Top 10 Packaging Trends for 2016

According to a 2013 publication by EY, the global consumer packaging market is valued at approximately $400 billion. That figure balloons to $500 billion when industrial end markets are included. [1]

 

Packaging is clearly a big business, but it’s not just about the materials that cover a product or protect it prior to purchase. First and foremost packaging must grab the attention of its primary audience, stand out from the competition and create a compelling reason to buy.

 

Packaging must sell the brand proposition and how it can enhance the purchaser’s life, present the product or contents to best effect, fulfill statutory and mandatory requirements, protect contents, help the purchaser use and store the contents appropriately.[2] People buy with emotion first and justify with rational afterwards, regardless of gender or cultural background, so your packaging must touch the heart if you want to move the mind.

 

Below, we’ll look at combination of 10 emerging and continuing packaging trends for 2016.

 

1. Packaging with Hand-Drawn Labels

 

Last month I wrote about ‘What Customers Want: Top 16 Branding Trends for 2016’ and in that article I touched on key trends in the brand arena for the year ahead; personalized, authentic, humanized, interactive, transparency, engaging, and mobile. Packaging is in effect at the sharp edge of these trends too.

 

Shoppers are gravitating towards brands that convey authenticity and that’s often very effectively conveyed with ‘hand done’ or ‘hand finished’ details. With that in mind, some companies have redesigned their brand packaging to feature carefully hand-drawn labels. The High Weald Brewery is one example. Made in Sussex, England, these artisan brews feature packaging that commands attention [3] and complements the upscale beverages inside, plus conveys warmth that implies the distinctive labels weren’t just hastily made or mass produced as an afterthought.

    

   High Weald Brewery 600px

Image via www.highwealdbrewery.co.uk

  

 

2. Personalized Packaging

 

Although this trend emerged in 2014, it shows no signs of slowing down. Coca-Cola led the way with bottles that read, “Share a Coke with…” and featured a person’s name. As the trend gained popularity, the labels became more generic and featured names such as “Mom” and “a Friend”. Now, Coca-Cola has a designated website where people can buy personalized Coke bottles.

 

Nutella, a brand of popular hazelnut spread, has also followed suit by creating packaging with names.  As of October 2015, customers in the UK can request free personalized labels after purchasing Nutella. 

 

 

3. Metal Packaging You Can Microwave

 

Dutch students helped create premium packaging for Emmi, a Swiss dairy brand. Available as part of a ready-to-use fondue kit, the package consists of a metal bowl that can be microwaved or placed in a traditional oven, thanks to a special food-safe lacquer. [4]

 

 

 Emmi Fondu Tulip Karton 400g Usa 600px

Image via www.packworld.com

 

 

Emmi wanted to keep its brand strong with packaging that encouraged differentiation, and has received critical acclaim for this innovation. It may encourage other companies to develop similarly forward-thinking packages in 2016.

 

 

4. Packaging Gets Increasingly Convenient for Customers and Consuming Food

 

Since consumers increasingly lack free time, many large companies have endeavoured to help them cook dinner as easily as possible. Some smaller establishments are also meeting that growing need.  One such venture is The Black Farmer, also based in the UK.

 

Case Study: The Black Farmer

 

Run by Wilfred Emmanuel-Jones, The Black Farmer offers premium meats, including gluten-free options — another growing food trend. It recently announced a pork loin roast that cooks in the package and includes a special blend of spices. [5]

 

 

 The Black Farmer Pork Loin Roast In The Bag 600px

Image via www.theblackfarmer.com

 

 

Jones says research has shown consumers are not confident enough cooking pork at home because they’re not sure how to do it well. The roast-in-the-bag design cooks the pork in less than an hour, and most importantly does not require preparation.

  

 

 

 

This convenience is commonly offered for chicken, but The Black Farmer is the first brand to enter the pork market with such packaging. Translucent material makes it easy to see the contents, while this concept appeals to people who want quick dinners but won’t sacrifice high quality for convenience.

 

 

5. Materials and Structure Are More Than What They Seem

 

Global Closure Systems has engineered a new type of plastic material that mimics the look and feel of glass. These shatterproof containers have two layers and are more efficient to produce than previous kinds of containers made by GCS.[6] Not only is the packaging more pleasing to the eye compared to plastic, but it’s also safer for consumers since it’s less vulnerable to breakage.

  

  

 Global Closure Systems1112

Image via www.packagingeurope.com

 

 

Additionally, Sonoco has developed a package with a metal top and an easy-to-open pull tab, plus clear plastic sides so consumers can see inside.  Called the TrueVue Can, the BPA-free product has a customizable height and wall thickness, so manufacturers can request packaging that shows off their products effectively.

 

 

Tru Vue Plastic Can 600px 

Image via www.sonoco.com

 

  

 

6. Snack Packaging On-The-Go Becomes Handier

 

Last summer, the Hormel Foods Corporation expanded its brand of Skippy peanut butter by offering peanut butter-inspired snacks featuring a crunchy center with a soft peanut butter coating. They’re sold in clear plastic containers that not only make the snacks easy to consumer on the go, but enable customers to view them before purchasing.  However, it’s not the only product appealing to snack lovers who crave convenience.

 

Case Study: Walgreens

 

Walgreens followed Hormel Food Corporation’s lead by upgrading its private-label packages of premium nuts. Specifically, a section of the container is removable to allow consumers to use it as a single-serving bowl. The portability and versatility of the new packaging saw sales grow by 23 percent, and helped it earn a gold medal at the National Association of Container Distributors (NACD) Packaging Awards last year. [7]

  

  

 Walgreensnuts 500px

Image via www.chiefpackagingofficer.com

 

  

7. Increasing Prevalence of Recyclable – Coffee Pods

 

Last spring, Keurig began making recyclable coffee pods, much to the delight of eco-friendly consumers. [8]  In November, news broke that Wolfgang Puck would do the same. [9]  

 

 

  

 

 

These more sustainable forms of packaging follow a growing trend, not only amongst consumer preferences but are also at a statutory and industry level in response to the even more pressing environmental issues associated with excessive packaging, pollution and landfill. By introducing this Earth-conscious functionality, brands are signaling consumers can still enjoy preferred products without being wasteful.

 

 

 Wolfgang Puck 500px

Image via www.packagingdigest.com

 

 

It also potentially becomes a more transparent and honest part of their CSR brand strategy, a factor which has a huge impact on Millennials’ decisions to purchase a brand. In fact it’s worth noting that six out of ten Millennials feel personally responsible for making a difference — all of which impacts their brand choices. 90 percent of Millennials actively purchase brands associated with a cause and half of Millennial consumers will abandon a brand if they disagree with the company’s ethics.

  

 

8. Packaging That Makes It Clear How Consumers Can Give Back – CSR

 

Expect to see a larger amount of packaging that spells out how consumers can make a difference by buying a particular product. Piggy Bank Wines, for example, gives 25 cents from every bottle sold to one of three charities.

  

   Piggy Bank Wines Home Pg 600px

Image via www.piggybankwine.com

 

  

The packaging features a QR code consumers can scan so they can vote for their favorite of the three organizations. Once the charitable fund reaches $5,000, voting ceases and the money is distributed accordingly.

