Branding Challenge: Extending Brand Impact for an Evolving Brand
Dottie Couture: A Handpicked Collection of Contemporary Apparel, Accessories, and Shoes.
What it takes to follow an evolving brand and extend its impact through packaging, for both brick-and-mortar and eCommerce. Highlights:
Working with Brandon and the Brown & Pratt team has been the BEST experience! They are willing to go above and beyond for their customers and they are always there for us! Ordering our supplies is super easy and even the design process is fun and always goes smoothly! Anytime we need a new product, Brandon and the team are always ready with such great ideas! We have used so many Brown & Pratt products over the last several years and they really do stand the test of time! The quality is fantastic and the selection of packaging products is amazing! We are so thankful to work with such a fantastic company!
Case Study highlights
Reinforcing and Extending a Brand with the Right Packaging.
Keeping up with changes to branding.
02. Packaging Specs
Branded bags and boxes.
Accommodating significant expansion into eCommerce.
On-demand supply of packaging and related materials.
Meeting the Client Where They’re at to Meet Their Needs
Letting the Client Take the Lead in the Beginning
Building trust with a client who has a clear initial vision means facilitating their vision if it’s practical and cost-effective.
This client reached out to Brown & Pratt on Facebook around five years ago. The company was experiencing rapid growth and they wanted to pay more attention to their brick-and-mortar retail packaging. So that they could reinforce and extend their brand with customers with paper handled merchandise bags and two different sizes of custom jewelry boxes. They wanted customers to walk out of a store with their brand. While handled paper bags may or may not have much life in terms of reuse, they knew the jewelry boxes would find a home as a jewelry storage solution and extend the Dottie brand for years.
The business came in with a very firm vision of what they wanted. At that time, five years ago, they were going with a very natural look, so brown paper bags and boxes with minimal branding elements in terms of company logo and so forth. When a client comes in with a firm vision like that, it would be a mistake for the packaging vendor to immediately push for different aspects such as using more of the branding “real estate” on the packaging or different base color packaging (white) that allows for much crisper printing of branding elements. Building trust with a client who has a clear initial vision means facilitating their vision if it’s practical and cost-effective. This is different from a client who comes in and doesn’t have a firm vision and needs guidance to create that vision.
When the client relationship is strong and stable, there will naturally be room to tweak a vision in ways that will benefit the client, but only if sufficient care and attention has been put into establishing a strong relationship based in mutual respect and trust. As a result, the client has transitioned to white bags and boxes over the years because they see the advantages in terms of look and better printing quality.
Branded Bags and Boxes
Reinforcing and Extending Brand Impact with Packaging
In addition to the retail merchandise paper shopping bags and two different sizes of jewelry boxes, as well as plastic mailer bags for eCommerce (see below), a packaging vendor has to be ready to move quickly when special requests come through from the client. When a vendor can meet special requests or last-minute needs, it helps reinforce and deepen the client-vendor relationship of trust.
Dottie had the idea of offering customers a reusable discount bag. If a customer purchases this custom-printed reusable bag with the Dottie branding on it, then any time they visit a brick-and-mortar store location, the customer will get a 10% discount on whatever merchandise fits in the bag. When a company has an idea like this, they inevitably want to implement it as quickly as possible. Brown & Pratt did exactly that with this special project, turning it around in less than two weeks, which is no small feat.
The work Brown & Pratt and has done for Dottie Couture has brought in new clients as well, though not in the way most would think. Typically, a vendor would highlight how the client referred new clients to them, but in this case it’s the packaging itself that has resulted in new clients. Other stores see that Dottie packaging and the kind of brand impact it has and they want something similar. Brown & Pratt also supplies Dottie Couture with custom-printed, carton sealing tape and merchandise labels.
When a vendor can meet special requests or last-minute needs, it helps reinforce and deepen the client-vendor relationship of trust.
Changing with an Evolving Brand and the Rise of eCommerce
Embracing Change and Making the Most of it
The client trusts us to have their best interests in mind.
Over the course of the five-year working relationship, Dottie Couture has changed its branding look (logos and other artwork) several times. The client has their own graphic designers who produce the new logos and branding elements that get used online, but design focused on web graphics doesn’t always translate easily into the kind of graphics files needed for printing packaging. Brown & Pratt has developed some “tricks of the trade” that allow for quickly vectorizing and converting client graphic designs into what’s needed for printing on packaging without charging the client hundreds or thousands of dollars every time they want to change their branding artwork. The client trusts us to have their best interests in mind.
When the client launched the eCommerce side of their operation, it grew very quickly and is now the primary way customers keep up with their offerings. The client was getting by with shipping customer orders in flat-rate FedEx shipping boxes. Brown & Pratt gently suggested there was an opportunity to use custom-printed mailer bags with their company branding so that when orders arrive at the doorstep of customers, they would instantly know their Dottie order had arrived. The client eventually agreed this was the best direction for Dottie Couture and they loved the uniquely branded mailer bags Brown & Pratt created for them.
On-Demand Supply of Packaging and Related Materials
Same Day or Next Day Delivery and Managing Packaging Stock
We store their stock of packaging supplies and track it carefully so there is always enough inventory ready to meet their needs.
Many retail boutiques simply don’t have the room to store tons of packaging and shipping supplies, and this was true for Dottie Couture. Brown & Pratt handles the logistics of this for them. We store their stock of packaging supplies and track it carefully so there is always enough inventory ready to meet their needs. Dottie is local to Indianapolis, Brown & Pratt is able to offer them an on-demand logistics service with same day or next day delivery of whatever packaging and all the related supplies B&P creates for them. All the client has to do is send a text message with their needs and it happens in very short order
Brown & Pratt: Your Custom Printed Packaging Partner
When you need shipping and packaging solutions that extend and reinforce your company’s brand, Brown & Pratt is ready to help with custom printed boxes, bags, and tape.