There’s a single and most important reason for a brand/packaging redesign. The reason is because as a BrandMarketer you have PLANNED for it to happen! You are not simply reacting to market forces. Rather you are adhering to an already predetermined evolutionary brand and packaging development strategy.
Reactive vs Proactive
Sticking to an already predetermined evolutionary branding and packaging development strategy is the difference between being proactive or reactive. This is the difference between being forced to change versus being on the front foot of change.
Unfortunately most brand marketers are driven to change by external conditions. These are those specific circumstances which force their hand and have them scrambling to change. It’s a bit like changing ones lifestyle only once you’ve already had the heart-attack. All to often, Brand marketers are on the back foot, simply reacting to market forces.
See blog post:
6 circumstances driving product packaging branding change
There are 6 circumstances out of the locus of control of the brand marketer are when the product packaging or the branding has:
- Hit it’s Use-By-Date. All brand’s look and feel have a particular lifespan. Product packaging also has a “use-by” date.
- A need to keep up with market trends. This is one of the biggest reasons why brands revamp their packaging design and branding because it has lost relevance with the ever-changing waves of new design and market direction trends.
- Regulatory changes, company direction changes and packaging or production methods improvements. Sometimes there are specific occasions when brands are forced to comply with new industry standards or display new production or packaging form changes. These regulatory changes and changes in company direction are often seen as an opportunity to upgrade a design.
- Moving to an online shopping environment is often a driver of branding and packaging design change.
- Then there is the new broom sweeping clean syndrome. This is when a new Brand Marketer or Marketing Executive will step into the position with a new vision and new direction for the brand. They want to put their own stamp on the brand.
- The obvious reason for considering a banding and packaging change is when the product is no longer meeting it’s required metrics.
The evolution solution
The above said, when your brand is operating under an “evolutionary journey map,” it makes change simple, proactive and seamless. So… no matter which of the five conditions you run into revamping the brand’s packaging or branding just to trigger and re-engage consumers is only a short term, quick fix solution.
Because whilst many of these changes and quick fixes can deliver a short term revenue spike, how can growth be sustained over time? Redesigning your packaging reactively is a costly effort with potentially harmful long term damage to your brand….
When you are operating under a clear strategic brand journey, an evolutionary brand and packaging development strategy, many of the 6 circumstances listed above become mute points.
At Jam& Co we build change into the strategic evolving journey of the brand. And whilst no one can know exactly what the future holds for any single brand, or product on-shelf, it is an imperative that brand Marketers still understand HOW the brand’s message will ride on the wave of any particular trend and yet still retain a strong and relevant position in the market and on the retail shelf.
An effective, evolutionary brand and packaging development strategy must take into consideration many of the inevitable changes and challenges to come.
In other words, you’ll need your pack and brand to match the ever changing needs and wants of your market. You’ll also need to considerer how your product pack looks and is perceived in an online environment.You’ll need to forecast how you think the brand and pack will look 2 years and 4 years from now.
Skate to where the puck’s headed
When you develop an evolutionary brand and packaging development strategy based on consumer insights, your design company can map out an evolutionary design strategy over a 3- 5 year period. Here the strategically planned brand evolutionary plan has a buy-in from all key stakeholders within the business, so no matter what changes show up in the market, the evolutionary brand strategy still proceeds as planned, no matter who sits in the driver’s seat.
Taking both the retailer and the consumer on the evolutionary journey
Whilst a refreshed brand or pack can’t correct a poor product or specific market problem, refreshing your brand and packaging has been well documented and proven as a powerful selling tool. It can also convey an improvement in the quality of your product and brand. It change both retail and consumer perceptions of the product and the brand. That said, the worst thing to have happen is for your regular consumers not to recognise your product and brand as a result of pushing your brand and pack out to far initially.
On the other hand when it is done right, regular evolution increases your consumer’s loyalty because they are pleased with the changes and updates.
The evolutionary brand and packaging development strategy moves regularly over a period of 3 to 5 years. It takes both your consumer and the retailer on the evolutionary journey. The evolutionary brand and packaging development strategy will also attract and appeal to a whole new market of consumers.