If you’re an entrepreneur with a bright idea or a business with some new products, you’ve got to work on product promotion and building brand awareness. Big names don’t become big over night: you know their names, products, logo and possibly even business philosophy because they have put in the effort to get themselves out there. People become loyal to brands when they know who they are and what they represent.
The aim, when bringing out a fresh product is informing people what the product is, what it can do for you and also the associations with that come with that brand. Coca Cola are a prime example of a strong and recognisable brand: they use a fixed colour scheme, a striking font for the logo and clever marketing strategies such as the “Share a coke with….” campaign that’s got people hooked on searching for their name on a Coke bottle. Click here to discover what makes Coca Cola such an innovative and successful brand.
One way you can build your brand, and create a name for yourself is by investing in smart, innovative packaging solutions for your product. The packaging is the first thing people see; it’s like an introduction to the product and if done properly it should stir curiosity and excitement in the buyer. The packaging should also represent the company and the product; if the product is glamorous, then so the packaging should be or if it’s a serious product, then the casing should reflect this too. Think Tank Media are a creative packaging solutions business who has worked on fantastic products with the fashionable and famous. Click here to see their work.
Packaging can be make or break between someone buying your product or a competitor’s. People like to know that they’re getting quality and you can use the packaging to give off this impression. If effort has been put into designing the packaging, and even the promotional gifts that come with the products, you can see that you’re buying from a company who is passionate about what they do. Ted Baker is an example of stylish design of their products. If you walk down the beauty isles of Boots at this time of year you can see dozens of competing beauty products. The Ted Baker range stands out due to the patterns, distinctive colour schemes and the gorgeous curly font, which makes it instantly recognisable. Click here for Ted’s main site and here to see the range of Ted Baker beauty products on offer at Boots.
For the company, the packaging is the finishing touch of a product before it can be sent to stores, but for the customer, it is the beginning of an exciting relationship between consumer and commodity. The outer casing of a product is similar to the cover of a book; both should draw the audience in. It can also help to create brand character, buy using themes, images and colours on the outer shell. So when launching your product, don’t just think about the uses and features of the item, but think about its place in the market. You can make a product really stand out from all competitors if it’s “cover” is as amazing as the product within.