Don’t make the mistake of generic packaging. Anytime you have an opportunity to connect your product with your corporate image, take it. Not only will your customers have one more point of exposure to your brand, but this also increases the likelihood of exposing new customers to your brand.
Examples abound: unbranded envelopes, basic business cards, blank cardboard boxes, and simple letterheads are just a few illustrations of places and products on which you should consider putting your logo. You will probably find that branding these items are not as expensive as you think. Besides, the payoff can be worth many times the expense.
Don’t underestimate the power of keeping your logo in front of your current customers. The competition can be ruthless. And competition frequently comes from the sheer number of opportunities available to customers. While they may be used to you, comfortable with you, and happy with your services, there is always the temptation to try something new. Your brand on your packaging reinforces your relationship with your customer and is one simple trick that can keep the competition at bay.
And don’t forget that new customers can be discovered through these new branding efforts. Many purchases are made because the customer simply remembers one brand before the other. They make their purchase not necessarily because they have the strong preference for one of the other brand. Instead, the company that won the purchase was simply the company that had done a better job of branding.
So, whether you are a small business that has not taken advantage of branding all your packaging or you are a big business that thought you might cut costs by using generic packaging, consider that unbranded items are unmemorable items. The cost of keeping your brand at the top of your customers’ mental list is worth the extra costs of branding generic packaging.
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