Products need packages. Everything would get damaged in storage or shipping otherwise. But packaging does more than protect your product, it has a direct influence on consumer purchasing behaviour. In a 2018 IPSOS study, 72% of consumers reported that the design of a product’s packaging has a direct influence on their personal buying decisions. A further 81% stated package design influences their gift selection. With the average supermarket in North America carrying a whopping 28,000 different products (Food Marketing Institute, 2019), each competing to attract the attention of the consumer, and an estimated 60-70% of buying decisions being made in-store, packaging plays a crucial part in overall success of a brand’s strategy. The Art of Packaging The art of packaging builds a relationship with your customer. Packaging impacts how the product is perceived each time the customer sees and uses the product. Is it aesthetically pleasing? How well does the package work? Are the direction
Brand purpose impacts how your market views your brand and can drive more than just your marketing efforts. Defining your brand purpose helps inform business strategy, operational processes, and human resource decisions, too. What is a Brand Purpose? Brand purpose encompasses what your organization stands for, your reason for being and the needs you fulfill in the market. Then, your brand purpose identifies how you create value as you interact with customers, the community, employees, partners, and the planet. So, your purpose is why you do what you do, outward-focused, defining how you make a difference. Why Define Your Brand Purpose? Defining your brand purpose is a soul-searching, self-examination process, so small, medium-sized, and huge multinational corporations all go through the same steps. As you define your purpose, you gain invaluable insight into what drives the brand. Internally, the organization develops focus making everything from employee engagement to executive decisi