Monthly Archives: July 2014

3 Quick Tips to Use Your Logo for Brand Reinforcement

Creating a strong brand through logo design, creative packaging ideas and overall corporate identity is an essential component of retail success. Your brand is more than just the images you use in your advertising and packaging. A company’s brand encompasses every element of corporate image that consumers emotionally perceive when they think of that company. This might include a brand name, mission statement and corporate values, visual aspects that contribute to the brand, and of course, the icon or mark (i.e. logo) that represents the business.

Your company’s logo and any other design elements that you use in your advertising and packaging are perhaps the most important part of the brand identity being communicated to your target audience. A great logo is the first step to creating a brand that will leave a lasting impression on current and potential customers. Whether you are operating an online business, running a small local shop or filling stores with your products nationwide, your logo is an essential aspect of your brand. Here are three quick tips to help you make the most of your logo and leave a lasting impression on consumers:

Keep Your Logo Prominent
When coming up with creative packaging ideas for your products, always make sure the logo is front and center so customers see it right away. Retail spaces also provide an excellent opportunity to keep your logo in the customer’s line of vision with well-positioned product displays. The same goes for online selling efforts. If you’re selling items online or promoting your brand through a company blog, newsletter or any variety of social media channels, make sure the logo is positioned on every webpage so customers will see it at first glance. Web designers often suggest the top left corner, as this is where viewers’ eyes tend to go first when scanning the page.

Branded Box with Logo

Reinforce Your Brand with Promotional Products
Placing your logo on product packaging, price tags, displays and storefronts is just the beginning when it comes to brand reinforcement. There are many ways to use your logo to reinforce your company’s brand identity, including a wide range of apparel and promotional merchandise. If you have employees that are visible to customers, you can maximize the impact of your logo by embossing it on their uniforms and/or nametags. Any opportunity to give out useful products such as key chains, pens and water bottles is a chance to promote your brand. This is an especially good tip for public events, conferences and trade shows.

Include Your Logo Every Time You Correspond
Communications with customers, vendors and other parties provide yet another opportunity to maximize the effect of your logo. Everything from business cards and company letterheads to email signatures, marketing templates and presentations should include a prominently placed logo consistent with other aspects of your corporate identity. Even if the correspondence doesn’t include the company name in bold letters, it should always include the logo. This is what people will associate with your brand before they even think about the name—so make the most of it.

The Latest Trends in Branding and Packaging

Trends in product branding and packaging are always evolving to keep up with the times and align with consumer expectations. From logos, brand imaging and color schemes to packaging, manufacturing and advertising methods, there are many factors you must consider to stay competitive in our consumer-driven society. The 21st century has seen numerous shifts in how companies brand and package their products, and as 2014 rolls on there are several new trends taking the retail world by storm. Here are 4 of the biggest branding and packaging developments worth taking note of:

  1. Accommodations for the Aging Population
    The continued growth of our aging population, not only in the U.S. but across the globe, is one of the biggest influences on branding, packaging and product design. As baby boomers and subsequent generations continue reaching and surpassing retirement age, with medical advances allowing people to live longer and healthier, senior consumers cannot be ignored. This has led to an increase in easy-to-open packages, easy-to-read text and fonts on product packaging and more products that are designed with the concerns of aging individuals in mind.
  2. Increased Convenience and Mobility
    Products and packaging that make life more convenient have been popular for generations, and nowadays that means being mobile. Of course, we all know the importance of mobility in computers, phones and other electronics, but this consumer trend goes far beyond our smartphones and tablets. The surge in products designed with convenience and mobility in mind can be seen in the prepared food market, for example, with more foods designed to be taken on the go or easily prepared at home by adding a few simple, fresh ingredients. Consumers also don’t want to sacrifice quality and competitive pricing for convenience and mobility, leaving retailers and manufacturers with a tall order—but not an impossible feat to accomplish.
  3. New Packaging Options for Liquids
    From juice, soups and coffees to wine, energy drinks and even baby food, there are more options than ever before when it comes to packaging liquid products. Flexible packaging seems to be at the forefront of the liquid packaging market at the moment, with high-quality films, pouches and dispensers, and overall designs that are more convenient, portable and ready-to-use. Glass, aluminum and plastic are certainly not the only options for the packaging of liquids anymore.
  4. Sustainable Packaging and Eco-Friendly Branding
    Consumers are more aware of the need to protect our environment than ever before, and many people are more likely to buy a product if they believe the packaging is sustainable and the company that produces it is considered “eco-friendly.” We are seeing more sustainable and biodegradable packaging choices, including more flexible materials and minimal packaging designs. Any shifts in manufacturing and packaging must be visible to the consumers to have a positive impact on public perceptions and sales figures, though, which means rebranding efforts must be part of the equation.
    Sustainable Packaging - Cardboard Boxes

These are only a few of the most important shifts in product branding and packaging, of course. Retail giants must always be on the lookout for such trends to stay ahead of the curve.