 

 

Case Study: SoapBox

 

In a similar CSR-related vein, the SoapBox company features a “Hope Code” on its packaging that users can use to find out where the profits from that product are going. [10] Every code is unique, meaning people can theoretically support a different charitable cause with each purchase.

 

   Soap Box Soaps 600px

Image via www.soapboxsoaps.com

 

  

Fittingly, all the company’s charitable efforts focus on sanitation needs and clean water. This outreach matches the brand’s focus and is an inherent part of it’s brand values, all of which helps encourage its primary customers to embrace the cause and the brand.

  

  

  

  

  

9. Packaging That Makes Product Dispensing Simpler

 

The makers of Daisy Sour Cream have released a new package for its product that allows consumers to dispense the ingredient without a spoon. Fitted with a flexible valve, the package makes it easy to dispense the right portion size. Also, the foil package fits in a refrigerator door, ensuring it maintains front of sight visibility for consumer and encouraging consumption before the expiration date.  [11]

 

 

 Daisy Sour Cream

Image via www.daisybrand.com

 

 

In 2016, it’s more likely brand owners will increasingly use packaging more imaginatively and in new ways to give them a more competitive edge to ultimately increase profitability.

 

  

10. More Beer Packaging May Include Nutrition Facts

 

In the United States, it’s voluntary for beer manufacturers to include nutrition facts on packaging. As you may expect, nutritional content is most often highlighted on brews touted as low calorie.

 

The concern with calories has also attracted attention in the United Kingdom. [12] The Local Government Association (LGA) is a lobbying group representing more than 350 councils. It argues alcohol is contributing to the obesity crisis, and consumers generally don’t realize how many calories alcohol contains. It remains to be seen what’ll happen with alcohol packaging in the UK.

   

It’s clear from the trends above that packaging does much more than just protect merchandise before it’s sold, or inform people about the products inside. It assists customers in making the right choice, it makes it easier for consumers to use the product, which may inspire greater loyalty, helps buyers do good by giving back and even make us admire how far science has come through new, high-tech packaging solutions.

  

Key Takeaways

 

  • Ideally, successful packaging must be visually pleasing, communicate the brand’s key message effectively and be user friendly — done well, it’s multi-purpose in its design both functionally and aesthetically

 

  • Appealing to consumers’ desire for convenience is a worthwhile strategy, if that packaging intent doesn’t undermine the perceived value of the brand

 

  • Societal trends, such as increased giving with active CSR brand strategies or recycling, will increasingly influence packaging trends

 

  • Simplicity, both in the way a package looks and functions in terms of ease of use, is a growing trend with consumers looking for brands with a sense of the more authentic, transparent and ‘responsible’ commitments to society

 

   

Questions to Consider

 

  • What are the technical and operational needs required for your brand’s future packaging? Have you adequately invested in those areas or conducted a brand audit to evaluate your changing market requirements?

  

  • Have you sought feedback from your primary customer to find out about the kind of improvements they’d like to see in your brand and its packaging, and how they feel about those planned changes if your considering rebranding?

 

  • Recyclable coffee pods are examples of how well-known brands adapted to societal trends. Have you considered how your brand could do the same?

 

  • SoapBox judiciously combines its CSR strategy with innovative packaging design. How might your brand follow suit?

 

  • Personalization is an increasingly important brand trend but for packaging it can be prohibitively expensive. Are there ways you could tap into this growing trend and leverage it in a way that’s more cost effective?

 

 

You may also like:

  

• What Customers Want: Top 16 Branding Trends in 2016

  

• Packaging Design: Top 16 Tips for Great Eye-Catching Packaging Design

    

• Packaging Design: How to Make it into an Irresistible Customer Brand Magnet

  

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

   

• Limited Edition Packaging: How to Use it as Part of Your Brand Strategy

  

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

    

• Packaging Design: How It Can Make or Break Your Brand

  

• Creating New Brands: Top 10 Tips for Brand Success  

  

• Colour Psychology: Cracking the Colour Code for Profitable Branding

  

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

 

[1] http://www.ey.com, “Unwrapping the Packing Industry: Seven Factors for Success”, 2013.

[2] Simon Preece, http://www.forbes.com, “The Five Things Product Packaging Must Do”, July 2014.

[3] http://www.thedieline.com, “High Weald Brewery”, November 2015.

[4] Anne Marie Mohan, http://www.packworld.com, “Microwavable Metal Bowl Developed for Ready to (H)eat Fondue”, December 2015.

[5]  http://www.foodbev.com, “The Black Farmer Launches Roast-in-the-Bag Pork Loin Joints”, December 2015.

[6] http://www.packagingeurope.com, “Global Closure Systems Provides ‘Glass-Like’ Plastic Jar,” November 2015.

[7] http://www.chiefpackagingofficer.com, “New Nut Container Upgrades Walgreens Private Label Snack Packaging,” December 2015.

[8]  http://www.businesswire.com, Keurig Makes Coffee-To-Go Easier with Launch of K-Mug Pods,” March 2015.

[9] Kate Bertrand Connolly, http://www.packagingdigest.com, Wolfgang Puck Switches to Recyclable Pods,” November 2015.

[10] Kate Bertrand Connolly, http://www.packagingdigest.com “SoapBox’s HopeCode Shows Consumers How Their Purchases Are Helping,” June 2015.

[11] Dave Johnson, http://www.packagingstrategies.com, “Daisy Turns Sour Cream Upside Down with New Flexible Package,” December 2015.

[12] Seb Joseph, http://www.thedrum.com, “Alcohol Packaging Should Sport Calorie Labels, Warn LGA”, January 2016.

  

  

Lorraine Carter Speaking at The Future Business Forum, Bucharest

Would you like some critical insights into the future trends of branding and business today?

 

Join me at The Future Business Forum 2016, Romania, where I’ll be addressing the key trends in branding and how they’re impacting business so you’re empowered to make the right decisions for your future brand success.

 

  

  

  

  

Glen Kieran, Founder, Future Business Forum will provide an insight into the critical challenges organisations are facing when looking at their business 10 years ahead.

 

Ozana Giusca, Founder and CEO Tooliers, will share her strategies to generate business without any sales reps, no sales calls or meetings, simply by smartly using the Internet. 

 

Discover where the world is going and use those insights to drive your business strategy for your future brand success and increased profitability.

  

Want to know more?

   

Click here for details…

   

Future Business Forum Bucharest Jan2016

  

  

Millennial Branding: 6 Ways Your Brand Can Appeal to Millennial Customers

Millennials, the newest generation of influential consumers (also known as Generation Y or Gen Y), spend more than $600 billion dollars annually with spending power expected to reach $1.4 trillion by 2020, (or 30% of US sales) according to Accenture 2013 research.

 

While these statistics might sound like ‘gold bullion’ for many brands, in our experience often smaller companies and organisations struggle to develop their brand strategy in a way that relates relevantly to this fast changing group of buyers.

