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Invest in your brand to secure its future
Paul Castledine, chairman and chief creative at brand design agency Boxer, argues that all brands, even long-established ones, should rest on their laurels at their own peril in this difficult economic climate.
A brand's packaging is its most intimate touch point. It delivers the brand messages right where they need to be; in the hands of consumers, offering an opportunity to establish and maintain an emotional connection. This is why, especially when dealing with multinational brands and navigating a recession, getting the brand message and tone of voice right is critical.
In recent years, consumers have become more and more design savvy, seeing through gimmicky and fluffy packaging, and demanding design that connects with their lifestyles and aspirations. Design has now become a modern day language and has the ability to raise long-term visibility of a brand, creating cut through and engaging consumers with a positive brand experience.
As the recession really starts to take hold, brands are competing more than ever for consumers' attention. Take Sainsbury's, for example, revamping its Basics range with a design that delivers greater stand-out on shelf at the same time as delivering the brand promise. As consumers alter their brand loyalty and buying habits in order to save the pounds, brands finally seem to be waking up to the benefits of investing in packaging design.
This is why it is important not to take anything for granted in this climate. You may be lucky enough to have a much-loved brand with loyal advocates, but that does not necessarily mean that you can rest on your laurels and expect this loyalty to carry you through. There is no such thing as guaranteed loyalty. It will be the brands that reinvent and stay fresh that will flourish, as consumers increasingly look for something to connect with that is a good deal.
Design is ideally placed to make that emotional connection with consumers. Whether it be on pack or in-store, brands need to have an honest conversation with their consumers. It is the brands that invest in design and use it wisely to deliver a consistent brand message across all consumer touch points, especially packaging, that will be able to give greater added value to their customers through an enhanced experience.
Castledine: brands are competing more than ever for attention
