When should I change or update my branding & packaging design? (Edition 7)

Picking the best time for a revamp and refresh of your brand.

The New Year often creates the opportunity for a new start. It inevitably kickstarts a list of resolutions that you may or may not stick to. The desire to start a fresh, to reevaluate and improve is a very human trait. It’s not just our own personal resolutions. The new year can be the time brands start planning for the year ahead.

Most brand owners have been there and asked themselves this question. It’s really easy to get complacent and refuse the need for a change to your branding and packaging design because you’re either currently doing ok, or there is no budget. But when is the right time – when you are on the upwards slope or when you are sliding down?

“But we only changed it a year ago.”

Great. But is it working? Has it enticed new consumers and enthused your existing ones? Sure your research group told you that Brian in Leeds and Wendy in North London were ‘uber excited’ but has that excitement played out in consumer world after launch? Or were Wendy and Brian just excited about getting free nibbles at consumer research group. The truth is that you should always be evaluating the brand and packaging on how well it meets consumer needs.

“But surely will cost a lot?”

You might be pleasantly surprised. Ultimately though, It’s an investment. Probably your most important investment as everything you do, create and say will be underpinned by it. The cost is based on what needs doing. It may not need a complete overhaul, just a re-evaluation of the pack architecture or simply more appetising food photography.

Did you know, 30% of businesses reported a revenue increase after improving their product packaging - Packaging of the World

“But mine is the best product out there.”?

Sure you have the best tasting cake / pizza / dog biscuits out there. But here is the simple truth, so does everyone who launches a new product. That’s WHY they are launching a new product and that’s exactly why YOU need to stand out in the minds, memories and shopping baskets of the people buying it. Don’t just rely on you being the ‘best’ as all of your competition are, in their minds, also the best.

70% consumers say that they form their impression of a brand based solely on packaging - Packaging of the World

“But it’s always been like this”

Life is change. Everything changes. Brands evolve and consumers evolve. So do their tastes and opinions. The best brands change to become more relevant, to answer new consumer needs or existing needs better. So should you.

“But we have never sold more than we do now. People love us.”?

Great. Hopefully that will continue but great brands remain fresh and constantly innovate. The reason consumers love you is because you met their needs. Consumer needs evolve and change. What is your plan to stay on top of this ever changing market place?

89% of shoppers will stay loyal to brands that share their values - Fundera

The truth is, its much easier to plan your next ‘big thing’ when you on the upwards trajectory when consumers are on our side, rather than a downwards one when they have moved onto the next big thing.

?? Some key points:

• Brand owners should constantly be evaluating the brand and packaging on how well it meets consumer needs.
• Branding is your most important investment as everything you do, create and say will be underpinned by it.
• 70% consumers say that they form their impression of a brand based solely on packaging
• The best brands evolve to become more relevant, to answer new consumer needs or existing needs better.

?? Featured podcast episode:

This podcast episode looks at the branding and packaging design for contemporary craft beer and the issues faced by FMCG brands using humour.

You can follow the show here , it's available wherever you get your podcasts. (If you are an Apple podcasts purist, you can find the show here )

?? Some of our posts you may have missed.

Never be vague or the consumer may make up the story, and it may not be the right one!:

New research reveals that how plant-based and vegan packaging are labeled significantly impacts whether omnivores choose them:

?? And thats a wrap!

Hopefully you have found this useful, if so then please do you subscribe and feel free to pass the newsletter on to anybody else in the industry that you think may benefit from some of the tips and advice that I cover.

You can find all of the latest work and links to our socials on our website:

#branddesign #packagingdesign #packaging #marketing