 

Millennial consumers are a very fluid constantly moving target with multiple devices overflowing with content clamouring for their attention 24/7. However don’t be too daunted, once you really understand this discerning customer properly and tailor your brand to really meet their needs, you can, like many others tap into this incredibly lucrative market.

 

 

 

Defining the Millennial Customer

 

A Millennial is generally defined as someone who was born between the years of 1980 and 2000, according to multiple online sources, including an article, “Oh, to Be Young, Millennial, and So Wanted by Marketers,” by Hilary Stout for The New York Times.

 

Millennials, on average, have around seven electronic devices that have the ability to access social networking, the internet and even television. While there are exceptions to this statistic, as there are in any demographic, 55 percent of these Millennials are using their devices to connect to videos several times a day, where a large majority of brand engagement takes place. Six out of ten Millennials feel losing their car would have a less negative impact on their lives than losing their phone or computer.

  

  

  

     

Due to the fact that almost half (45 percent) of Millennials admit that brands are a key part to their lives, recognized brand names are very important to this specific consumer when deciding to purchase something. They are a multi-device connected group and consequently research their brands thoroughly on multiple fronts before deciding to make a purchase. Their decision-making processes are influenced by some very sophisticated criteria coupled with social proof from the opinions of their peers online.

 

Goldman Sachs clearly explains what a Millennial consumer is and how this demographic can potentially change the economy, in a video published on YouTube in May of 2015: “Macroeconomic Insights—Millennials: Changing Consumer Behaviour.”

    

    

  

  

  

6 Key Brand Attributes Important to the Millennial Customer

 

1. High Quality Products and Services

The number one, most important characteristic that a Millennial looks for in a product is quality. If a product or service does not seem worth the time or the money to the Millennial, they’re unlikely to invest in it. This consumer will buy high quality premium brands but only once they’ve thoroughly validated its credentials.

 

 

2. The Power of Recommendation

Word-of-mouth is still one of the most powerful marketing tools on or offline. If a Millennial is happy with a product or service they’ve used, and the brand has consistently delivered a great customer experience, they’ll share this positively on a global scale. Fifty three percent interact with brands online they care about and tell others.

 

Conversely if a brand has let them down or failed to meet its brand promise they’ll also articulate their discontent verbosely. Thanks to social platforms, such as Twitter, Facebook and Instagram, Millennials are constantly sharing their latest purchase with hundreds, and sometimes thousands, of followers. This is especially the case if a Millennial owns something that is trending. These posts do not go to waste, either.

  

Dan Schawbel in his Forbes article states: “33 percent of millennials rely mostly on blogs before they make a purchase… [they] look to social media for an authentic look at what’s going on… especially content written by their peers whom they trust.”

 

 

3. Personalization, Partnerships and Co-Creators

Millennial consumers are vocal and speak their minds freely about products or services online. If brand owners monitor and track this online traffic it can provide them with invaluable insights and data enabling them to quickly address any issues and use the information garnered to inform new product development solutions specifically tailored to meet the needs of this very influential group.

 

Individuality matters to Millennials and they like to express themselves through personal style clothing. In fact 40% have gone beyond clothing to express their individuality with tattoos.

 

Brands offering customization and bespoke individualization are ahead of the game already. This will become an increasingly important trend for this audience, as evidenced by the success of Chipotle.

 

Millennials want to be treated like partners, not just purchasers, that’s why brands like Pinterest and Etsy have been so successful. 60% believe organizations should offer more ways for customers to share opinions and 40% want to co-create with brands. This provides brands, products of services, with incredible opportunities to engage this willing group and tap into them for their creativity.

 

  

4. Social Responsibility

Even with high quality products, great customer experience, good ratings and convenience, brands still need to offer more to their Millennial buyer. For this particular type of consumer, it is very important that they feel like they are making a difference and they will actively purchase brands which are seen to be ‘giving back to the community’ for the greater good in some way.

 

Six out of ten millennials feel personally responsible for making a difference, and because of this, an incredible 90 percent of these consumers actively purchase brands associated with a cause. More than half of the Millennial consumers will abandon a brand if they disagree with the company’s ethics.

 

By having the full-history of any brand available at their fingertips, Millennials collectively care about how even the smallest of their purchases can affect those across the globe. They are frustrated with statutory entities and Government and want to solve social problems through entrepreneurial solutions.

 

 

5. Life is an Adventure

Many Millennials feel that it is important to experience new things on a regular basis, as 70 percent want to travel to all seven continents, 75 percent enjoy food from cultures that are not their own and Millennials are two and a half times more likely to adapt to new technologies than older generations.

 

Often, this wanderlust spirit inspires Millennials to look for excitement in their everyday lives, which is why 60 percent of this generation considers themselves entrepreneurs and optimistic, creative thinkers.

 

This attitude is what pushes Millennials to have the desire to be not only a patron, but also a part of the brand that they are supporting. Affinity groups form within the Millennial culture, as it is a large, broad generation. Those with similar interests, tastes, achievements and circumstances often come together in order to work towards a common goal, which is what the Millennial consumer likes to see in their brand, as well.

 

 

6. Making an Important Statement

In this reenergized push for equality, inclusivity and diversity, Millennials appreciate a brand that is not afraid to make a statement against discrimination. Millennials will actively support brands that authentically make equality, inclusivity and diversity part of their brand culture.

 

This video, “Millennials On: What Cause Would You Dedicate Your Life To?” produced by 20 to 30 demonstrates the wide spectrum of causes that the millennial generation cares about, which coincides with social responsibility, sharing similar interests and making an important statement.

    

   

  

  

 

Brands Who Have Done It Right

 

There are many examples of brands, small and large, that have successfully made all these key Millennial attributes core to their brand culture. Starbucks is a great case in point. In this video, “Starbucks CEO Howard Schultz on Social Responsbility,” genConnect lets Schultz explain how Starbucks remains socially responsible through success.

   

   

  

   

Apple is brand that has earned the loyalty of their Millennial consumers not only for their great product quality but also for their support of (PRODUCT)RED, which supports the fight against AIDS, Tuberculosis and Malaria and their corporate sociality responsibility programmes relating to the environment, education, accessibility and inclusion and diversity.

 

Other large corporations famous for their corporate social responsibility and high quality products include: TOMS, Coca Cola and Ford, all of which we’ve mentioned in previous articles.

  

   

  

   

A brand does not need to be a global Goliath either to be an attractive and successful brand targeting Millennials. Take the Lokai brand, for example. They sell one bracelet that contains water from Mt. Everest and soil from the Dead Sea to represent the extreme highs and lows in life, to remind the wearer to live a balanced life.

 

Millennials love the brand story, sentiment and authenticity of the bracelet as evidenced by the almost one million followers it has on Instagram alone. The brand’s website also demonstrates its CSR credentials too in that they donate ten percent of net profits to their charity partners, thus encouraging Millennial consumers to purchase their brand on multiple levels.

  

  

 Lokai Bracelet

Image via www.mylokai.com

 

  

  

Millennials Advocate for Their Favourite Brands

 

When a Millennial consumer loves a brand, their loyalty is clearly evident. They are great brand champions actively engaged on their multiple social platforms.

