Brand Packaging: Why It Matters and How to Get It Right

Updated on March 1, 2023
In this article
In this article

As a brand, the packaging and branding of your product line is crucial to your success. Not only does it need to be visually appealing and on-brand, but it also needs to be practical and functional. Here are some tips for navigating your product line’s packaging and branding process.

What is Brand Packaging?

When people first see your product, they notice the packaging before anything else. Brand packaging is the physical wrapping or container that holds your product and represents your brand identity.  

Good packaging can make people want to buy your product. But, it’s the branding – like your product’s name, logo, and story – that makes them remember it. Branding is how your product stands out from other similar products in the market. So, if businesses want to last and be remembered, they need to get both their packaging and branding right.

Remember, while packaging might get someone to try your product, it’s strong branding that will keep them coming back. In today’s competitive market, companies that overlook either aspect may find it harder to succeed.

Why is Brand Packaging Important?

Unique Packaging Helps with Standing Out From The Crowd

Using plain boxes might make your brand blend in. However, having your own unique packaging with brand identity and design can make your business memorable and draw more attention, setting you apart from competitors. When customers recognize and remember your packaging, it can lead to increased loyalty and repeat business.

Branded Packaging Tells The Story of Your Brand and Strengthens Its Identity

When you invest in branded packaging, you’re doing more than just wrapping up a product; you’re telling a story. Your brand’s mission, values, and unique personality should shine through every layer of the packaging. This extends the connection you’ve built online or in-store right to your customer’s hands. Including personal touches, like a heartfelt note or bonus samples, can make the unboxing experience even more special for the recipient.

Branded Packaging Boosts Your Online Marketing Efforts

Everyone’s seen those popular unboxing videos online, with some even gathering millions of views on platforms like YouTube. This trend shows how much people enjoy opening a package when it looks nice and is well put together.

When your packaging stands out, it encourages customers to share their unboxing moments online, giving your brand extra exposure. Adding unique touches, like special designs or offers, can make this even better. Remember, when people think the package is special, they’ll think the product inside is too. High-quality packaging can make your product feel more valuable and make your brand look stronger, boosting your marketing efforts.

Branded Packaging Elevates The Customer Experience.

People have high standards for what defines great customer service, so it’s important to make sure your brand is perceived as adding value in every interaction you have with them. Branded packaging is a great tool for this. It adds layers to a customer’s unwrapping experience, creating a feeling of excitement and anticipation. It also makes them feel like they’ve received more than the sum of what they ordered.

Packaging Provides Essential Information to Your Customers

When selling products like processed food, it’s crucial to clearly list all ingredients. This transparency not only builds trust but also helps customers in their decision-making. Beyond just ingredients, adding small but significant details, such as the product’s weight or color, can give customers the clarity they need.

If your packaging is tight on space, an included brochure or booklet can be a lifesaver, offering those extra details. After all, a well-informed customer is more likely to be a satisfied one, boosting your brand’s standing in their eyes.

Unique packaging sets brands apart, making them memorable and fostering customer loyalty. Investing in branded packaging not only tells a brand’s story but also amplifies online marketing efforts, elevates the customer experience, and provides essential product information.

The Role of Brand Packaging in Your Marketing Strategy

Packaging is a potent marketing tool. It grabs customers’ attention, showcases your brand’s essence, and fosters a deeper connection with them. Through strategic design choices—like the right colors, images, and fonts—you can resonate with your target audience. Moreover, the packaging can be a platform to share promotions and discounts.

Having different packaging helps your products stand out and gives your brand its own special look in the market. When you put your brand’s story and what it stands for into the design, you tell customers about your brand’s background. Using things like eco-friendly materials or creative designs can attract people who care about the planet or those looking for something different. Simply put, good packaging can increase sales and make people loyal to your brand.

How to Make Branded Packaging?

Define Your Brand

Before you start thinking about packaging and branding, it’s important to define your brand. This includes understanding your target audience, your unique selling proposition, and your brand personality. Defining your brand is essential to creating packaging and branding that aligns with your brand identity and appeals to your target audience. Here are some steps you can take to define your brand:

  • Identify your target audience: understanding your target audience is the key to defining your brand. Ask yourself questions like: who is my ideal customer? What are their needs and preferences? What motivates them to purchase my products?
  • Uncover your unique selling proposition: identifying your unique selling proposition is crucial to developing packaging and branding that stands out in a crowded market. Think what sets your brand apart from your competitors. What makes your products unique?
  • Develop your brand personality: your brand personality is the emotional connection you create with your customers. It’s important to identify the tone and voice that best represents your brand, as well as the values and attributes that are important to your brand identity.

