Not all packaging design projects are born equal.
Some have bucket loads of SKUs while some have one or two. Some packaging design projects launch a new brand into the stratosphere, whilst others demand a tweak to keep market leaders on top of their game. When it comes to designing packaging that captures attention, encourages trail and engages the consumer with your brand, there are an infinite number of of variables that need to be understood. However, there is one single, consistent thread that connects all successful packaging design projects – and that is a client with a differentiator’s mindset.
Over the years at Truly Deeply we’ve worked with just about every shape and size of packaging client across most categories that need packaging. It’s in the initial project discussions that we get a sense of that client’s clarity of vision and appetite to truly stand out from the pack. Most categories adopt a strong degree of ‘me-too’ design strategy where the design approach sets-out to mimic the market leader and rest of the category. The reason for this can include risk aversion, trying to appeal to another brand’s customers, lack of imagination, lack of clear brand/product differentiation, or lack of the conviction required to stand-out.
But occasionally we come across a brand owner or manager with absolute clarity about their brand, it’s differentiated consumer value proposition and the benefits of standing-out from the pack. The challenge for these clients is in ensuring the strategic thinking is sound in order to maximise engagement with their audience by standing-out, rather than looking different for the sake of it. We find the end result for these clients to consistently be the hardest working packaging – that which appeals to new retailers and new customers alike, grows sales, builds customer loyalty and drives business growth.
So if it’s that simple, why doesn’t every brand take this approach? I believe the answer to be FOMOOS – ‘fear Of Missing Out On Sales’. The fear of losing customers can be paralyzing. Brands find themselves focused on avoiding losing customers, rather than finding new ones and building long term brand loyalty. The irony is that brands who spend their energy trying not to lose customers, often lack the perspective and vision required to stay relevant in the market, leading to longer-term decline. Where-as brands with the sharp focus of differentiation provide a platform of customer loyalty on which to build long term growth.
This client approach has seen us successfully launch several new products to market, including consumer brands TOM Organic and Gelati Sky and food service brand Soulful Soup. It’s no coincidence that those with the least to lose (new market entrants or brands losing market-share) are most often the clients with a positive, differentiating mindset.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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