  

If you get a Millennial customer onside, consistently meet and exceed their needs, deliver on your promise with a great brand experience they will become some of your best sales ambassadors.

 

A good example of this is when both the Sony PlayStation 4 and Microsoft’s Xbox One were released at the same time. Millennial consumers who are also “gamers” had already decided, long before the release of the consoles, which one they would be purchasing because they were loyal to either Sony or Microsoft’s brand.

   

Debates broke out across the internet over the PS4 versus the Xbox One because the consumers were so loyal to their respective brands. The day the consoles were released, each company sold an outstanding number of units, thus causing Millennial gamers to flood social media with photos and posts about their latest purchase, proud to be a part of a group of people with similar interests.

    

  

Brand Loyalty with Millennials

 

I think once you’ve reflected on some of these key brand attributes mentioned you’ll agree Millennial consumers have such a formidable, and largely growing buying power, that it’s critical to integrate all the elements mentioned, amongst others, if your brand wants to harness the dollars/euros/pounds of this lucrative audience. Take the time to really research and understand your Millennial customers both in terms of their needs, challenges, loves, hates and aspirations.

 

 

 

3 Actionable Tips for Your Millennial Brand Strategy

 

Consider using some of these tips to integrate into your Millennial brand strategy:

 

1. Develop really strong buyer personas for each of your different Millennial customer types and their relevant affinity groups. You need to know your audience intimately if you want to tailor your brand for success.The outputs from this work will then provide the much-needed direction for developing your brand profile, using a system like the Personality Profile Performer™. Collectively the outputs from both of these will then provide the direction for the development of your brand strategy, brand collateral design briefs, integrated marketing strategy and so forth.

  
2. Tailor regular communications with your Millennial customers using the platforms most preferred by them for your brand. For example they like regular email provided it includes really high quality, useful information, which is individualized to their specific needs. Remember even if they don’t immediately buy from you their opinion counts amongst their peers, family and friends.

 

3. Develop opportunities for collaborative input from your Millennial customers. They want to be involved and a brand strategy developed to include their co-creator spirit provides brands with incredible opportunities to develop unique solutions, be they products or services, which their audience really wants. You might never find out or come up with these NPD ideas unless you include their early input. Make sure you test your prototypes, product or service, with Millennials too.

   

You might also like:

  

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

 

• Millennial Branding: Creating Brands to Appeal to Teens and Young Adults   

 

• Humanizing Your Brand : Why It is Key to Commercial Success

 

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

 

• Brand Voice: Differentiating Through Your Own Brand Language and Attitude

 

• Creating New Brands: Top 10 Tips for Brand Success  

 

• Brand Audit: Tips for Determining Your Brand’s Health – Can it be Improved?

 

• Rebranding: How to Make it Through a Rebrand and Emerge Stronger

 

• Brand Audit: When the USA Took the Branding Bull by the Horns

 

• Brand Naming: Top Ten Methods for Brand Name Creation   

 

• Brand Differentiation: 30 Ways to Differentiate Your Brand 

 

• CEO Brand Leadership: How Does Your Leadership Impact Your Brand?

 

 

So what do you think?

  

• Does your brand personality and profile appeal to what is most important to the Millennial consumer?

  

• What aspects of your brand strategy can you improve on to attract more loyal Millennial customers?
   

• Having read these facts about Millennials, does your brand need a complete revitalization or rebranding strategy to ensure its long term success?

  

• Can you re-evaluate your brand using a brand audit and consider how best to contribute to the causes that are most important to the Millennial customers?

    

Feel free to share your thoughts in the comments, we’d love to hear from you. 

Packaging Design: Top 10 Brand Packaging Design Trends for 2015

Great package design is crucial for a successful consumer brand. Whilst packaging is only one element of a comprehensive brand strategy, it is among the most important—in fact for many retail customers, your packaging is the first impression they have of your brand and it’s personality. The job of your pack design is to stand out and create an emotional connection with customers, building brand coherence and loyalty.

  

Packaging can be timeless and iconic, but even the most successful brands need to ensure that their packaging designs remain relevant to their target audiences. This means having an awareness of the latest trends in both branding and product packaging, so you can meet the evolving preferences and expectations of your customers.

  

Top 10 Brand Packaging Design Trends for 2015

  

1. The Evolution Towards Simplicity

In recent years, there’s been a general trend towards a more minimalist approach in many areas. Websites are moving towards cleaner, more open designs, technology is becoming easier and more user-friendly and packaging design has also moved towards simpler, clearer brand communications. This trend will continue strongly into 2015, as customers who are overwhelmed by information overload look for more simplistic, easily and quickly understood options.

  

Simple, minimalist design stands out on retail shelves. For example, the UK-based Ashridge Drinks recently redesigned their product labels to embrace a simple, colourful look with a fun font and abstract fruit shapes to instantly signify flavour choices.

 

 Ashridge Drinks 600px

 Image via www.ashridgecider.co.uk

 

The trend for simplicity in packaging involves not only visual design, but also labelling and package functionality. Convenience is a powerful draw for brand loyalty.

 

 

2. Paper as Primary Packaging Materials

In keeping with the trend of simplicity, a number of brands are turning to a type of packaging that is simple, sustainable, and versatile. Paper packaging, specifically using various thicknesses of Kraft paper, is a rising trend in pack design.

 

Traditionally used for years to package postage items, Kraft paper is highly elastic and tear resistant. It can also be recycled widely, making it both convenient and eco-friendly. Using paper in packaging adds to the simplicity and authentic feel of a design, while conveying a brand’s commitment to the environment.

 

The California based Paperboy Wine Company has incorporated paper packaging in an innovative new way, with wine bottles made out of recycled paper that contain a plastic liner. Expect to see more versatile paper packaging trends like this in 2015.

 

  Paperboy Wine 600px

Image via www.paperboywines.com

  

 

3. Hyper-functional Packaging

The basic requirements for packaging are that it contains, protects and transports products from the store to customers’ homes. However recent trends sees package design that goes beyond just the basics mentioned by delivering added value and functionality once customers bring the products home. This is called hyper-functional or multi-purpose packaging, and it’s a trend more brands will turn to in 2015.

  

Wine brand Aquilegia provides a stunning example of hyper-functional packaging with a wooden display box that transforms into a reusable wine stand.

 

 Aquilegia Wine Wooden Packaging Design

 

 

4. Bespoke Technology

Combining basic technology with product packaging is nothing new, many brands have used things like QR codes or printed campaign hashtags to offer enhanced value to customers. However as technology continues to advance in 2015 we can expect to see more elaborate, customised packaging tech that bridge offline and online brand marketing, or delivers value to the product itself.

 

“Intelligent” packaging is one example of this. For example, food packaging may use technology that opens the pack at the optimal temperature, changes colour when the sell-by date is reached, or automatically syncs with digital health tools.

 

Bespoke technology can also extend to value-added digital content. FMCG brand Nabisco did this in 2013 by offering unique video content from pop stars One Direction that could be accessed from packages of Oreo, Ritz Bits, Cheese Nips, and Chips Ahoy.

