How to Build Brand Trust with Product Packaging

When I was in the grocery store a few days ago, I noticed a man shopping for crackers. One by one, he would hold a box up to his ear, shake it, and then scowl.

I asked him why he seemed upset. He told me he felt tricked by the companies making the crackers because the boxes were still the same size, but seemed to have less crackers in them than they used to. Some of the brands were also reducing the size of the crackers themselves, unless he was imagining things, he added. “It makes me feel cheated, like they’re trying to trick me!”

No, this man was not imagining things, these cracker manufacturers were really trying to trick him. Not because they were evil, but because they were trying to cut costs. Sadly, though, cutting costs in any way that a consumer might characterize as deceptive will likely backfire on you.

In these difficult economic times, it is more important than ever for product makers to give consumers a reason to trust in their brands. Product packaging is a cost-effective way to build trusted relationships with your customers that will carry you through this recession.

Here are a few ways to build trust in your brand when designing your product packaging.

• If your product is genuinely environmentally friendly, say so on its packaging. If it’s not, don’t pretend it is! Doing so is called greenwashing. Greenwashing destroys, not builds, consumer trust.
• Tell a story with your packaging. The story should be about your product, your company, or (preferably) both.
• Connect with potential buyers on an emotional level. Although they are paying more attention to value and sticker prices, consumers are still hungry for emotionally-satisfying products. Duraflame's package (pictured above) depicts a happy family cuddled up around a roaring fire. This tells a story about what the product does, as well as connects emotionally with potential customers who have fond memories of time spent with loved ones around a cozy fireplace.
  

I challenge you to incorporate one or more of these tips into your product label designs. If you do, please be sure to let me know your results!

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Comments

[Mike Toole]

This is Great stuff! more people need to think of their brand like a bank account. Any action you take will add or decrease the level of funds in the account.