Issue 35

The Role of Packaging in Brand Identity—Not Just for Consumer Brands

Packaging design is a critical component in building a brand’s image and identity. Anyone marketing to consumers already operates from this paradigm. The same holds true though for the commercial marketplace. Whether it’s a cosmetic product, or a 5-gallon pail of commercial paint, the packaging offers a huge opportunity to positively impact a brand’s image. But what we frequently hear from many business-to0business companies is, “the packaging doesn’t really matter, our customers place their orders via catalog”. Or in other words, they don’t need the package to sell the product on a retail shelf.

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Strategic and discerning, identityWise® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.

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