Choose Packaging Materials

Choosing the right packaging material is essential to ensure that your products are protected and presented in a way that aligns with your brand identity. If you’re looking towards a greener approach, partnering with a sustainable packaging supplier can be a game-changer. Here are some packaging materials to consider:

  • Plastic packaging – lightweight, durable, and versatile. It can be shaped into different forms and is often used for products that require airtight or moisture-resistant packaging.
  • Glass packaging – an eco-friendly option that is 100% recyclable. It’s often used for products that require a premium presentation, such as cosmetics or high-end food products.
  • Paper packaging – a sustainable option that can be easily customized with printing and branding. It’s often used for products that require eco-friendly packaging, such as organic foods or vegan beauty products.

Design Your Branding

Designing your branding is an essential part of the packaging and branding process. Your branding should be visually appealing and on-brand, while also communicating important information about your product line. Here are some tips for designing your branding:

  • Use your brand name: your brand name should be memorable and easy to pronounce. It should also reflect your brand personality and values.
  • Add your logo: it is the visual representation of your brand. Your logo design should be simple, unique, and easily recognizable.
  • Include product information: your branding should include important product information, such as ingredients or product benefits. This helps to communicate the value of your products to your customers.

Connect and Collaborate with Top Tier Suppliers

Connecting with the right suppliers is essential to ensuring that your packaging and branding needs are met. Wonnda’s B2B platform provides access to trusted and verified suppliers for your product line, with more than 80% match rate between buyers and suppliers. Here are some benefits of connecting with suppliers through Wonnda:

  • Access to trusted and verified suppliers: Wonnda’s platform connects you with trusted and verified suppliers in the consumer goods industry, ensuring that you find the right supplier for your specific needs.
  • Samples ordering right within the platform: brands can order samples right within the platform, allowing them to test and evaluate products before committing to a supplier.
  • Project management tools: Wonnda’s software suite includes project management tools that allow you to track the progress of your packaging and branding projects.
  • Communication Channels: Wonnda’s software suite provides communication channels for easy and efficient communication between brands and suppliers.
  • Direct management with real-time chat and video calls – you gain access to various features that make the whole process easier for you.
  • More exposure & market insights – Using Wonnda’s insights, manufacturers stay updated on trending products, ensuring they can better cater to your requirements.

At Wonnda, you can create an RFP detailing your brand’s requirements. We’ll then ensure we connect you with a manufacturer that perfectly aligns with your needs, whether you’re looking to launch your own brand or aiming to expand and scale your existing operations.

Source, Manage & Scale Your Product Line With Wonnda

Wonnda is the fastest growing B2B platform for private label sourcing in Europe, offering direct access to trusted and verified suppliers and a comprehensive digital infrastructure for efficient supply chain management.

With an over 80% match rate between buyers and suppliers and the ability to order samples directly through the platform, Wonnda makes launching your product line faster and more cost-effective.

About the author
Barbara Jankowska
Meet Barbara Jankowska, an upbeat and curious writer who originally comes from Poland. She moved to Berlin to pursue her Master's degree in International Marketing, where she developed her skills in research and analysis. Always eager to learn more, Barbara remains up-to-date with the latest trends and enjoys exploring new topics. Currently, Barbara is participating in an Erasmus exchange program in Porto, where she is discovering the unique culture and traditions of Portugal. Barbara's natural positivity and love of discovery make her a valuable new member of Wonnda. Her research and analysis skills, coupled with her ability to write engaging and informative content, ensure that she provides her readers with valuable insights and fresh perspectives on a range of topics.
Join 8.000+ brands sourcing with Wonnda
Free sign-up. No credit card required. By signing up, you are accepting our terms & conditions and privacy policy.
More resources and trends
In-depth sourcing resources and consumer product trends curated by the Wonnda team.

Find suppliers for your consumer brand

Join 8.000+ leading consumer brands using Wonnda as their go-to sourcing platform. Sign up for free.

Use your business email address. The email will be used to create a free account. No credit card required. By signing up, you are accepting our terms & conditions & privacy policy.