 

 

  

  

5. Hand Drawn Logos & Labelling

Authenticity and the human touch is one of the most powerful forces in branding. As social media allows brands to be more accessible and approachable, delivering this type of emotional connection can be extended from digital media to offline components of your brand through great packaging design. The trend toward a more hand-drawn feel for pack labels and brand logos reflects this.

 

Many brands are achieving the hand-created look through unique designs and handwritten fonts that extend across all brand collateral and touch points, including labelling. As an accent to this trend, package design is trending away from glossy and 3D looks that previously defined high-end brands to matte and solid flat colour splashes which are becoming representative of the new premium look.

 

 Morrisons Love In A Cup Teabags

 Image via www. morrisons.com 

 

UK supermarket brand Morrisons’ brings an example of the power of handwritten, hand-drawn labelling with their whimsical tea bag package design, which delivers a more personable yet premium feel to this private label brand.

 

  Morrisons Love In A Cup Tea

 Image via www. morrisons.com

 

6. Designing for Range Differentiation

For brands with multiple product lines, differentiating between them may be as simple as a few lines of text—but recent trends have more brands moving toward at-a-glance differentiation that does more than, for example, place the words “sugar free” somewhere on the packaging.

 

Coding various products in a brand’s line by things like bold strong colour or clean imagery—while remaining within the overall brand look—helps to deliver a convenient customer experience, strong shelf standout, and encourages brand loyalty. Indian brand Flossy’s Flavoured Candy Floss provides an example of this type of instant differentiation.

 

  

Flossy Flavoured Candy Floss  

  

  

7. Innovative Perceptions

The perceived value of a brand can be just as powerful as the actual value—and packaging can help you elevate perceived value. Innovative pack design is one way for brands to stand out, and in 2015 expect more brands to come up with unique twists on packaging conventions.

 

Packaging trends in the craft beer industry illustrate this type of innovation. In order to counter the perceived negative experience of drinking from a can, U.S. brewer Sly Fox created a can with a top that opens fully to deliver the feel of drinking from a glass. Samuel Adams, another popular craft beer brewer, recently introduced “raised lip” beer cans that enhance the experience and diminish the negative beer can perceptions.

    Helles Topless Beer Can

 Image via www.slyfoxbeer.com

  

  

8. “Clean” Labels Made “Clear”

As a response to growing customer concerns for transparency and environmental awareness from brands, the “clean label” movement has been gaining increased popularity. Clean labelling serves to emphasise a brand’s use of wholesome, organic ingredients, a lack of artificial ingredients and common allergens, and the absence of harsh or damaging processing that results in a more natural product. The processing aspect also refers to environmentally responsible sourcing, such as following the Fair Trade Agreement.

 

Method Cleaning Products 

 Image via www.methodhome.com 

  

However, the eco-friendly market lacks true definitions of what constitutes terms such as organic, natural, and minimally processed. This has led to a push from customers for greater clarity—especially among Millennials, who have embraced environmental responsibility and actively seek brands that are making a real difference. Thus, “clear” product labelling is a top trend in packaging—which includes labels that display certified, third-party assurances about the use of responsibly managed resources, natural ingredients, and the organic qualities of the product.

   

9. Personalised Labelling

As technology advances and the costs of sophisticated technologies become more affordable, more brands are able to take advantage of packaging design methods that deliver greater versatility and flexibility—such as variable and short-run digital printing. With this technology more accessible, in 2015 expect to see a trend towards more personalised labels and packaging.

 

Label personalisation includes strategies such as creating separate designs for flavour differentiation, regionalizing your labelling, or releasing limited or special-edition packaging to enhance the perceived value of your products. The ability to remain flexible in pack design can help you build your brand more effectively by precisely targeting various segments of your audience.

  

10. Packaging as the Focal Point

In 2015, expect to see more brands turning to exceptional packaging as the start of customer conversation. Truly standout packaging that goes against conventions and WOWS shoppers is becoming much more popular, not to mention a commercial impetus—not just among brands, but also among the people who consume them, as evidenced by the “unboxing” trend.

  

The volume of “unboxing videos” has boomed in recent years with enthusiastic consumers videoing footage of themselves unwrapping and opening the packaging of their new purchases. Since 2010, the number of YouTube clips with “unboxing” in the headline has increased 871%. Last year alone, 2,370 days, or 6.5 years, worth of unboxing footage was uploaded to the site. (Source CNN)

   

   

  

  

In fact “unboxing videos” has become a lucrative little corner of the internet for people who film them. Originally the output of enthusiastic consumers capturing the moment of opening the packaging of their latest new purchase, these home made videos of “unwrapping packaging” have become such a massive trend its prompted brand owners to upload their own “unboxing” videos birthed from their high-end packaging.

 

In fact if you can buy it, there’s probably an unboxing video of it so make sure your brand packaging is worthy of an “unboxing video”. And in case you doubt me this “unboxing video” showing toys inside Disney themed Kinder Eggs has attracted more than 40 million views!

   

 

  

 

Exciting, innovative, and disruptive packaging can get people talking about your brand on the strength of the pack design alone. When you deliver with a top quality product that exceeds expectations, customers will want to continue using it and referring your brand, and then you’ll have a recipe for incredible brand success.

  

So, what do you think?

• Is your current package design relevant to the latest market demands or does it need rebranding?

 

• Could your packing design benefit from a more simplistic or handmade feel if this is appropriate to your brand’s personality?

 

• How are your various product lines and other supporting brand collateral differentiated through your package design?

 

• Are you using any sustainable elements for your packaging? How are they emphasised in your product labelling?

 

• Can you innovate or personalise your packaging designs?

 

• What do you see as trending in the packaging design arena and have your incorporated this into your brand strategy?

 

Feel free to share your thoughts in the comments. We’d love to hear from you!

 

Brand Trends: Top 20 Branding Trends for 2015

As 2014 draws to an end, now is the time to review, revamp, and update your branding strategies for the year to come. Successful branding is the key to driving business growth and profitability – and in 2015, it will be more important than ever to have a strong, thriving brand.

 

In the coming year, to be successful branding will need to be even more customer-centric. Honesty, transparency, personalisation, and social responsibility will hold center stage, and the technologies that drive an effective brand strategy will be mobile, responsive, and real-time. Here’s a look at the top 20 branding trends your business can expect for 2015.

 

Top 20 Branding Trends for 2015

  

1. Authenticity Drives Success

More than ever, your customers want to feel connected to your brand. Being authentic enables this type of connection, so make this a key strategy for 2015. Use valuable content and brand collateral to engage your target market and give your customers the opportunity to participate in your brand story. You can see more about what we mean by this in our recent blog about ‘Millennial Branding’ with particular reference to how Marriott International is making its customers feel authentically connected and participatory in their brand. With authenticity, you can create an audience of powerful brand ambassadors and harness the single most effective marketing force: word of mouth.

 

    

2. Mobile Matters More

While mobile markets have been growing continually, expect 2015 to be the year they explode. More of your customers will be using mobile than ever before – and you’ll need a brand strategy that responds to their needs.

