Branding – why you need to keep your packaging consistent

Preserving the integrity of your products and company image all starts with brand consistency. This is particularly true in packaging and stems from the simple principle that repetition breeds familiarity. Familiarity means instant association with your product. Instant association means trust and confidence and most of all – loyalty.

Although easy-to-spot on the shelf branding may be key for retail products, B2B sales may prefer instant equipment identification. The message, brand, logo, color scheme, font choice must be steady on all of your communications.

Using your logo consistently includes where you place it on your product, placing it in the same position on your packaging, using it harmoniously in your marketing helps evolve your “look”. Over time, this visual may progress and your logo may even see a face lift or two but the core message of all successful brands never really changes.

Many retailers struggle with maintaining their identity in consistent format so that their customers will immediately recognize them. The greatest inconsistency in brand preservation is actually found on companies web sites.

Identifiable brands are defined as:

1. Your logo is most important. Applying it consistently, using strictly enforced Pantone colors and even the font choice and size is critical.
2. Follow through with your web design format. Consistent color, photography styles, and typefaces are critical. Do not sacrifice your image or make your web site too busy.
3. If you sell a retail brand or even a manufacturing piece of equipment, you want the visual to stand out. Place your logo (or symbol or mascot) prominently on the package. Make sure your equipment is labeled and branded so the maintenance manager can recognize your equipment from a distance.
4. Every department must know how to use the logo and what is company acceptable. You don’t want a distributor or rep misusing your name either. The sales force must be fully aware of the current logo and where it is deemed accessible for use.
5. Your tag line is essentially the voice of your company. Keep is simple but make it memorable.

If consistency is not applied, and the message and design is not unified, you risk consumer confusion, essentially mistaking one brand with its competitor. Once you lose that association, you could potentially lose a customer.

Although cultivating your message and brand can take years to master, start with a clear idea and guard it. Leading brands are normally ahead of their competition due to years of consistency.

Other insightful reads: http://www.fastcompany.com/articles/2007/07/brand-packaging-makeover.html?page=0%2C0

Submitted by Cheryl Miller: Selah Marketing – specializing in B2B marketing and web strategies: 262-893-9679 cheryl@selahmarketing.com