More Than Just Business: Let Your Brand Tell a Story Through Packaging

What is the leading role of product packaging? Content protection, you might say. This is undoubtedly true. But don’t forget branding. Do you want your brand story on the packaging to be recognizable? Then tell it right. This will give you another decisive competitive advantage. When a customer has to decide which product to choose, he will prefer a brand that he already knows something about. If the story on the package convinced a person, this adds points in favor of the product. The winner gets big sales and solid profits.

Importance of packaging

Packaging that effectively tells your brand story has two main benefits:

1. Brand awareness increases exponentially: anyone who sees branded packaging is automatically aware of your business. Therefore, the customer will recognize your brand among others the next time they see it. Brand awareness is critical to business development – ​​people are more likely to trust a brand they have already heard about. А trust leads to loyalty;
2. The use of branded packaging allows you to control your reputation. You can easily create a positive image for your brand and use it to maintain a positive reputation.

How can packaging tell the story of a brand?

• Messages. Printing on the packaging is used to spread brand awareness. These messages may include witty jokes, good wishes, or calls to action. These messages are memorable and allow the audience to learn more about your brand’s ideas and values;
• Picture. A picture sometimes replaces a thousand words, so many companies choose this method of communication with customers. A well-chosen image not only draws attention but also conveys the personality and aesthetic of your brand;
• Color. Usually, colors evoke strong emotions in people. So, what emotions do you want to evoke in buyers? Inspiration, calmness, or a call to action? Use the color associated with this emotion on your packaging;
• Additions. Packaging can contain not only the product itself – add a couple of bonuses to surprise and delight your customers. These cute gifts will help win over customers and get to know your brand better, from tiny cards with personalized messages to free samples.

Let people feel like they’re buying a story

If people like what you do, they will want to be a part of it. So let them become a part of the story because they pay for it. What does it look like in practice? Imagine you bought a theater ticket. But it turned out that you will be allowed to observe the plot from the audience and participate in the play itself. These are entirely different emotions and sensations! The same principle works with packaging:

Suppose you are designing custom cannabis packaging. Let people experiment with a packaging design style that conveys experience and focuses on beautiful details. Expect more intricate and detailed designs, more affluent, deeper color palettes, and more prominent patterns. The winner can be presented with free products. When you allow customers to write your brand story with you, they will be loyal to you for years to come. Moreover, each such new story is a confirmation that you are doing the right and valuable thing together.

Add sincerity and passion

The secret of a great story is that you need to create packaging with sincerity and passion. It will turn out to be truly strong, give the audience vivid emotions, and fall in love with your product. When people hear about your brand everywhere, it builds their trust. And when they begin to talk about you, they understand that you are essential to them. Constantly experiment with your story, win the hearts of customers – and then you will leave your competitors far behind.

Creating custom packaging is more of a challenge than just packing a product in a simple box. The buyer sees the packaging before the product in it. That first impression can be the deciding factor whether a person buys your product a second time or moves on to another seller.

This is where it’s crucial to stand out. Pay attention to how your competitors are doing and do something different. This will help separate you and your competitors in the minds of buyers and make your product more visible among similar ones.