When many industries and operations consider changes in their packaging, they often take a utilitarian approach. They focus on aspects like its accessibility, functionality, and especially compliance. While these factors play a key role in settling on the right packaging, they can overshadow another important component: brand image.
When you start to view packaging as an extension of your brand rather than a necessary expense, you open another line of communication directly to customers. Every detail, from the primary container to colors, closures, and materials, contributes to the way customers perceive your brand.
For example, if you specialize in innovative wellness products, you may want to consider unique packaging options that emphasize that brand image. Or, if your automotive solution needs to stand out from a sea of competitors, you may want to explore durable plastic bottles in eye-catching colors like red or yellow. Whatever the case may be, the team at Pipeline Packaging delivers the resources and expertise that can improve your customers’ perceptions of your brand through packaging.
Branding Makes All the Difference
Packaging is often the first touchpoint between your brand image and the consumer. Considering the right use of color, material, closures, and labeling all contributes to your consumers’ initial experiences with your product. In addition to the right first impression, it also must stand out against a shelf of hungry competitors.
Based in Atlanta, David Elmore has been a sales representative at Pipeline Packaging for almost three years. With a portfolio of customers ranging from retail to industrial products, Elmore knows firsthand how important it is to incorporate brand image into a packaging system.
“Every company that sells a product should be concerned about their brand image and how they can differentiate themselves from their competitors,” he said. “Differentiation in packaging is always important, and for some, it’s the most important priority.”
At the end of the day, you must persuade consumers to choose your products rather than the competition’s. Ensuring that vital action takes more than just producing a high-performing product. It means communicating that brand image in every facet of your operation, including your packaging.
Packaging offers numerous ways to explore differentiation. It may be a distinct color, leading consumers to recognize your product instantly without even reading a label. It may be a certain typography on the packaging that positions your brand image as the high-quality choice. Even the right logo imagery can be the difference between a consumer making a purchase between your product and the competition’s.
With Pipeline, The World is Your (Packaging) Oyster
As a comprehensive packaging provider, Pipeline leverages its buying power with more than 400 global suppliers. Using a distributor’s advantage, we utilize our network of manufacturers to ensure our customers have the breadth of choice at a competitive price. It also means our customers have access to a wide variety of styles, sizes, and materials from which they can create packaging that fits their unique brand image.
“Customers often consider the different colors, shapes, and labels, even the entire package as a whole, when making a decision,” said Elmore. “Pipeline’s expansive inventory means we can address each of these factors to find the perfect comprehensive packaging system to communicate your brand.”
Pipeline’s distributor approach means customers have access to packaging solutions that are customized to their every need, including brand image. Are you curious about a new material like PET plastics? Is your company looking to achieve a new sustainability goal through PCR packaging? Are you interested in switching to packaging with a luxurious feel like tin cannisters or a more modern look with a minimalist plastic sprayer system?
Whatever the need, Pipeline Packaging supplies unlimited possibilities with a team dedicated to helping you find a solution customized to your brand image.
“Many customers are looking for a standard solution, so we’re able to provide a low-cost system as well as maintain a constant flow of product through our stocking programs,” said Elmore. “But for those who want to explore unique packaging options, we’re able to help them dig in — it’s the fun part of what we do.”
Through our skilled sourcing team, in combination with our existing inventory, Pipeline Packaging is the one-stop shop for a packaging system with attention to brand image.
It’s Time to Shine with Custom Design Services
After primary packaging, the next step in changing your customers’ perceptions involves determining the right design. Pipeline provides an extensive array of value-added services in addition to our limitless inventory to create the perfect comprehensive packaging solution for you. Among services like inventory management, engineering, and assembly services, we also extend our team of custom design experts to help you develop labels, sleeves, and print components that will catch the attention of consumers.
Elmore shared how finding the right combination of primary packaging components and brand image design can be a critical strategic decision, especially in certain industries.
“Not every industry prioritizes innovative packaging designs,” he said. “For example, some of our customers who are chemical manufacturers don’t need fancy graphics or sustainable packages to sell their products. It’s really more about finding them a high-quality solution at an affordable price.”
Customers in consumer-end markets like food and beverage, health and beauty, automotive, and many others, however, face a different reality when making packaging choices that align with their brand image.
Elmore shared how one customer, a barbeque sauce company, requested new label designs that would engage consumers and draw them away from competitors. With the help of Pipeline Packaging’s custom design services, the customer was pleased with a surge in conversions.
Though print and label services may seem like a more important focus for business-to-consumer sales, they still have a place in the business-to-business market as well.
“There’s so many scenarios where it’s worthwhile to consider incorporating your brand image into your packaging design,” said Elmore. “One of our customers manufactures cleaning products that are sold to large home improvement retailers nationwide. By using a unique bottle design that makes their products easy to use, they’ve not only differentiated themselves, but positively impacted their brand’s image.”
How Pipeline Packaging Troubleshoots Brand Image Challenges
Lead times, supply shortages, pricing, compliance — these are just some of the factors that can pose a challenge in bolstering brand image through your packaging system. Backed by a network of global sources, a diligent sourcing team, and dedicated customer service, Pipeline Packaging brings a wealth of knowledge and resources for troubleshooting any difficulties along the way.
For instance, a brewery wanted to achieve the same look and feel of Red Bull’s sleek aluminum cans. Rather than use the exact can, which came at a steeper price due to its popularity, the experts at Pipeline were able to source a cost-effective alternative that allowed the customer to still achieve the same brand image.
“Speed to market, style, and cost are important factors for customers,” said Elmore. “We do our best to balance those in terms of what the customer is looking for.”
Elmore shared how he helped an automotive customer overcome a different obstacle: brand continuity.
“A well-known automotive lubricant manufacturer came to us for assistance in developing additional product sizes,” he said. “The key was that these new products needed to capture the same look and feel of the original system we supplied.”
After numerous meetings with the customer and different suppliers, along with industry research, Pipeline was able to develop the new packaging products with the same brand image. The line will be hitting shelves early next year.
“One of the most exciting parts of the job for me is to see products in the store,” shared Elmore. “Whenever I visit a store, I’m always amazed at the number of packages on display that Pipeline has played a role in developing and branding.”
No matter the industry or market, considering the role brand image plays in your packaging can have the power to unlock consumers’ perceptions in a new way. While it may feel like another task added to the list of your packaging needs, partnering with the experienced team of experts at Pipeline Packaging can ensure you’re checking off every box, from primary components to custom design services. When you prioritize brand image in packaging, you can rest assured you’re heading toward increasing customer awareness and securing the final conversion.
Do you want to change the way consumers perceive your products? Contact us today to start a conversation about how you can stand out from the competition with packaging that embodies your unique brand image.
