Building your store brand through packaging

June 12, 2008

in custom printed packaging,gift & gourmet business,How Tos,President's Notes

Red Star Bags at a Popular Department StoreStore Branding Pop Quiz:

1. Which department store uses a bag with only a red star?

2. Which retailer uses a baby blue color exclusively?

3. What product comes in a smallbox with a circus scene and a string handle?

There are many more examples of how packaging has helped to build a brand. But most of you reading this are not the size of Tiffanys or Macys, so how can packaging help build your brand in your own community?

If you are a retailer, chances are you already use “retail” packaging. It is important to understand that the packaging you use says a lot about your business, your products and even your mission. Would you expect a T-shirt bag from Starbucks? What would you expect your take-out to be in? We all know that Starbucks will use recycled paper cups and bags because it is a part of their culture and mission.

Use packaging to your advantage. It should be consistent with your image, represent your brand and leave the right impression on your customers. That doesn’t always mean that your brand has to be printed on bags, boxes etc… It can simply mean that you use the right packaging to say you care about the products, the customer and in some cases the environment.

Retail packaging distributors like Nashville Wraps have many choices of pre-printed bags and boxes in a variety of themes and/or color schemes as well as natural and traditional materials. Many of these products can be customized with your brand identity in small quantities. The truth about packaging is that it is the last thing you impart to your customer after the sale and the first thing anyone else sees once it leaves your business. First impressions are lasting impressions.

In today’s environmentally conscience business climate there is more emphasis on reducing our carbon footprint not to mention conserving expensive fuel. That means more businesses are neighborhood based, we see that with large companies branching out over locations only a few blocks apart. Packaging can help you make a statement of community and belonging while reflecting your image and keeping your local customers coming back.

So retail packaging can be as simple a choice as paper or plastic, white or kraft, or it can be a made to order masterpiece unique only to your brand. The choices are endless, seek a packaging professional to help figure out what will work best for you.

Robby Meadows, Nashville Wraps

Answers to quiz: (1. Macy’s, 2. Tiffanys, 3. Animal Crackers)

Links: Macy’s , Tiffany & Co, Nabisco World , Business Survial in slow times

nashvillewraps

Nashville Wraps is the leader in eco-friendly gift & gourmet packaging. Our focus since 1976 has been beautiful packaging, competitive prices, fast shipping and taking care of our customers. We listen. We care about your success. Most of all, we want to make your business look good.

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{ 3 comments… read them below or add one }

Lucy October 14, 2008 at 11:47 am

Hi, as I began to read the past months’ articles I arrived to this one and I don’t understand why no one has commented on this wonderful article. I truely feel that image is one important part of a business. The aspect to stand apart from everyone else, something that makes the consumer remember your product/experience everytime they are reminded of the package and or color. It’s having a signature! So, read on and get inspired and leave a comment or two. I would love to know what your experiencing in your business.

Mechelle November 11, 2008 at 2:34 am

My packaging is my priority in my service. I have a web based business so making a big impression is essential. e-commerce is highly competitive I think more so than brick & mortar, because your competitor is a click of the mouse away. So I have to grab their attention and keep it long after their package arrives to ensure they return.

I buy all but one aspect of my packaging from Nashville Wraps, but I would love it if NWs would offer those as well. I use Pink or Chocolate satin bags for every purchase, but I can’t get those here :( I do buy all of my ribbon, pink fill, and tissue paper here :)

Anonymous March 10, 2010 at 4:11 am

Hi,I do most of my business on the web,and I agree that packaging your products is essential to get customers attention and also many repeat customers.I have noticed that if people are in a hurry and see my label and or packaging that has inspired them to buy again and again.They remember you with that impression of not only receiving good products,but just the excitment of opening up what you buy.Just because I sell treasures,does not mean I am not a shopper also.And I definitely enjoy attractive packaging.Thank you,Mary@MaryScents

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