Branding/Marketing

How to Select Packaging, Brand and Label for Your Product

My good friend Sid is the owner of a large packaging company in Cheshire (Stampbourne Packaging and Boxes). They have a huge warehouse and manufacture many designs. Over the years, Sid has come across many good and bad design ideas, and understands that getting the packaging and branding right is key. I asked him and his team to put together a quick article to give some information! Enjoy!

die cut boxes packaging idea

Some amazing packaging and branding using die-cut boxes to really make a bold statement to your customer

Branding Process

A vital process for businesses is branding. It is important that your brand really stands out from the rest, so investing money and time into researching as well as planning is important for its development. Begin discussing any ideas you may have with your business partner, contacts in the industry and even family and friends.

Money can be very short for a start up business so employing a branding agency may not be possible. That being said, one of the most effective ways of creating a brand that stands out and works is by using an outside consultant to help you develop your brand.

In this article we’ll review a few different startups and what they did. The first is the beer brand BrewDog, which was founded by James Watt and he emphasises how important it is to “invest in your brand as it is the most powerful and valuable aspect of any business”. Branding is the outside face of your business so it is of equal importance as it is to invest in a good IT system.

It will probably be more convenient to hire a local agency as opposed to a large agency, it will also allow for meetings to discuss the product face to face and it is more cost effective. It is invaluable to the development of your brand to have this personal communication with an outside consultant, it is also important to clearly communicate your exact goals and objectives.

It is also important that from the beginning you are clear on what you do not want, this avoids having to change things around later. Cheaper deals may be offered by local agencies and may even initially be persuaded to work for a smaller payment hoping that larger payments may be secured are a later date or when the business is up and running.

The jam company, SuperJam was founded by Fraser Doherty, who was able to persuade a design agency that was local to work with him when starting out for a small fee. He stated that this is something they agreed to as it was their belief that SuperJam would be quite successful, therefore further down the line they would benefit from repeat business, this was obviously a smart choice.

Make sure that before you decide on one, you really shop around and check out a few agencies, this will guarantee that you find the most suitable consultant for your business for the best value. Look for someone with a clear understanding or background in your industry, their expertise will prove to be a valuable asset.

Die-cut boxes, Packaging and more!

It can be quite complicated to package, it requires a lot of planning and thought. Make sure that you always allow yourself enough time to properly package your products. Magic Whiteboard was set up by Neil Westwood and he recalls that they had to redesign their packaging more than once before they settled on a final choice.

Who are your target retailers? How will they be displaying your product? Keep in mind that they will want to use as little space possible in their locale. Shape and size are paramount, so is where you position the labels and handle. Neil suggests that before ordering any boxes, get some of them mocked up os you can properly asses the packaging. You can also show these mockups to buyers who may provide you with feedback on what works well and what should be changed.

Investing in hiring an outside consultant or a product development director is an investment that Grace Foder believes is worthwhile. It is crucial to get the brand and packaging perfect as it is the tool that generates the highest amount of sales, after all it is the first thing that is seen by potential customers.

The labels and packaging can be created by local printing businesses and probably at a lower price than a larger printing company would, keep in mind however that depending on the size of your order, if you only want a few prototypes, bulk buying discounts may not be available. It may also be worth looking into a small design agency who may be able to help as they may have quite a few connections in the field.

 

This video may be a bit dated, but still has some great advice on packaging and branding.

Labelling

When deciding what labels to use for your product, basic market research is the best option. Look at other products on the market as well as your competitors and try to determine what really works and what doesn’t. The significance of labelling as well as how it can affect sales is often underestimated by businesses, so make sure that the one you choose is the one that will really work the best for your product.

The co-founder of Bulldog Natural Grooming, Simon Duffy views the supermarket shelf as if it was his billboard. It is where you are going to show off your product, by creating labels that are original and imaginative, you can really make the most out of this opportunity.

Your brand and its proposition must be reflected by the label. A label that is clear and simple will help your product to really stand out when on the shelf, after all this is the main aim, keep in mind that many times shoppers do not have time to browse. We sell loads of mug boxes but if the products aren’t properly labelled then nobody knows what is in them or the specifications like colour, size, etc.

Jemma Kidd Makeup School´s Grace Foder warns of how dangerous it can be if a label becomes too convoluted. She explains that is must be simple, clean and to the point. That being said, although labels should not be complicated, make sure that you do not miss any of the wording, correcting this can be very burdensome and expensive.

There are also many legal requirements to consider, for example including ingredients for cosmetic products or food items also the time after opening date in which it must be user or a use-by date. Keep in mind that you should also leave space for a barcode and a Euro hook may want to be included if you are planning on selling out of Europe.

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