Customers are more likely to purchase your products and connect with your brand if they feel nurtured in their relationship.
This is important for premium product-based brands because your potential customer needs to understand the bigger value and meaning that your brand makes on their lives.
Not just the features and benefits.
From a marketing perspective, this can be explored using the Path to Purchase model (Know, Like & Trust).Typically, the Know, Like and Trust concept is applied to your marketing and content strategy.
However the idea can be applied to your packaging and branding as well!
What is the KNOW, LIKE & TRUST factor?
➊ Know
When you apply the "Know" part to your packaging, the purpose is to create awareness of your product through your packaging. If your ideal customer doesn't know that you product exists, they cannot purchase from you.
Do this by:
- Making your packaging visually sticky. Stand out in people’s minds with memorable, one-of-a-kind packaging.
- Ensuring your logo and product title are visible on your packaging so people connect your product with your brand.
- Add copy to your packaging describing what people need to know first about your product.
➋ Like
Like is all about building resonance with your customers in your packaging and product. Ultimately, you want your customer to like what your product and packaging stands for and represents so that they emotionally feel connected to your brand.
Do this by:
- Show your brand’s values through promise icons.
- Use materials (eg. compostable labels) that connect with your customers’ values.
- Show the human side of your brand with your brand voice and personality.
➌ Trust
In Trust, your packaging needs to convey your expertise and dedication to serving your customers. It is about showing how your product or offering solves a problem for your ideal customer in its own unique way. Y
Do this by:
- Make your point of difference or expertise clear.
- Ensure your packaging aligns with the quality of your product.
- Provide ways for customers to connect with you for more info.