Recent research from eMarketer shows that:

  • 50% of shoppers who conducted local searches on smartphones visited the store within one day

 

  • 18% of local smartphone queries led to a purchase

 

When it comes to marketing brands online, mobile inclusion is headed into mobile-first. Make sure you’re prepared with responsive design and increased mobile spends for your brand campaigns.

 

    

3. Metrics Turn Toward Revenue

Technology continues its rapid advancement, and in 2015 brand analytics will be more focused on revenue. This is made possible through automated marketing tools that measure brand performance in real time, allowing brand strategies to adapt quickly to suit emerging trends and changing customer tastes. Real-time brand analytics will also be critical to gain a competitive advantage for your brand.

 

 

4. Segmentation is Key

Many brands have the capability of appealing to different market segments, but not all are taking the opportunity to segment and diversify their brand campaigns. But in 2015, increasingly savvy customers will know exactly what they’re looking for – and your brand needs to deliver. This includes diverse sets of brand messaging, brand channels, and marketing approaches customised to each of your target demographics. A brand needs a well developed brand profile, using a system like our Personality Profile Performer™ which is used to create its story, values, promise, mission, personality, positioning and so forth in order to achieve cohesive brand messaging and effective segmentation successfully.

 

 

5. Brand Targets are Ultra-Personalized

Closely related to segmentation, 2015 will be the year of the customer, with individualised brand campaigns to match. Advanced customer data capture and innovative manufacturing techniques have made it possible for brands to deliver unique customisations, shifting the brand target from the masses to the individual. For example, Holiday Inn is moving its branding strategy toward customised holiday experiences that meet the personal needs of the traveller – from families to business travellers, young couples to adventurous singles.

  

   

6. Packaging Goes 3D

Brand packaging is a crucial component of your brand’s success, and the arrival of 3D printing technology has made it possible for brands to create innovative, customised packaging designs that draw in customers and stand out on retail shelves. In 2015, consider giving your brand packaging a boost using the latest technologies.

 

 

7. Streamlined Naming Conventions

The market is incredibly crowded, and customers’ attention spans are shorter than ever. To boost brand recognition and foster brand consistency, more brands will re-engage fundamentals and use clear, relevant names for products, services, and the overall brand itself. These short and simple names pair well with quick descriptors, creating easy-to-grasp concepts – think Google Wallet, Google Glass, and Google Play or Apple Watch and Apple TV.

 

 

8. Brand Stories Take Centre Stage

A compelling brand story will be an even more vital part of heart and mind capture to drive your brand sales strategy in 2015. Powerful and authentic stories that are worked into every element of your branding strategy can lift your brand, and provide the connection your customers are looking for. A great brand story evokes an emotional response, and most importantly, reinforces the brand experience for your customers. Creating irresistible brand stories is a key part of our brand profiling service when working with clients to help them create and build the personality of their brands, using our Brand Story Selling System™.

  

 

9. The TMI Line Blurs

For branding in 2015, there will be no such thing as too much information. Today’s customers crave transparency and want to know everything they can about a brand, often before they decide to make a purchase. Much of this transparency will be provided with updated brand packaging that clearly and efficiently conveys a wealth of information, including the brand story. As an example, Stone Creek Coffee’s Lab Series prints detailed coffee bean information on each package, including the elevation the beans were grown, the harvest date, and the name of the farmer who grew them.

  

   Stone Creek Coffee Ethiopia Chelba Cupping Notes

  Image via www.stonecreekcoffee.com

  

   

10. Cross-Channel Integration is Crucial

Brand consistency has always been one of the most important factors in the success of a brand. With more brand channels and customer paths than ever before, integration across channels is a must. Your brand design, messaging, and metrics should be presented uniformly at every touch point – from website and social media platforms to packaging, retail locations, and traditional media channels.

  

 

11. Customers will Not be Sold to

The marketing noise level is reaching critical mass. Brands that continue to “pitch” their products or services in 2015 will find themselves ignored. Customers are no longer interested in the salesy, hard-sell approach, and they’re savvy enough to know when your brand message is all buy and no bargain. Look to value-added brand strategies that highlight perception, inclusion, and the customer experience to help your brand sell itself.

 

 

12. Brands as a Consolidated Experience

Once again in the vein of brand consistency, the most successful brands of 2015 will present a singular customer experience – no matter where your customers interact with your brand. Your customers’ experience should not vary from PC to mobile to social. Look for ways to streamline your brand collateral and exceed customer expectations, delivering on your brand promise through a seamless presentation on all fronts.

 

 

13. The Video Explosion

Online video will continue to expand rapidly in 2015, and video should be an integral part of any branding strategy. Video is a popular, powerful, and engaging medium that helps brands strengthen their messaging and increase profits.

Some of the most recent statistics for online video include:

  • 100 million Internet users watch online video every day

 

  • 90% of online shoppers find video helpful

 

  • 64% of online shoppers are more likely to buy after watching a video

 

  • 80% of Internet users recall a video ad they’ve watched online in the past 30 days – and 46% took some action after watching the video ad, from visiting the company’s website to making a purchase

 

  • Video increases marketing email click-through rates by 200 to 300 percent

 

 

14. Brand “Smarketing”

The line between sales and marketing is becoming increasingly blurred, and 2015 will see even more integration as online selling converges with internet marketing. Both functions use many of the same techniques for promoting brands, including content creation and real-time engagement, and both have the same goal of revenue generation. Effective brands will combine marketing and sales into a fluid and cohesive set of strategies.

 

 

15. Brands Mobilise with Click-and-Collect

UK marketing research firm Mintel predicts that the popularity of click-and-collect (C&C) services will increase in 2015, and about 17% of all Internet retail sales will be collected by customers at these physical service points.

C&C services currently used across the UK include:

  • Amazon lockers in London Underground railway stations

 

  • Doddle pop-up parcel collection stores

   

  • Asda and Tesco C&C vans

 

  • Waitrose chilled food lockers

 

  • Argos food lockers (coming in 2015)

 

In a survey by Mintel, 35% of UK shoppers have used C&C services in the past year, and 64% say they’ll shop more online because of C&C services.

 

   

  

  

 

16. CSR Packs a Bigger Punch

Look to corporate social responsibility (CSR) as an even bigger brand trend for 2015. Today’s customers are concerned with both human rights, consumer rights and giving back to the community, and will reward brands that engage in visible social responsibility – while punishing brands that violate those rights.

Issues that matter in particular to UK consumers, according to Mintel, are returns policies, ethical treatment of workers, environmental policies, and negative press coverage. And for millennials, many make purchasing decisions based on a company’s ethical or political stance, such as brands that support the LGBT community.

 

 

17. Green Brands

More environmentally conscious consumers mean that brands must be aware of the environmental impact they have, and take steps to mitigate damage and leave a clean footprint. Packaging plays a large role in the battle for environmental friendliness. Brands that emphasize responsibly sourced, recycled, minimized, or biodegradable packaging can expect to be welcomed in 2015. This is a key consideration in all the brand packaging design projects we’re involved in with our clients.

