Packaging Design & Brand Identity

Monday October 17, 2016 comments Tags: marketing, Branding, Cindy Haynes

How-to Use Data & Consumer Insights to Connect with Your Customers

Today, more and more businesses are investing in their marketing efforts. Through these wise investments, they are now able to focus more on analyzing consumer insights and data, which allows these businesses to improve their brand identities and packaging designs.


In the past, it was definitely a growing issue of concern that a number of small business owners simply didn’t understand their customer’s behavior and experiences. Now more than ever, it’s important to become more involved in marketing and branding your business by effectively connecting with your customers. After all, these customers drive your sales, and we all know that sales equals revenue, and revenue equals success.


Brand Identity & Packaging Design


Your brand identity is the perception that you would like your customers to have when it comes to your business's brand. Obviously, you want their perception to be positive, therefore there is a vital need to show the value that your business brand brings to the market. Does your brand offer the value you’ve promised? To determine this you’ll have to put your customer data to work for you in order to analyze your customer’s overall experiences.


The typical customer only spends about one second looking for what they want to buy and another half second finalizing their decision. So, let's be realistic here, you don't have a lot of time to convince them to buy. Since attracting new customers has become increasingly difficult in the competitive online marketing world we live in today, you want your customers to be able to find what they're looking for quickly. This is why your package design is everything. A visually pleasing package design can determine whether your product succeeds and lives long or fades away and fails.


Are you curious about how you can use your branding to connect with your customers? Here are a few tips that will help you get started.


Consistent Packaging Design Attributes Bring Loyal Repeat Customers


Customer/business relationships are extremely important for your business’s success. Therefore, you need to be consistent with your packaging attributes so that your customers can easily recognize and be aware of your brand, thus increasing the quantity of loyal repeat customers. But, remember to keep it simple!


Here are the product packaging design attributes that you must consider:


  1. Color - When you’re considering your color choice, ensure that it aligns with your products subject matter, your logo and your company image. Your color choice decision can:


  • Improve brand awareness
  • Motivate even more customers to purchase
  • Make you stand out on a very large shelf of competing brands


  1. Tone - Every brand should have a tone, and your product packaging should match too. Consider the values, style and verbal registers you want your brand to have. For instance, what would an eco-friendly product be without eco-friendly packaging? Just something to ponder.
  2. Typography - What fonts do you use for your current logo? Is it unique? Does it properly reflect your personality in a unique way? Is it easy to read? If you want your font to appear modern, then you could use Sans-Serif. However, if you’re in search of something that’s a little more casual, elegant, fun or even hand-drawn then Script would be an excellent font choice.
  3. Consistency - Is your packaging design consistent? Can your customers easily recognize your packaging and relate to it, when it’s on a shelf beside all of your competitors’ brands? If you’ve answered no, then you might want to think about making some minor changes to your packaging or re-branding altogether.


Use Data & Consumer Insights to Help You Connect with Your Customers


The sad truth is that most business managers have it all backwards. They normally collect every piece of data they can and use the data to make an executive decision, when it should technically be the other way around, the data has to work for the decision. Here are some rules of engagement that can help you to effectively connect with your customers.


  • Analyze your decision to pinpoint exactly what analytics data, consumer insights, and key performance indicators (KPIs) will help you meet the end goal. Capturing customer data from various angles such as online website chat, call tracking and social media channels is a start. This will enable you to discover new trends and patterns surrounding your customers’ experiences. Use these insights to get a greater Return on Investment (ROI).
  • Be productive and hands-on to empower your customers. Educate them about your products or services and overall brand. This will help your customers make smarter informed decisions. Remember you can’t always just depend on your analytics data, because even this data has blind spots.
  • Use A/B testing, frontline staff and your customers to figure out how to improve your business, then create a system that provides you with real-time data and business insights. Identify what’s working and what’s not. If it’s not working then get rid of it!
  • Utilize and review consumer data reports on an ongoing basis with your team. This will enable a collaborative effort to ensure your insight data is always actionable with benefits that are easily measured. Look at store group top tens, instead of just top ten products.
  • Build your own culture and create a demand within your company so that you’re able to change and maintain your analytics capabilities as needed.


When you define your decisions, then you will know what data and insights you require. Combining your decisions, data and insights will help you to work with your team effectively and connect with your customers in ways you never dreamed possible before.


Incorporate Social Media to Improve Your Reach with a Humanized Brand


If you’re looking for an affordable way to connect with your customers, then social media marketing may be a perfect solution. Incorporating social media into your branding and packaging strategy will allow you to connect with customers on a greater personal level, while staying within your budget.


Use your product and packaging design as the stepping stone, then integrate your social media campaign. This has the potential to attract thousands (if not millions) of new customers. Some of these customers may even come from your competitors.


Ask yourself (or your customers): Are your customers seeking peace of mind, comfort, functionality, or prestige? Does your packaging satisfy their needs? What is the customer’s take about the latest change in product packaging? Never assume that you know what the customer wants. Be objective and seek insights that come right from the mouths of your customers.


Here are couple ideas that can help you connect right away:


  • Use Twitter to run a #hashtag campaign to encourage customer interaction that results in sales
  • Use Linkedin to tell your customers about the idea behind your brand or package design. Customers want to know about you and what inspired you, this helps them trust in your brand and products.
  • Use any social media channel to conduct surveys with existing and new potential customers to find out what appeals to them


Through social media campaigns like these, you can humanize your brand. This will let consumers know there is a face behind the curtain. Your campaigns will generate customer insights, then you’ll have some data to analyze. Use these insights to determine what your customers need and want. This will be what will illustrate the effectiveness of your campaigns.


Aside from social media campaigns, it’s also a wise idea to utilize social media as a support channel. This will enable you to freely interact with new and existing customers, address complaints, concerns or inquiries and spread good ‘word-of-mouth’ left by your customers.


Accurate brand analysis and packaging design analysis does require reasoning first and foremost. Consistency with packaging design will help you to develop a popular, high-demand product or service, while the data and insights you collect will help you determine what type of campaign you need.


It’s easy to connect with your customers in the right way, once you determine your social media marketing campaigns. You’ll always meet the end goal, whether it’s to improve brand awareness, increase your reach and/or increase your revenue. Just follow these tips and you’ll be off to a great start.

This is a guest post from Cindy Haynes. Cindy is the Managing Director, Partner at EraserFarm, a Tampa branding and creative agency. Cindy has over 25 years of experience in leadership within retail, marketing and integrated advertising platforms and aims at educating business owners about branding and using smart data to their advantage within a new-age digital world.