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  • Writer's pictureWill Thurman

The Overlooked Marketing Channel

Updated: May 16, 2023

Building a strong brand image is crucial for companies to stand out and capture consumer attention. While many organizations focus on digital marketing and online presence, they often overlook the significance of their printing and packaging strategy. When executed thoughtfully, printing and packaging can serve as powerful tools to enhance brand image and create a lasting impression on customers. In this post, we will provide insights into how companies can effectively leverage these elements to elevate their brand image.


Aligning with Brand Identity:

Every company has a unique brand identity that sets it apart from competitors. Incorporating consistent branding elements across all touchpoints, including printing and packaging, reinforces brand recognition and builds customer trust. By carefully selecting colors, typography, and visual elements that align with the brand identity, companies can create a cohesive experience that resonates with customers.


For example, renowned brands like Apple and Tiffany & Co. have mastered the art of consistent printing and packaging. Apple's minimalist design approach is reflected in its sleek packaging, which echoes the simplicity and elegance of its products. Similarly, Tiffany & Co.'s iconic robin's egg blue box has become synonymous with luxury and sophistication. Such attention to detail enhances the overall brand image and leaves a lasting impression on consumers.


Environmental Responsibility:

In recent years, consumers have become increasingly conscious of environmental issues and expect businesses to adopt sustainable practices. Incorporating eco-friendly printing and packaging solutions not only demonstrates a commitment to the environment but also enhances brand perception.


Companies can explore various sustainable options such as using recyclable materials, reducing packaging waste, and opting for environmentally friendly inks. Sharing this commitment to sustainability with customers through packaging can create a positive brand association and help forge deeper connections with environmentally conscious consumers.


Innovative and Memorable Designs:

Printing and packaging provide a unique opportunity to showcase creativity and innovation, leaving a lasting impression on customers. Unique, well-designed packaging has the potential to captivate consumers, create excitement, and generate word-of-mouth marketing.


Consider the success of beverage company Coca-Cola's "Share a Coke" campaign, where they personalized their packaging with popular names. This initiative not only created a sense of personalization but also encouraged customers to share their experiences on social media, resulting in increased brand visibility and engagement. Innovative designs and interactive packaging elements can significantly enhance the customer experience and contribute to a positive brand image.


Storytelling through Packaging:

Packaging can be a powerful medium for storytelling, enabling companies to communicate their brand values, product benefits, and company mission. Thoughtful packaging can evoke emotions, establish a connection with customers, and differentiate a brand from its competitors.


Patagonia, an outdoor clothing company, includes messaging on its packaging that highlights its commitment to environmental conservation and encourages customers to reuse or recycle the packaging. By doing so, Patagonia reinforces its brand values and builds a community of environmentally conscious consumers who resonate with its mission.


In today's landscape, every touchpoint counts when it comes to shaping a brand's image. While digital marketing channels are vital, companies should not underestimate the power of their printing and packaging strategy. By aligning with brand identity, adopting sustainable practices, fostering innovation, and leveraging packaging as a storytelling tool, businesses can enhance their brand image and leave a lasting impression on customers. A thoughtful and strategic approach to printing and packaging can make a remarkable difference in building a strong brand presence and gaining a competitive edge in the market.

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