 

 

18. Big Data Delivers Brand Insight

As the use of big data becomes more refined and accessible, brands will use it in 2015 to generate more personalisation and segmented brand approaches. Pretargeting is an emerging market strategy that uses big data to target customers based on their behaviours and preferences by delivering relevant messaging during the buying phase, instead of after it.

This type of advanced analytics can allow brands to predict trends before they’ve actually happened. Unilever partnered with Google in 2013 to do this, using big data to predict and capitalise on a rising trend in hair care. The YouTube channel launched by Unilever in response to this trend forecast, All Things Hair UK, became the number one hair care channel in its markets.

 

 All Things Hair You Tube

 

 

 

19. Social Brand Success is Pay-to-Play

Customers may be spending more time than ever on social media, but they’re spending it being social. The effectiveness of social branding as an organic strategy has diminished but pay-to-play advertising platforms on major social networks have increased in sophistication and effectiveness. Successful social brands will invest strategically in paid social media for smart, segmented campaigns, which will trickle down to increase owned and earned media effectiveness.

  

   

20. Facebook Fades for Millennial Brand Audiences

Speaking of social, in 2015 Facebook may not be the go-to network if your brand is targeting millennials and a younger crowd. While the social network with its own major motion picture is still the dominant channel, it’s far from the only game in town. Young people in particular are drifting away from Facebook – so if your brand targets millennials, it may be in your best interests to grow your presence on up-and-coming social platforms, such as Instagram and Tumblr.

  

  

  

 

At the close of 2014, take the time to thoroughly review your brand strategy. Consider a comprehensive brand audit to gain an accurate picture of your brand performance, and incorporate the trends that will change branding in 2015 with heightened transparency, authenticity, and customer-focused experiences.

 

So, what do you think?

• Is your brand strategy on track for success in 2015?

 

• How consistent is your brand presentation across all platforms?

 

• What is your planned spending for mobile? Video? Social?

 

• Are you targeting the right channels to connect with your target audiences?

 

• Does your brand platform represent timeless appeal? Could it benefit from a refresh for 2015?

 

Feel free to share your thoughts in the comments. We’d love to hear from you!

De-Branding to Differentiate; Is Your Brand Strong Enough?

Selfridges department store in London made waves recently with consumers and marketers alike with the launch of their “No Noise” branding project.

 

 

 

In an aim to address the increasingly cluttered world of 21st century marketing, Selfridges opened the Quite Shop in-store. Minimalist art and music, and a ban on mobiles and shoes set the scene for a tranquil consumer experience, but bucking the very core of consumerism, the store went beyond by launching brand-free retail.

 

 Selfridges Launches No Noise

 

Global brands such as Levi’s, Heinz, and Dr Dre Beats all produced products that were void of logo or product information for the project, leaving customers to experience the products without the usual assault of marketing design.

 

 Selfridges No Noise Project Quiet Store Products

 

Arguably a campaign for media publicity the project did highlight two important branding issues:

1.  How Strong Is Your Brand Without Its Logo? 

A truly strong brand transcends its logo, as was evident from the No Noise project. Not only were the brands instantly recognizable when void of logos but critically, consumers had developed such an affinity with the brand through the intangible intrinsic values that even the un-branded product still offered value.

 Levis Jeans Debranded

 

2.  With the Prevalence of Brand Clutter, Can De-Branding be a Valuable Differentiator in the Market? 

The de-branded products of the No Noise project also created exclusivity out of normal brands. Void of logos and product information suddenly made Heinz baked beans tins a desirable limited edition unique offering. In a world where branding information is bombarding the consumer, could the simple brand-free product be the one that makes the biggest impact?

 

 Starbucks Debranded

 

Starbucks might be one of the most recognizable brands in the world but it too has started to explore reducing its brand imagery in an effort to differentiate its business and extend its market catchment.

 

 Starbucks Cups

 

Starbucks global reach meant that the visibility of the brand worldwide was almost having a negative effect with consumers. Over saturation of the corporate logo was almost making it uncool with consumers, with a trend towards local coffee houses emerging.

 

 Starbucks Localised

 

Starbucks began removing their name from their cups, and even redesigned their newer stores to fit into the local environment. In the UK no two stores are the same and the brand is focusing on less corporate branding and offering a more personalized experience to their customer. In a high street with Costco chains blatantly visible, would the de-branded Starbucks coffee house offer a more welcoming personable experience to the consumer?

 

De-branding to gain attention was a strategy adopted by VO5 last year in an effort to target the teenage boy market. The brand’s strategy focused on building brand equity through a meaningful narrative in their advertising.  They wanted to be less pushy with their products and thought that un-branded advertising adds to their credibility with their target market.

 

  

An unbranded 30-second teaser on YouTube spearheaded its new integrated campaign ’Pageant’. The short trailer achieved 180,000 views in two weeks after its launch in October and was also voted one of the most popular videos on YouTube’s comedy channel. The trailer was followed by an online film and a TV spot as well as a YouTube channel and Facebook page.

 

The viral success of the campaign means that there might be credence to the claim that de-branding might just be the key to breaking through brand clutter and gaining the attention of the audience.

 

 Gucci Bag Debranded

 

Branding and logo saturation is something that is having an impact in the luxury brand industry, an industry that once thrived on the power of their logos. Recent years have seen brands like Gucci experimenting with logo-free products where they have achieved success targeting a more sophisticated customer.

 

The customer’s affinity with the product was defined by their interest in the quality of the product materials and design rather than perceived status attained from the visibility of the logo. 

 

With a logo-free product the brand has achieved enhanced positioning and exclusivity with their target consumer. By recapturing a more knowledgeable customer and developing an aspirational product, the brand was rewarded with a 25% increase in annual profit last year.

 

 Coutts Debranded

 

Eliminating the brand name from marketing activity is also evident in the professional services industry. While many brands strive to develop brand awareness in the market, sometimes negative brand connotations make it necessary to de-brand. Coutts private bank recently did just that, dropping the well known but unpopular RBS parent brand from their name in an effort to extend business. 

 

The common thread in the examples above it that, before the de-branding took place, each company had developed an offering that presented value to their customers that extended beyond that tangible product itself. The strength of customer’s brand loyalty enabled the brands to experiment with the de-branding process. For obvious reasons de-branding won’t work in every case.

 

Tesco explored removing their brand name from some products but research has shown that the products were more popular with the Tesco name included as the customer has a better understanding of perceived quality that the brand represented.

 

De-branding certainly is not for every company, but it does force you to think about what elements of your brand make the biggest impact with your customer. Could de-branding be part of your brand strategy?

 

• Does your brand offer value to your customers that extends beyond the tangibles of the product or service?

 

• Do your customers have a clear understanding of your brand and its story, what it stands for?

 

• If you de-branded your product, what are the remaining elements that would have the biggest impact with your customers?

 

 

15 Reasons Why You Need a Brand Audit to Increase Your Revenue

Fact: Strong brands make more money, are more profitable and increase company value. They enable you to command a premium, ensure customer preference in buying decisions and build customer loyalty which reduces cost of sales and fends off competition

 

If your profits are falling and sales are not performing a “Brand Audit” will help give you insights into your brand’s impact and performance in the marketplace and, most importantly, why it’s not delivering.  

