How to Build Brand Aspiration: Creating the Right Product Packaging for Your Brand
Have you ever stopped in-store because of a promotional product packaging that caught your eye? How many times does the packaging design make you want to purchase a product? It’s all about desirability. Brand aspiration drives a consumer’s perception, creating a sense of exclusivity and the feeling that a brand offers something special among others.
Brands that have strong brand aspirations know what customers want from them and why those customers should care about their products. They communicate their values clearly so that everyone knows what they stand for without being overly preachy or obvious about it.
When leveraging promotional packaging to drive your brand aspiration, it is crucial to see it from all angles. Here are some key points to consider:
- Brand Positioning
Packaging plays an essential role in brand positioning as it provides an important element of differentiation between brands in the marketplace.
If you want to position yourself as a high-quality brand, then your packaging should reflect that image.
2. Being Noticeable, Even from Far Away
Customers can make a decision in the blink of an eye.
It’s no secret that consumers are drawn to eye-catching packaging. That’s why every detail counts. Having a noticeable and compelling packaging design improves the desirability of your product.
3. Delight Customers in Small Yet Memorable Ways
Creating promotional packaging that delights customers with unique and special experiences can be the difference between a sale and a lost opportunity.
The way your product opens and closes, the visual elements you use, and the texture that your product gives can all drive its aspiration.
4. Perceived Value
Perceived value is the degree of importance that customers attribute to a product or service.
When done correctly, packaging helps customers connect with your brand and differentiates you from competitors. It also helps them trust your products and makes them more likely to buy from you again.
Packaging is a key part of any brand’s marketing strategy. It’s not just about selling the product — it’s about creating the right perception for the brand. This means that if you have a great product but it comes in an unappealing package, then it will be hard for people to differentiate between brands.
It is important to include relevant visual elements, such as colours and images, that will help sell the product.
When done right, packaging can increase sales by ensuring that your customers understand what they are buying and why they need it, while also helping them relate to your brand story at an emotional level.
Here’s an example from G7 instant coffee by Trung Nguyen, Vietnam’s top coffee company.
With its strong colour packaging, there’s no doubt that the brand successfully extends its “energy coffee” branding right off the bat. We also love the image of the two corporate people, giving the impression that it helps its target audiences to stay energised and on track with their work.
On the other hand, the helicopter in the background seems off. We find this a pitfall because it is a confusing visual element that does not fit right with the other details or the product itself. It is quite challenging to connect with the brand story as it demands more background for people who see it.
How Can We Help?
We have a team of experts to provide you with the best services in packaging design. Our team can help you design suitable packaging for your brand. We have years of experience working with all kinds of brands, from small local businesses to global companies.
Our designers will work with you to create beautiful designs that reflect your brand image. They can also help you develop ideas for branding and design based on your company’s overall marketing strategy.
Read More from Mindsparkz:
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Product branding is becoming increasingly important in our competitive landscape and can make the difference between your company being a hot seller, or a company whose products simply sit on shelves.