of Branded Packaging.

Posted By Oliver Reid

If you have dipped your toe into the world of marketing, looked into advertising your products or tuned into an episode of Dragon's Den, then you'll have heard of both Rory Sutherland & Steven Bartlett. For those of you who haven't, both Rory and Steven are experts in advertising and brand strategy. If there's anyone who knows how the average consumer ticks, it's these guys.

On an episode of Steven Bartlett's Podcast, Diary of a CEO, we were lucky enough to listen and watch these two marketing moguls discuss the importance of packaging as a branding tool and how it impacts consumer behaviors and brand perception.

Too often, companies still view their product packaging as an afterthought. So much time, money, and care go into the meticulous creation and perfection of their products, but if it’s not packaged properly, all those efforts will go to waste.

What does marketing have to do with packaging?

The answer to this question may seem obvious, however to many, it may not be readily apparent. Your packaging is the signature you leave everywhere, and it has the ability to attract today’s customers much better than outdated sales and advertising tactics.

In a segment named 'How to deliver a product to the world', Sutherland explains that you should make an effort on how product is packaged and presented. He uses the phrase 'costly signalling' to describe how high street giants Selfidges use a yellow interior for their packaging with their logo printed on the inside lid, accompanied with a tissue paper liner. He goes on to say "that will have a halo effect on your perceived value of the product".

He suggests that with such a simple addition of print and tissue paper, giants such as Selfidges are able to psychologically increase the value of their products in the mind of their consumers, promoting confidence and justification for a higher price point. It creates a subtle yet effective feel of luxury which can often be the difference between a one-time purchase and a repeat customer for life.

This perception of luxury can often be achieved inexpensively, with both print and tissue paper (in this example) adding mere pence to a products packaging costs, yet this added value allows a brand to be instantly recognized by its outer packaging alone.

Why does packaging matter?

The short answer to this question can be answered no better than by Rory who explains that "Packaging is where a product first becomes a brand, it's where it first takes on a personality and identity".

The majority of the time, the outer packaging forms the first impression of a product or brand. It quickly shows the consumer the quality (or lack of) of the brand and it's product. Many marketing experts and eCommerce companies aim to create a unique experience or journey for their customers when receiving and opening their products packaging. They create curiosity and excitement around the whole experience, rather than just the product itself.

Steven gives a great example of this when explaining how he has encompassed this within his own personal brands. He explains in particular that with his own clothing brand 'DOAC' he "put a lot of effort into the packaging and unboxing experience". They go on to justify this by saying "why spend money on advertising and acquiring the customer for a disappointing experience" suggesting that a good end experience promotes repeat purchase, something of which they both agree should be "optimized first".

Rory explains that "the worst thing you can do is build a great product and fail to present it in a way that is convincing, appealing and attractive". In short, the presentation of your product matters and good packaging has much more of a lasting impact on your customers and their overall perception and experience of your product than you may have initially thought.

If you would like a free packaging review, advice on how to improve your packaging or want to explore the option of creating your own unique branded packaging, we're here to assist. Get in touch HERE.

If you fancy a listen, you can check the full episode out here: https://www.youtube.com/watch?v=Hz3RWxJck68