6 Reasons Why Product Packaging & Branding Is Important For Your Business

Many people think that packaging doesn’t matter at all. This couldn’t be further from the truth! Whether you are selling clothing, beauty items, food products, and other physical things, consumers will look at the product packaging. Packaging has become just as essential as the function of the product.

The first impression of potential customers will determine sales and repeat buyers. You must employ a packaging strategy according to the needs of your business. Flexible packaging is a strategy every business should learn more about.  The packaging conveys many things, including the company’s values and what the product offers to the end-users.

6 Reasons Why Product Packaging & Branding Is Important For Your Business

6 Reasons Why Product Packaging and Branding

If you want to implement an effective strategy to communicate with your consumers and improve your marketing, start with the packaging.

1. Differentiates Your Brand from Others

Branding is essential for your product and business. It is the one thing people will use to recognize and identify your products easily. Thus, your packaging and branding must stand out among your competitors. Product branding encompasses the visual identity, advertising, pricing, in-store experience, and partnership.

When thinking about your brand, think about your personality and the story of your business you want to tell. Use these aspects of your brand to inform decisions on packaging, and this will help with differentiation from your competitors.

2. Creates an Unboxing Experience

One of the benefits of having great product packaging and branding is that you can create a real unboxing experience. As consumers, we know how it feels while unboxing a product. When the packaging is well thought out, we are excited to include this as part of the unboxing experience. This is especially true for first-time buyers of a certain product. If you want to attract a good deal of customers, give an exciting experience from the package to the product itself.

And these days, customers love to create unboxing videos. Your product packaging will become part of the video, so why not include it as part of your brand?

3. Helps You to Connect with Customers Emotionally

Your brand will help you to establish trust with your potential customers. It will also lead to creating loyalty, thus customers will keep coming back. Your values will help to create an emotional connection with your customers. It is essential to have specific values and effective communication with your target audience.

Keep in mind that most buying decisions depend on emotional reactions. Couple the emotional aspects of the buying decision with the know, like and trust factor of your brand, and you are far more likely to convert the sale.

4. Adds A Personal Touch

Consumers nowadays are smart in deciding about which products to buy. They consider not only the price but also the packaging. Quality packaging can directly impact your product positioning in the market, at least from the consumer’s point of view. This packaging can add a personal touch to your brand, letting your customers know that you are thinking about their experience with your brand.

Your product packaging can be a tool to communicate with your target market, and eventually lead to sales.

5. Creates Brand Recognition

As mentioned above, product packaging is an effective marketing tool, especially for advertising. We know that consumers easily recognize well-branded products. Your packaging must convey everything about your brand and product. This also include making sure that the logo design of your brand is easy to recognize and remember.

Creating brand recognition will help your business gain more potential customers and sales. Ensure that your brand packaging is memorable for a long time. If your brand is easy to recognize, expect a smooth flow of engagement and transactions with your customers.

Packaging is also essential to shop owners or retailers. They would want to stock products they can easily promote. Thus, think about an attractive design that will help your retailers’ in promoting your products.

6. Deliver Value to Your Customers

The most important thing about operating a business is to provide value to the customers. If you are selling products, make sure they are valuable. Your target market must benefit from buying your products. The packaging, when thoughtfully created, provides additional value.

In the most simplest of terms, packaging serves as storage. Thus, ensure that your packaging can withstand long storage time, can be shipped or stacked. The packaging should be durable enough the shipping or transporting the products from one place to another. The most essential function of good packaging is the protection it offers to the product itself. Pay attention to this matter, especially if you are shipping your products internationally, which require a longer journey.


Product packaging is essential to your business brand. It can directly influence the customer buying decision, even before  the customer fully knows the product. Do not take any of the elements of the customer experience for granted. This includes your  brand and your packaging!

Miss Kemya


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About Miss Kemya

Miss Kemya Scott Digital Marketing Strategist and Social Media Manager for Small Business at Marketing Sparkler Kemya L. Scott, Digital Marketing and Social Media Strategist, teaches her clients how to build a digital presence, increase revenue and create a more successful business. Known simply as “Miss Kemya”, she uses a results-focused, “how to” approach in implementing simple, customized strategies so clients enjoy tangible results quickly and easily.


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