Premium Brand Refresh or Rebrand?

Let's talk about brands. And specifically, a brand refresh. 

Before we dig in too deep, let's clarify the difference between a refresh and a redesign. As Creative.Co writes:

A brand refresh is a makeover for your company... Think of it like a personal makeover ... a better haircut, up-to-date outfit, and new shoes that transform how a person is perceived. It's the same with your brand.

Rebranding can be a complete redesign... A transformation, a new identity and brand system for the same name. And with the new logo design—fresh messaging, a reinvented visual system and a transformed marketing program to catapult the organization forward.

While rebranding might in the cards for your company, it's not something that can be implemented overnight. Many organizations opt for the refresh - and refresh, and refresh - ultimately landing a little further away each time. 

A brand refresh seems straighforward enough. Update the stylesheet for the website, update the brand logos wherever they appear, etc. But for things that are a little less dynamic or harder to change--like boxes or custom packaging--the refresh isn't quite a straightforward.

Applying a Brand Refresh to Packaging Options

If it's not in the budget to completely toss the old packaging and buy new that corresponds with the refresh, there are options available. Much of it depends on the type of packaging in which you have invested. 

For example, stickers or new wraps are quick, easy ways to hide an old brand. You can also work with our team to look into new finishing options that can help disguise the old brand in different ways. We've worked with companies that leaned in completely to their brand refresh by designing a customer-focused experience that included new packaging encompassing the old packaging. 

Ultimately, it's up to your company and your budget with how far-reaching you want to take the packaging refresh.

Update Your Brand, Update Your Packaging

A brand refresh needs to extend across your entire portfolio to be effective. It can cause confusion and dissonance to see different logos, colors and other attributes for the same company. We know it's a big decision for any company to make. But when it's time to update, Sunrise Packaging can help you make the transition as seamless as possible!

Premium Packaging Drives Demand

The importance of packaging has always resided in its connotations. A plain brown paper wrapping might appear innocuous. But in previous decades, it might have hid a salacious purchase (at least, that's what David Hyde Pierce's 'Down With Love' character has led me to believe).  In 2016, people might be a little less inhibited, but packaging is still just as important. Especially premium packaging. In this era of internet shopping, subscription boxes, and a rapidly-growing marketplace, retailers need to find ways to hook customers and, ideally, turn them into repeat shoppers. Products need to find ways to stand out. According to a recent survey, investing in premium packaging is a one of the best ways for companies to do this. 

Premium packaging

Premium Packaging as a Hook

Dotcom Distribution recently released a survey on driving customer loyalty.  They surveyed nearly 600 shoppers to find out what makes them tick. Or more accurately, what makes them return to certain retailers, and what makes them take their business elsewhere. One of the top ways in which retailers can retain customer is by investing in premium packaging, or custom retail boxes. 

Tips to Retain Customers

According to Dotcom Distribution, consumers look for and reward: 

  • Same day shipping options--in fact, fast shipping was even more important than product quality.
  • Premium packaging. Boxes that make products feel like opening a present, or turn a mundane process into an event (check out Sunrise's custom box section for ideas). 
  • Error-free and transparent fulfillment process. Understandably, customers want to receive the correct order, and like to know when something is processing, then shipping, and when it's going to arrive. 

However, customer loyalty can be fickle. Forty-seven percent of those surveyed chose not to return to a business with whom they felt the shipping and fulfillment process wasn't clear enough. However, that negative experience might be redeemed with premium packaging. If a company offers premium packaging, 40% of respondents would give the organization a second chance, and 50% would be more likely to refer them as well. 

The key takeaways are two investments. The first lies in designing a process that keeps the customer in the loop.  Automation through a CRM can handle this. The second investment should be in product packaging. Specialized packaging demands specialized solutions, which is what Minnesota-based Sunrise Packaging does best. Bring elements of innovation to both your fulfillment and your packaging, and it's all but certain that you'll grow a repeat customer base. At least, that's what Dotcom Distribution has found to be true!