Using your packaging to stand out

Before I jump right into how to use your packaging to bring your brand to life, I want to ask you, if you truly know what your brand is, what it sounds like, what it feels like or its tone of voice — what’s its personality?

In order for you to truly make an impact with your brand through its packaging, you need to do the deep work to identify all the elements that make up the character of your brand. And then you need to really understand your customer, who they are and how they want you to treat them. Only then, can you start to ensure that the time and energy you put into your packaging and bringing your business to life, makes 10 times the impact when your parcels hit the doormat.

Yes, you can put your brand’s logo on a sticker and put this on your packaging — but so can anyone else… How can you set yourself apart from the rest?

Well the fact that you are reading this article means you are already on the right track, because packaging is not an afterthought. It’s an extension of your product, it's an extension of your brand — and of you! And so giving proportionate time, creativity and consideration to your packaging is crucial. So where do you start?

Think sustainably

Customers are looking to businesses to act sustainably and insight shows they’re only set to demand this more in the future. Not only should we all be making sustainable choices, but for your brand to remain relevant to your customers, it is also no longer a ‘nice to have’. It’s an expectation. With more and more sustainable packaging solutions coming to market, take your time to research what’s right for you.

Experiment with your messaging

This won’t be relevant for all businesses, but if you have a distinctive tone of voice, packaging is where you can have some real fun with it and engage customers in an instant! From ‘I’m fragile’ stickers or hidden messages, to having a brilliant quote printed onto your sticky tape, these are all ways you can stand out. So often the correspondence coming through our doors is formal and utilitarian — task yourself with bringing joy instead!

Make sure your packaging arrives safely

Your packaging can’t stand out if it doesn’t get there safely in the first place. If you ever worry that your packaging might not be accepted due to its size, shape or weight, double-check it first. With Royal Mail you can access packaging guidelines online to help you. Plus, on their Royal Mail App, they even have a parcel size tool, so you can use their tech to work out which service to use to send your parcel securely and efficiently.

Remember, it's all in the details

Whilst technically not ‘packaging’ I can’t write this article without mentioning the good old fashioned handwritten note inside your parcels. I don’t know about you but for me, I immediately feel connected to the founder when I open a parcel and there is a note thanking me for my order, or better yet, recognising me as a returning customer if I am one. Yes it slows down fulfilment, yes it's a small extra cost, but if that small gesture helps you retain your customers, then I would say it is the best use of time and money.

Don’t forget, there are no rules

Well there are some (!) logistically… but you know what I mean here. Don’t be afraid to push some boundaries and to step outside the norm. Why not send some test packages to unsuspecting friends or customers and ask for their feedback? It’s a great way to understand what resonates the most. 

Ultimately, your packaging is a way for you to use the opportunity to have your brand recognised by new customers, to evoke joy in returning customers and to stand apart from the multiple parcels people receive each day. Make the most of it!