Authenticity with Branding and Packaging

For companies residing in cities, the idea of relating to a customer at personality level may seem overdone at this point—but it still has power. The worlds of design, marketing, and advertising are finally acting as customers themselves.

For example, a company may come up with a new adaptation of its logo for a specific campaign or launch of a new product. The logo has long remained an untouchable symbol of a brand but now we’re getting more playful. So what if we want to change the font, color, or even the shape?

Nike, and of course, Google are good examples of this if you haven’t yet seen it in practice.

You don’t have to change your logo to weave in a more playful, and inherently authentic, personality though. It is, however, very important in today’s branding and/or packaging efforts to discover what can work for your brand. What language are your customers using? What other brands do they shop with? How are those companies implementing this strategy?

Subway ads always seem to take this idea to the next level. Some great (or interesting) inspiration may lie there as well.

For some tangible tips, here are three things to think about when you’re looking to inject more authenticity into your brand:

1. Get deep with your brand story. Make it interesting, so that customers are actually engaged, but leverage any struggles or underlying values behind the products they’re buying. Maybe instead of just putting this information under your “About Us” tab, you integrate it into your homepage, Instagram bio, and even your packaging.
2. Don’t say it and then forget it. Making claims and promises is easy but customers— especially loyal ones— pay attention to how you integrate your values and mission into making a better company, product, and experience. Give more than you take while still making a profit.
3. Are you using your competition for inspiration? Depending on the size of your industry, consumers can tell when brands decide to “take inspiration” from their competition and spin it as their own thoughts and beliefs. Following trends is okay, but then again, people look to the trendsetters, not the trend followers.

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