Producers of clamshell packaging understand that packaging isn’t just a wrapping. It’s an integral part of a product’s marketing operation. Packaging communicates the image and identity of a company. In short, packaging is a workhorse. It has a job.
Is your packaging doing its job?
In the same vein, our “packaging” does the same work. Our brand encases our product, service or persona. What should our clamshell do for us? Let’s look at what the pros expect from theirs:
From the Clamshell Blog:
Packaging can be defined as the wrapping material around a consumer item that serves to:
• contain,
• identify,
• describe,
• protect,
• display,
• promote,
• and otherwise make the product marketable.
Aren’t those the very things we do to define our brand?
We contain ourselves, so we know what we are and what we aren’t.
We identify ourselves so we stand apart from others who might look similar.
We describe ourselves so our customers know what they will get.
We protect ourselves from bad business.
We display ourselves through public appearances and social media.
We promote ourselves through our marketing efforts and advertising.
We make ourselves marketable by wrapping all of the above into our brand, our personality, the thing that customers remember most.
Who knew that box makers and clamshell producers could provide a branding tutorial? Let’s take notes.
Bizziwriter nugget: Which aspect of our clamshell branding do we do best? Which one could improve?
