As a business owner or marketing professional, you know the importance of branding. If your brand leaves a favorable impression, you’re increasing the likelihood consumers will remember you when it’s time to make a purchase. That’s why companies — both large and small — are increasingly tapping into custom packaging to leave one final impression of their brand each time someone makes a purchase.

More Online Shopping Means More Shipping

While branded packaging was once considered a luxury few small businesses could afford, online shopping now makes it essential. It’s a crucial marketing tool in a highly competitive market.

In the absence of in-person sales, many merchants now have fewer touch points to impress and convert customers; it’s important to make the most out of every opportunity to create a branded experience that sets you apart from competitors as well as one that creates a memorable experience for your customers.

Package Creates Perception of Brand

As with all first impressions, the way a package looks creates a perception about the brand. It can make the product better and the brand more desirable, or it can create a negative impression that will tarnish both. Branding on packaging allows us to quickly and efficiently select from a huge array of products. Specifically, branding draws attention to certain products; it allows people to recognize familiar products and serves as a cue for remembering specifics about those products.

Here are a few things to think about when it comes to custom packaging:

  1. You can make a first, second and third impression. The first opportunity to truly engage a customer with the brand often begins when a product lands on his or her doorstep. In addition to simply protecting the product inside, the package identifies the product (providing confirmation that the desired item was received); conveys a sense of quality (providing reassurance), and can — if well designed — engage the buyer in a positive experience when opening (providing surprise and delight).
  2. Implement it as an effective marketing tool. Quality packaging works as marketing as well. A recent survey of online shoppers found that 52 percent of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging. The same study by Dotcom Distribution also found that nearly 40 percent of consumers would share an image of a delivery via social media if it came in a unique package.
  3. Pick a design that reflects your brand. Custom packaging options range from highly specialized shapes, sizes and materials to the most basic box — well-branded with a company logo. The options are endless — you can select the type that speaks to your brand. Items such as custom bags, fillers, tapes and tissues can extend the unwrapping experience however far your imagination and budget will allow. With online purchases, even the secondary package, e.g., the shipping case, can create a special moment of connection.

Whether you are relying on in-store or online purchases, custom packaging creates unique opportunities to build brand awareness and loyalty. Dedicating a portion of your marketing budget to packaging is the first step to leaving a memorable impression.