Why
Branding is the way forward to global success
Branding has become such a powerful buzzword these days that there is so much confusion in the marketplace as to what it really means. Often branding is mistaken for advertising. And the brand is certainly not just the product. It is far more than that.
The brand is the company. The brand is the corporate culture. The brand is the vision for the future and the company’s commitment to the present. It is about perceived value that the consumer attaches to the product. The product is simply the testimonial of what a company promises its consumer.
Because branding is about perceived value of a company, success comes to those who invest in it knowing that is takes time to fully establish a good reputation in the market as a producer of quality products.
A well-structured company most undoubtedly will produce good quality products or provide good quality servise. All successful brands stand testimony to this statement.
Brandpackaging is more than just wrapping up a product
It is how a company structured, its facilities designed, its corporate identify formulated, its human resources trained and its promotional materials crafted.
It requires strategy and a clear idea of what the company wants to achieve that is captured and visually communicated in a number of ways to touch the hearts and minds of the targeted audiences. Even if a company had begun with just the intention of making a profit from the sales of its products it will have to consider what its brand is all about in order to make that connection with the consumer. Otherwise the product will easily lose out to its competitors and these days there are many brands that just about sell the same thing to the consumer.
Branding begins with the creation of a brand vision
Its success is dependent on the quality of its product. No amount of fancy words or captivating design in going to convince consumers if they are not satisfied with the product itself.
Great design and attractive packaging may persuade the consumer to purchase the product but once the cover comes off the product is on its own. It must deliver what it promises on the wrapping. These days people are less loyal to a brand and are always willing to experiment to find out if they can get a better product through another brand. So a brand vision must include constant research to innovate and make the product perform better.
Every Packaging is a 5-second commercial
Five seconds is all the time it takes for a consumer to glance across a supermarket shelf. An arresting design will entice the buyer to reach out and take the product out to read what is on the packaging. A compelling sell will persuade the buyer to make the decision to buy it.
Packaging that delights and captivates the consumer has a better chance of selling the product.
There are purchasers who will buy a product because they love the design of the packaging. But that doesn’t mean we should stuff a lesser quality product into a high quality packaging. If we do that there will not be a second purchase!
Branding benefits
- Serves as a guarantee for quality and creates confidence in consumers.
- Acquires a special identity and appeal making it easy for the consumer to select.
- Provides the advantage of product differentiation.
- Functions as a modern marketing tool to build business.
- Makes the product to stand out and attracts consumer attention.
- Develop trust and builds consumer loyalty.
- Represents corporate image that helps to sell the brand
- Stand for product benefits, uses and advantages.
- Influences consumers to make the right choice that benefits him/her.
- Motivates the consumer to make repeated purchases
- Help to spread loyalty through word of mouth.
- Create awareness, competitive edge and product advantages.
A well-packaged product
- Attract customers
- Makes a positive statement about the quality of the product.
- Conveys useful information e.g. Halal certification, expiry dates, and ingredients.
- Gives warning and safety guidelines.
- Makes the product stand out from the clutter.
- Builds brand identity.
- Create corporate identity and awareness.
- Retains freshness, durability and shelflife of the product.
- Condorms to environmental needs