Why branding is critical in today’s packaging industry
As consumers we’re all exposed to hundreds of brands every day. But as industrial marketers, do we always recognise the importance of branding in our professional lives? In the packaging sector, where material and equipment manufacturers supply the world’s greatest brands, do they neglect their own?
An industry in evolution
Today’s packaging market is a challenging, but incredibly exciting, place to work. Technical innovation, creativity, globalisation and irrefutable pressure on the bottom line have combined to create a dynamic, stimulating and value-focused business environment.
But it’s also a sector where, across the board, demands and expectations have soared. The competitive landscape is vast (thanks to the surge in new packaging formats, especially in food and drinks) and scrutiny of packaging performance and sustainability has rocketed. The rewards are huge, but neither easily won nor guaranteed for ever.
So the brand is more important now than ever before. Existing brands need to be re-visited regularly and if necessary, refreshed or overhauled. Perhaps, even discarded. And new ones must be carefully developed and consistently implemented to ensure they fit within your brand architecture and support the growth of your business.
“If you are not a brand, you are a commodity.” Philip Kotler
9 important questions to consider
If it’s been a while, take a look at your corporate and product brands with these points in mind:
- Do they fit with the business you’re in today and where you want to be in five years’ time?
- Are you sure they’re relevant to your market(s)? What independent insight are they based on?
- Do they convey your intended messages, and are those the messages your audiences want to hear?
- Are your brands cohesive? Do all aspects of each brand coordinate and support each other?
- Do you have an adequate brand toolkit or identity manual?
- How well do your product brands fit with the corporate one?
- Are your brands differentiated enough from the competition?
- Are they being communicated correctly, consistently and through the most appropriate channels in different countries, languages and sectors?
- Are you monitoring and measuring the performance of your brands and are you happy with the results?
If the answer to any of those questions is “no,” or if you’re not sure, get in touch: we can give your packaging brand a boost.
Or share your thoughts below on the business brands you admire most – from within the packaging industry or further afield.
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