In his book Why We Buy, Paco Underhill says of the store: “Store displays can be remade to allow shoppers to touch and try the merchandise. But if product packaging doesn’t change as well, a great many opportunities will continue to be lost.”
Today, most brand marketers believe in a very broad definition of brand packaging. This means that “packaging” refers to more than just the physical way a brand is presented; it also refers to the way the entire brand experience is packaged.
The brand name, brand logo, and sometimes the brand slogan are all part of the package. For a product, brand packaging includes the way the product itself is designed and produced. It also includes how that product is actually delivered to the target audience. For example, the product may be packaged in some sort of container. Instructions and other information may be included. In the case of a service, the brand packaging is likely to include the brand name of the service, what features and benefits make up the service, and how that service is promotionally described.
But packaging a brand goes even further. It also involves the brand experience – everything related to the brand that has an impact on the target audience.
Take an Apple iPhone as an example. The brand experience for an iPhone includes the brand name and the logo, of course, but it also includes the physical design of the iPhone itself and the way it is physically packaged.
In addition, the brand experience includes the iPhone’s functionality and its applications, as well as the online “App Store.” It includes the cellular network on which the iPhone operates. It includes the accessories. And you may not think of customer service, technical support, product fulfillment, and even the product warranty as part of the brand experience, but they are. They all play a role in how the iPhone is perceived by the individual who considers purchasing one and, ultimately, becomes an iPhone user.
So “brand packaging” is anything and everything related to the branded product or service that touches the target audience.