How to Boost Your Brand Identity

When it comes to product packaging, boxes are just the beginning. From the price tags on your products to the tissue paper and boxes your products are packaged and shipped to customers in to the retail displays used to promote your products in stores, there are numerous opportunities to turn each and every sale into a marketing opportunity for your company and its brand identity. The first step, of course, is designing a great logo. If you don’t have an experienced and creative designer on your staff, this will require an outside consultant who can help create a logo that is going to leave a positive, relevant and lasting impression on consumers. Once you have a strong logo that represents the values, ideas, images and personality that you want to be associated with your brand, then it’s time to put it to use. Consider the following tips to help elevate the effectiveness of your logo, both in stores and online:

Keep In-Store Branding Colorful and Consistent

Whether you have your own storefront or sell your products in other brick-and-mortar stores, there are many opportunities to reinforce your brand identity throughout the shopping experience. The first step is product packaging. Boxes and other elements of the packaging should carry the logo prominently with a design that is consistent with the rest of your brand identity. If you have your own storefront, everything from the signage and window displays to the store’s color scheme to the price tags, tissue paper, bags and even receipts should maintain the brand identity you have cultivated. And if you carry your products in other stores, think about what kinds of creative displays can be used to most effectively show off your logo and make your products stick out.



Use Online Sales to Market Your Brand

The design of your online store, corporate website, company blog and social media pages can also build your brand identity with carefully placed logos and color schemes that are consistent with other designs and images used throughout your advertising and packaging. Make sure the logo is above the fold where online viewers are likely to see it right away. Most designers suggest the top left corner of a webpage, because this is where most readers start scanning a page. Email communications, e-newsletters and other online correspondences should also carry your logo prominently and remain consistent with your brand identity. And when the package arrives to a customer’s door, they should be greeted with your logo on the box, on the receipt or invoice, on the tags, and anywhere else you see fit.

At the end of the day, the key is to make sure your logo goes everywhere your products go, and everywhere your brand goes. From packaging and boxes to email templates and marketing presentations to promotional merchandise and flyers, there are so many opportunities to let your logo do the talking. As long as it’s in good taste and consistent with your overall brand identity, the results are bound to be positive.

Top 4 Industry Trends in Retail Packaging

Consumer experts are always talking about the latest retail packaging trends, and every year it seems things are evolving and advancing at a faster pace than the year before. With 2014 well underway, and retailers already gearing up for the next holiday shopping season, many branding and packaging trends have surfaced and shown themselves to be very important in the retail industry. We’ve compiled four of the top trends that retailers and industry insiders should definitely consider (if they aren’t already):

TREND #1: Benefiting from Compliance and Eco-Friendliness
From patient safety to environmental sustainability, retailers have more factors to consider in their packaging than ever before. Some of the latest trends in packaging and branding include more innovative unit-dosing designs on drug packaging, more eco-friendly food and beverage containers and more sustainable manufacturing processes. While these may seem like a lot of effort, the positive public perception to such changes can more than pay for the initial and ongoing investments. The key is to make the changes as publicly as possible in order to take advantage of the PR benefits.

TREND #2: Integration of Technology in Branding and Packaging
In the information age, many consumers already know what they’re looking for before they go to make a purchase because they’ve already done the research and considered all the facts. The most obvious way to make sales in such an environment is to offer high-quality products and maintain a positive public perception about your brand identity with as much good information as possible available for savvy consumers. This is the hard part. One simple solution to take advantage of consumers’ increased use of information technology is to integrate user-friendly apps into the branding and packaging of your products. Things like scan-able, interactive links can make your packaging more useful to consumers, and help them feel more confident in their purchases.
Printed Box with QR Code

TREND #3: New Methods for Reducing Shrinkage
Shrinkage is a big problem for retailers, whether it’s caused by the theft, damage or loss of products, or for any other reason. The more shrinkage that occurs, the fewer products there are to sell, and the smaller the profit. We are seeing many retail industry trends that increase the security of products without negatively affecting the experience for consumers. Packaging that reduces the opportunity for theft and shrinkage while simultaneously enhancing the customer experience is a major trend, for obvious reasons.

TREND #4: Smarter Safety Solutions in Packaging
While it may seem absurd or even funny, the fact that many people are injured or even sent to the emergency room every year due to overly complex, protective packaging is no laughing matter. Oftentimes, packaging engineers are more concerned with increasing security and reducing theft than they are with the safety of consumers. It should go without saying that this is not good for the public perception of retail brands. Now more packaging engineers are striving to come up with designs that protect them from theft and shrinkage while keeping consumer safety always in mind.