Pierre on branding
Back to basics 33
Brand communication: packaging
By Pierre Mare
Pierre Mare is a Windhoek-based brand consultant. He has contributed to many of Namibia’s leading brands and has worked with leading Namibian communications agencies

There a number of methods of communicating, all of which come with their own mechanisms and which are of varying importance, however the most basic and important retail communication tool, packaging, is persistently overlooked or given short shrift. The important thing to remember is that no retail communication strategy will ever succeed in the absence of packaging. So it makes sense to first concentrate on packaging, and ensure that it is absolutely successful before spend a cent on any other form of communication. Packaging is communication at the point where the consumer makes the decision to buy. And it can sway consumers who entered an outlet with the intention of buying one product, to change their decision and buy another. It can persuade a consumer to purchase a product which is completely unknown to him or her.

In the field of retail no other type of communication is as important as packaging.
To illustrate the point to you, take a walk down the aisle of a supermarket and try to match products to advertising. The fact is that a huge number of products exist and thrive without any communication other than their packaging. The consumer forms a very strong bond with the packaging. Although ‘no-name’ products and branded products may contain very similar formulations, to the point where the difference is barely discernable in a taste or quality test, the consumer will persistently pass unkind judgments on the product that does not come in the packaging of his or her choice.
On the topic of no-name products, the no-name product is branded by the outlet which carries the name appearing on the no-name product. The no-name product is an exercise in value. On a unit basis however, the differences in cost due to the simpler packaging entailed in a no-name brand are often marginal. In this case, the chain leverages its own brand to sell the products, and the producers are often one and the same as those who manufacture branded products that sit alongside the no-name brands.

On a tactical note, packaging is often used as launch tactic. By introducing the product in novelty packaging with high appeal to the consumer, the brand manager obtains high levels of trial. Once the packaging has served its purpose and the consumer has become a repeat user, the brand manager switches down to a simpler, more cost effective form of packaging that uses the same labeling elements: name, colours, typography and symbols, etc. The variants of this tactic are value-based sizes, aesthetic appeal and re-use. A second important tactical note must be made on continuity of the packaging. A number of brands have tried to push volumes and open new markets on existing products by altering the packaging. The inevitable result has been a significant loss of loyal consumers, often with disastrous effects on volumes.

The packaging and the label often become the visible form of the relationship and a key underpinning of loyalty. If the visible form changes, the relationship will be questioned, so a change of packaging must be managed very carefully. The obvious tactic is to advertise in support of the packaging change; however this may not be enough. The safest proposition is to alter the packaging slightly in a number of steps, and introduce the steps over set periods so that the changes are barely noticeable. Packaging can also be used tactically to match seasons, events and promotions; however this should only be done on the basis of packaging that already holds strong associations, and in a manner which does not obscure logos, typography, colours and symbols. Development of packaging can be an expensive exercise; however given the effect that packaging has on sales, consumer research must be a part of the exercise as a matter of course. Without the approval of the consumer, the packaging and product will not sell. However, the cost of successful packaging can be offset against cuts in advertising spend.