A promise to make something better

Decades ago, branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements, that distinguish one company, product, or service from another. Today, branding is more complex and even more important.
Branding is not just about getting your target market to select you over the competition. It's also about getting your prospects to see you as the sole provider of a solution to their problem or need. In its essence, branding is a problem-solver. A good brand will: Clearly deliver a message, Confirm the brand's credibility in the marketplace, Emotionally connect target prospects with a product or service, Motivate the buyer to make a purchase and Create user loyalty.
A brand is a relationship. People want connection and growth and something new. It’s like evangelism. Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are. Brand is a promise to customers. Therefore a strong brand needs to stands out in a densely crowded marketplace.

Packaging is powerful because it tells consumers why your product and brand are different. Apple is known for its clean, minimalist packaging. If you've ever watched an unboxing video for a new iPhone, you know people love Apple's packaging.
The way you design your packaging is just as important as the product itself. So, we’re going to discuss four reasons why your packaging design is critical to your product’s success.
These reasons include:
Consumer Attraction: How your packaging entices your potential customer and can help convert them into a sale. You want your packaging to make people stop and notice.
Branding: The right colors, logos and design trademarks on your packaging gives you a brand identity. So, this makes you recognizable and familiar to your audience.
Information: Utilize your packaging so that it communicates all the relevant information about your product. Make it so the consumer can find out everything they need to know before they buy the product.
Utility: Brilliantly designed packaging has a functionality of its own. From better shipping to collectible storage, great packaging adds practical value to the product.
No matter what industry your in, chances are you have competitors. How do you differentiate your product from the competition?
Effective packaging is one of the ways you can stand out from your competition and attract customers. So, if you’re selling in a brick-and-mortar environment, your packaging design is the first thing that a prospective customer will see on the shelf. Your customer may make their first impressions about your product and your company based on the way your packaging looks.
Have you heard the saying, “judge a book by it’s cover?” Although the total value of your product isn’t determined by its presentation, this is the first (and sometimes only) chance you have to win over a customer.
The graphic identity of your packaging must capture the buyer’s attention. Think of your packaging the same way you think about advertising and branding.

Having a solid, trusted brand is important for your company to thrive. If your target audience does not know or trust your brand, how will you ever increase your customer base and sales? Here are six innovative strategies you can use to increase brand awareness and help your business thrive. Inviting influencers into your niche is a great way to increase brand awareness and hopefully drive sales. When influencers have an established audience that knows and trusts them, once they mention your product(s) and discuss your brand in their content, those mentions will expand your reach and increase peoples awareness of your product. Ikonick is a perfect example of a company that works directly with influencers: It sells canvas art for your home and office. The way Ikonick uses influencers involves providing them with art and having those influencers pose with the art, then share the photos on social media. "Our relationships are an important part of our business," co-founder Mark Mastrandrea told me. "Our relationships make up our community, and the community is how our brand grows." Ikonick uses all types of influencers, from Instagram photographers to celebrities. The companys social strategy has enabled it to scale and grow exponentially because its influencers become part of its sales team -- even ambassadors. The relationship is mutually rewarding, Mastrandrea said. Companies can also offer to sponsor influencers at an event (if they do that sort of thing) and even use them as spokespersons for their brand and product(s). A lot of CrossFit-related companies do this, including Rogue Fitness, which sponsors certain athletes with clothing. The athlete then becomes a walking billboard for the company. Have you ever received an order that came in branded packaging? Rather than see it as just another shipment, perhaps you felt that that that special branding made the package seem like a gift. The team knows that the product experience doesn't commence at first use, but rather at the unboxing stage. How companies present their brand, and the story they tell through their design and graphics, can create an emotional connection with the customer that may last even longer than the product itself.