Why business start ups need to consider packaging
01 Aug 2024
Starting a business is always an exciting venture full of anticipation, determination and a small element of trepidation but that doesn’t stop around 800,000 new businesses being established in the UK each year.
However, one element that may be overlooked is the importance of good packaging for your business, should you require it. We look at how packaging can promote your brand and your business, encourage new business, and why when you get it wrong it can have a detrimental effect on business activity.
How does packaging promote your brand?
Your brand and your brand identity is something that has most probably taken hours of endless curation. Perhaps it’s a brand and logo that you created yourself, perhaps it’s been as a result of much work with a third-party agency. However you got there, it’s still your brand and that is important to you.
Most business owners are incredibly protective of their brand and want to ensure all customer facing communications are on brand and promote this positively.
This is why it is so important to get your packaging right too.
Your packaging could be the first interaction that a customer has with your brand. In a retail setting they may choose the product from a shelf, perhaps not even having heard of your brand and your products previously. This is when your packaging has to be visibly appealing, to stand out in what may be a crowded marketplace. When the customer opens that product, or gifts it to someone, it is important they enjoy a easy to open, well branded, aesthetically appealing unboxing experience.
Or, in an ecommerce setting, the customer will have heard of your brand even if they are ordering for the first time. They liked what they saw online, now they need to like what they get. In this sales scenario, the product not only has to look good it also needs to ensure that the product arrives intact, without any damage to the product itself or an inner box, in a gift packaging scenario.
Getting it right -v- getting it wrong
Sadly, there are still too many occasions where online goods arrive damaged due to poor packaging. Everything from white goods, to furniture, to home accessories and books can arrive with chips, corners damaged or simply in pieces that they were never intended to be in!
Even if the customer service thereafter is positive, there has already been harm done to the brand and it may mean that the customer is unlikely to order again, or indeed recommend the company, particularly if the experience to resolve the problem wasn’t handled professionally.
On the flip side think how a customer would react to a product that was well packaged, easy to open, made from entirely recyclable material that was easy to dispose of through household recycling, and it arrived intact without any damage whatsoever.
This customer experience is likely to drive repeat business, recommendations for your brand and create a loyal customer who acts as a brand advocate, all because you thought through every facet of your customer journey and experience, including the packaging.
Whilst packaging may not be the primary consideration when setting up a new business or launching a new product, ultimately it does have more of an influence on business success than it is perhaps given credit for.
To speak to a team member at one of our nine sites visit https://www.boxesandpackaging.co.uk/getintouch.html and we’ll be happy to help.
However, one element that may be overlooked is the importance of good packaging for your business, should you require it. We look at how packaging can promote your brand and your business, encourage new business, and why when you get it wrong it can have a detrimental effect on business activity.
How does packaging promote your brand?
Your brand and your brand identity is something that has most probably taken hours of endless curation. Perhaps it’s a brand and logo that you created yourself, perhaps it’s been as a result of much work with a third-party agency. However you got there, it’s still your brand and that is important to you.
Most business owners are incredibly protective of their brand and want to ensure all customer facing communications are on brand and promote this positively.
This is why it is so important to get your packaging right too.
Your packaging could be the first interaction that a customer has with your brand. In a retail setting they may choose the product from a shelf, perhaps not even having heard of your brand and your products previously. This is when your packaging has to be visibly appealing, to stand out in what may be a crowded marketplace. When the customer opens that product, or gifts it to someone, it is important they enjoy a easy to open, well branded, aesthetically appealing unboxing experience.
Or, in an ecommerce setting, the customer will have heard of your brand even if they are ordering for the first time. They liked what they saw online, now they need to like what they get. In this sales scenario, the product not only has to look good it also needs to ensure that the product arrives intact, without any damage to the product itself or an inner box, in a gift packaging scenario.
Getting it right -v- getting it wrong
Sadly, there are still too many occasions where online goods arrive damaged due to poor packaging. Everything from white goods, to furniture, to home accessories and books can arrive with chips, corners damaged or simply in pieces that they were never intended to be in!
Even if the customer service thereafter is positive, there has already been harm done to the brand and it may mean that the customer is unlikely to order again, or indeed recommend the company, particularly if the experience to resolve the problem wasn’t handled professionally.
On the flip side think how a customer would react to a product that was well packaged, easy to open, made from entirely recyclable material that was easy to dispose of through household recycling, and it arrived intact without any damage whatsoever.
This customer experience is likely to drive repeat business, recommendations for your brand and create a loyal customer who acts as a brand advocate, all because you thought through every facet of your customer journey and experience, including the packaging.
Whilst packaging may not be the primary consideration when setting up a new business or launching a new product, ultimately it does have more of an influence on business success than it is perhaps given credit for.
To speak to a team member at one of our nine sites visit https://www.boxesandpackaging.co.uk/getintouch.html and we’ll be happy to help.
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