Exploring the Correlation Between Branding and Packaging!

Branding and packaging are two important factors for marketing and product development. Branding helps build a strong brand identity and connect with customers emotionally to foster brand loyalty. On the other hand, packaging acts as a visual representation of a brand and its products. 

Branding and packaging go hand-in-hand and can make or break the brand image. The purpose of custom packaging dies if there are no branding elements on the product packaging. Read this blog to explore the correlation between branding and packaging in detail!

What is Branding?

The process of creating an identity for a brand with a name, logo, tagline, and USPs is branding. Every brand needs to craft a unique name, logo, typography, imagery, brand values, and design that makes it different from the competitors. Branding involves brand values, missions, and messages that align with the target audience. Design is an important part of developing a brand identity because it is directly linked to the packaging. 

The brand persona and design of a brand must align with its products’ packaging to maintain a cohesive brand image through all the channels of interaction with the customers. Brand positioning is another important factor in branding, which helps the target audience form a brand perception about your brand and what makes the brand different from the competition. Custom packaging is incomplete without branding, as it works as a tangible representation of your brand.

How Branding and Packaging Are Interlinked?

Branding and packaging are deeply intertwined because both are important factors in leading a successful business. Their correlation helps a brand maintain its cohesive brand image in the market. If branding and packaging do not align with each other, customers cannot recognize your brand when they see your product packaging. 

Packaging helps reinforce your brand values, message, mission, and story. It helps transform your intangible brand identity into a tangible product in the form of packaging. Connecting with customers on a deeper level is an important part of every brand’s goal and branding strategy. 

And it could be possible using custom packaging, which works as a visual representation of your brand to evoke customers’ emotions. 

The design of your brand logo and brand must resonate with the product packaging, and it must be creative to attract customers. A study stated that 72% of Americans say they made purchases influenced by the packaging design. Therefore, the right customization of packaging according to branding is important for every business to win more customers and boost sales. 

Another factor that proves that branding and packaging are closely related is that people often recognize a brand only by seeing the packaging design without even reading the branding details. It improves brand recall and fosters brand love. Brand recognition is improved only when the branding and packaging are intertwined with each other while customizing the packaging design. 

How Packaging Helps in Branding?

Packaging and branding are associated because the purpose of creating custom packaging eventually dies if you have not developed a strong brand identity.  Have you ever thought about what the closest medium of interaction between your brand and customers is? It could be your customer service, but it may not leave a lasting impression as packaging does. Yes! Packaging is a medium of communication between your customers and your brand. 

You use product packaging as a marketing tool to convey your brand message, values, and USPs to customers. The longer a customer uses your product and keeps the packaging, the greater the branding impact your packaging may have. If you have a product-based business, you must reach out to a trusted packaging company that can understand your business needs and create packaging that aligns with your brand persona. 

Why is Branding Important for Packaging?

Branding and packaging go hand-in-hand because their synergy may lead your business to success. Your products can stand out on the retail shelves only when they are designed differently from the competition. And it will happen only if you have created a unique and strong brand identity using a unique name, logo, values, USPs, and design.  

Every major and minor detail on the custom packaging is incomplete without your brand logo, name, design, imagery, and typography. Even, you cannot comply with FDA's labeling guidelines if you have not developed a strong and clear brand identity. 

The better the branding strategy for creating a unique visual brand representation through packaging, the higher the chances for your brand to make a difference in the competitive marketplace. Branded packaging can also help your brand improve customer experience in different ways, such as delightful unboxing. A thoughtful packaging design that aligns with your brand persona can also help your brand get more brand recommendations.  

What is the Difference Between Branding and Packaging?

It is important to understand the core difference between branding and packaging while exploring their interrelation. Branding basically focuses on developing a strong brand identity and emotional connections with customers for the long term. On the other hand, packaging focuses on protecting the products, conveying the branding, and attracting customers in the short term. Branding elements may include name, logo, design, customer experience, brand messages, and overall brand perception. Packaging elements include material, design, labeling, size, shape, style, and branding detail.

Final Thoughts

The significance of the interrelation of packaging and branding is undeniable. Both go hand-in-hand, especially in product-based businesses. Every brand needs to interact with customers emotionally with a visual and tangible representation of brand identity. Likewise, products can stand out from the competition only if they are designed uniquely using all branding elements.  In short, custom packaging is purposeless without branding, and branding cannot get a tangible representation without packaging. 

Still have questions about the correlation between branding and packaging? Feel free to contact us at (510) 500-9533 or sales@oxopackaging.com. We will be happy to address any questions you may have!