When it comes to branding and marketing there are a lot of things you can do before changing the actual packaging. You have Social Media, PR events, advertising and so on, anything that can give your brand that extra boost. But how and when do you know it’s time to switch up your packaging? We will give you a few guidelines and signs to look out for so you know when it’s time for your packaging to get a facelift.
1.How long has it been since the last packaging update?
If your answer is more then 6 years then it might be time to switch things up. After 6 years there is more than just the category itself that might have evolved, even your team and the consumers themselves might have changed! But an important aspect if you are going to develop your packaging after all this time is to be respectful and careful with your consumers and try to aim for something relevant to them. Don’t go crazy!
2.Have your competitors changed their packaging?
As mentioned above, 6 years is a long time standing still with the same packaging but it’s also important to do your research and know how and when to strike. Keeping a close eye on your competition is always important and even if they change their packaging it might not be the right time for you. Try to understand the strengths and weaknesses of your competitors as well as within your own brand, so you know exactly when it’s time for you to change!
3.Do you know what your consumers aren’t telling you?
Today’s consumers are very smart and aware of today’s games and sales pitch. But even if they know ‘the rules of the game’, they don’t always know their own buying habits and how they fall for something. However, they always leave small traces if you know where to look. The key is to be up close to the consumers: “Go to their homes, have a conversation, use the brand with them, open some drawers in their houses and go shopping. Listen, observe and ask questions that are not so predictable. Open up, be honest and enjoy the journey with the consumer. If they feel respected and knowledgeable, they will tell you everything, including the truth!”
4.Are the times changing?
Try to identify the category design language and understand your brand assets within this context. Then it’s time to evaluate, over a certain time period, what has changed, evolved, and trended. You should also look at the different styles, languages and shapes over time. Try to keep your brand relevant!
5.Can you see the issues from the retailer’s point of view?
Retailers are becoming more and more pressured to keep aisles and shops up to grade with the consumer’s demand. The brands are now competing for the same space in the stores and the aisles are becoming overwhelmed and fragmented. So try to see it from the retailer’s point of view, maybe the stores could benefit from clear banner brands? For example, the answer could be as simple as basic design housekeeping, and not the drastic overhaul we often see today. In other words, try to see the design from a different angle!
6.Have your brand’s message been lost?
If it’s been a while, you should take some time and look in the mirror, ask yourself why the brand is doing as it does and why certain assets and packaging details exist. You should always understand your own brand and everything that goes in it. Try to see it from the consumer’s point of view, do they understand it? With small changes over time the message might not be clear after a while, so take time and evaluate your message.
Packaging is, like we said many times already, one of the most important aspects of your brand and its marketing. So try to always keep that in mind and treat it accordingly. And when it’s time for a change you will be prepared!