Secrets to Brand Value

During the evening I like to relax while either reading a book or watching television. One of my shows NCIS has the main character always drinking coffee. Everyone knows it is a Venti from Starbucks because of its distinctive color and style. As I was watching a recent episode and thinking about his I was also reminded many years ago how when I was working in Manhattan and I would regularly see new computer boxes in offices with the distinctive look of a cow. Can you name the company? Gateway!

When marketers package products they are doing so very a very clear reason – branding. Brand is that logo, symbol look and feel that provides consumers and those that aren’t brand recognition and value. Packaging is a vital component of the marketing process simply because consumers acquire for brand’s sake.

I am reminded of the time while selling to many Japanese banks in the early 1980’s who loved to visit Tiffany. It was not the gift they desired in as much as getting the blue box!

With that in mind, what are you doing to create a package that creates allure and attraction??? It is necessary today to first create some visibility so that others are aware of your package and become involved with your brand.

To create visibility you must engage with others and ensure they are aware of your value. This involves becoming actively engaged in networking or even being introduced by third parties. Do not fall prey to the ridiculous networking clubs that desire money and membership. Visit social settings that enable you to meet buyers. You do not see many tea drinkers at Starbucks or discount shoppers at Nordstrom’s. Therefore you need to be where potential buyers are not competitive vendors.

Second your package will be noticed more when you enable your current network to continually speak about your services. This requires getting case studies, testimonials and quotes in written, audible or video form. Prospective consumers do not want to hear from you they want to uncover what you did for others! They need proof that you products/services provide the results they seek – then they make a purchase.

Finally, finally wrapped packaging is very sturdy while also looking good with or without the outer wrapping. For you this means providing unparalleled customer service. This requires you dress well while looking the part, answering calls within a decent time allotment and using tools that make you a professional. I once had a client ask me if a client signing a $50MM commercial loan would care doing so with an inexpensive $2.99 pen! What do you think!

Packaging requires a consistent and relentless approach. Best Buy, Zappos, Coke Cola rarely if ever change their brand. Ever see a different logo for Coke? To establish brand you need four components; 1) recognition 2) visibility 3) value and 4) consistency. Does your package speak value or is it simply hiding it? Does your package create emotion appeal? Can consumers recognize your package or are you a brown bag near the cashier? Conduct some research and action to make your package more recognizable.