 

Fact: All brands, global or national or regional, need a health check. Brands are like living entities with life cycles. They start with much excitement and promise, grow and then eventually plateau. 

 

It’s at this mature stage of evolvement, when they potentially start to loose relevance as the market evolves and customers move on to the latest hot new thing, that you need to conduct a Brand Audit. 

 

A Brand Audit helps you monitor this cycle so you keep your brand fresh and relevant and know when to reinvigorate or revitalise before sales start to slip.

 

Brand Audit Team

 

Need some more reasons to use a Brand Audit to increase your bottom line ? Here’s 15 more to chew on . . .

 

1. Use it to grow your bottom line, your money’s in your brand. 

    N.B.: Products can be copied, brands can’t.

2. Get clarity with your marketing activities and step up a gear.

3. Know what your core customers think of your brand NOW and re-evaluate.

4. Create sharp focus in your bullseye customers mind.

5. Revitalise with multi-channel emotional connections with your customers.

6. Re-energise what your brand stands for and make it hit home.

7. Leverage it to be seen as an innovative trail blazer and increase your visability.

8. Get distinct and memorable competitive advantage.

9. Attract and develop more effective raving brand advocates.

10. Enhance your brand credibility and generate more buzz.

11. Differentiate your brand more strongly to become a money making magnet.

12. Enhance your internal sense of proud brand ownership with both the board and employees. It massively impacts on how everybody engages and interacts with the brand and your customers.

13. Leverage growth by using external professional validation

14. Discover new ideas, insights, tactics and strategies for your brand.

15. Get an outside experts point of view. You are too close to your brand and invariably can’t see your own brand shortcomings to address the problems objectively.

 

Brand Audit Girl

 

These are just some reasons to engage in a Brand Audit. Do you really know how your brand is performing and where it could be improved ?

 

Is it coasting along but in need of re-evaluation before the competition catches up ? Or is it disconnected, out of touch, caught up in price discounting and endless promotions with a shrinking market and failing sales that will ultimately put you out of business ?


Now is the time for an audit to reinvigorate your brand to stay on top or, more critically, provide a life saver to identify and address the problem areas so you can turn things around and grow your bottom line

 

Phone Icon Purple

 

To find out more about what’s involved in our proprietary brand audit process, and how you can use our Persona Brand Audit to greatly increase your performance, drop us a line or give us call today. 

We’re here to help you address your brand challenges and support you in growing your business/brand.

T: +353 1 8322724

E: brand@personadesign.ie

 

Brand Audit Magnifyer

Top 10 Reasons For Rebranding To Grow Your Business

Brands are constantly evolving to ensure they keep abreast of changing needs in the market place. Even some of the greatest brands in the world need rejuvenation.

Brands like Guinness, Coca-Cola, Starbucks and Kellogg’s are iconic, global in their status. Yet when you look at their market leadership over the decades, they have all changed even if it has been in a more evolutionary sense over time, rather then radical overhauls. However some branding does require an extensive change in order for the business to achieve the required regeneration for growth and profitable returns.

 

Guinness Word Device

 

Guinness Logo

 

Revitalisation maintains and celebrates the history and heritage of the brand but shows its target audience (current and future) that you are adaptive to change. Change is necessary to stay relevant to the times in which a brand exists and to ensure its future success.

 

Starbucks Logo Evolution

 

Some of the reasons for rebranding, relaunching and revitalising a brand include the following: 

 

1. Relevance:

Brands need to stay relevant to their target market, to keep up with the times and keep pace with changing customer needs (e.g. services, accessibility, convenience, choice, changing trends, technology). A brand that has become old-fashioned in the eyes of its audience is in danger of stagnation if not already in a state of erosion and loss of market share.

 

2. Competition:

In a fast moving environment with aggressive competition, rebranding may be required to change the offering to the market in order to create a more compelling reason to buy, in the minds of the target audience. Rebranding can be used as a means of blocking or outmanoeuvring competitors or a way of handling increased price competitiveness.

 

3. Globalisation:

Sometimes rebranding is required because of globalisation where the same product sold across multiple markets is inconsistent or different e.g. Marathon’s change to Snickers, Opal Fruits change to Starburst, Jif’s change to Cif. 

 

Starburst Opalfruits Rebrand

 

4. Mergers & Acquisitions:

When two entities combine there are typically two unique audiences left to communicate with. Sometimes this can require a rebrand or relaunch in a way that will appeal to both. In other cases one of the brands may be more dominant requiring more of a revitalisation or refresh with it becoming the sole dominant player. 

 

5. Innovation:

Technology is constantly evolving and the rate of change often exponential. If a brand is technology related e.g. internet, software, hardware and the product offering constantly innovating then a rebrand frequently follows the natural and fast rate of change. Rebranding or revitalisation becomes an outward expression of the companies evolution and ensures the brand’s change hungry customers keep coming back to see “what’s new”.

 

Apple Logo Old And New

 

6. Repositioning:

Taking a brand to a new position is an involved process e.g. from an economy price fighter to a premium position, and invariably requires a rebrand to signal a change in direction, focus, attitude or strategy to its target market. Also again used as a means of blocking or outmanoeuvring competitors or a way of handling increased price competitiveness.

 

7. Rationalisation:

Rebranding can be used to decrease business development and operational costs, or a way of countering declining profitability or consumer confidence. It can also be used where there are complex and sometimes confusing mixes of product portfolios which frequently undermine the brands impact, (along with considerable advertising, branding clutter and media proliferation) all of which causes brand incongruence and audience fragmentation and consequently badly needs consolidation through rebranding to achieve brand impact and strong growth again

 

Mcconnells Old And New Logo

 

8. Outgrowth:

When small companies grow into bigger entities they and/or their products frequently require a rebrand or revitalisation to meet the needs of the bigger business. Typically smaller companies start with more modest brand offering, due to budget restrictions, which are inadequate to meet the needs of a bigger more sophisticated business and a rebrand is required.

 

9. Legal Requirements:

Occasionally legal issues may arise that require a company to make changes to their branding such as copyright issues or bankruptcy e.g. similarities between naming and designs e.g. The Jelly Bean Factory became The Jelly Bean Planet in Ireland to ensure differentiation from the USA brand Jelly Belly.

 

10. Morale & Reputation:

If a company brand has demoralised employees or confused customers then a rebrand may required. A thorough rebrand process will work to unearth the issues that need addressing and could be solved through key changes, including a completely new look and feel to the organisation. A rebrand in this instance can improve a brand’s competitiveness by creating a common sense of purpose and unified identity, building staff morale and pride, as well as a way of attracting new customers, enhancing relationships with existing customers and attracting the best talent to the business.

 

In the case of compromised or damaged reputations rebranding becomes a more pressing requirement. Obvious examples in the current market include certain aspects of the financial sector and banking institutions with damaged reputations which in time will need rebranding. BP is another example and its handling of the Gulf spill which may also require a rebrand in the US the help rebuild its reputation.

 

If you’re considering a rebrand to grow your business and would like to know more, give us a call. We’d love to talk T: +353 1 8322724