What’s the use of having a great product or marketing campaign if the packaging lacks aesthetic appeal? Whether you’re executing a direct mail campaign, putting together sample kits for your sales force, or selling products through retail establishments, packaging is the first impression of your brand. This means it is just as important as the message and the medium used in your promotion. Packaging can work wonders for your brand by creating an image of creativity and professionalism, all before the box, bag or envelope is even opened.
Branding is one of the most important aspects of any business, large or small, retail or B2B. A clearly communicated brand gives you a major edge in an increasingly competitive marketplace. Why? Because your brand is a promise to your customer. It tells them what they can expect from you, and it differentiates you from competitors. The foundation of your brand is your logo. Your website, packaging and promotional materials—all of which should integrate your logo—combine to communicate your brand promise.
Eric Marasco, Proforma Distinctive Marketing, Indianapolis Indiana