Storytelling Cartons: Help Customers Remember Your Brand From the First Touch
1. How does marketing help customers identify brands?
Brand Identity Marketing (often referred to as Brand Identity Marketing) is the process of using marketing strategies and tools to build, communicate and reinforce brand identity elements (Brand Identity) to target customers.
Simply put, it is how you use all your promotional and marketing activities to ensure that What customers see, hear, and feel about your brand is what you want them to think.
2. Key aspects of marketing in brand recognition
This process focuses on turning identity elements into a real experience in the customer's mind (Image).
Visual Identity Communication
This is the most visible aspect where Marketing uses visual elements to create differentiation.
- Color & Logo Consistency: Ensure colors, logos, and fonts are used consistently across all channels (website, advertising, social media, and especially product packaging).
- Real life example: Your company prints carton boxes. Marketing needs to ensure that the logo and colors printed using Digital or Flexo technology are consistent with the identity system so that customers can easily recognize them.
- Packaging Design: Turn cardboard packaging into a marketing tool. Packaging design not only protects the product but also visualizes brand values (e.g. a thick electronics carton box shows high-end and reliability).
Voice & Messaging
Marketing defines how a brand “talks” to the world.
- Tone of Voice: The tone used in every message should be consistent (professional, friendly, humorous, inspirational…).
- Positioning Statement: Marketing uses messaging to position your brand relative to your competitors (e.g., “SHC – The Best Packaged Product for You”).
Strengthening Core Values
Every marketing campaign needs to reflect the brand's values and business philosophy.
- Experiential Evidence: If the brand is committed to sustainability, Marketing will promote the use of recycled or FSC®-certified paper packaging. If it is committed to quality, Marketing will emphasize the 3-ply or 5-ply construction of the carton.
- Brand Behavior: Ensure the company's customer service, feedback handling, and corporate social responsibility (CSR) actions are consistent with what the brand claims.
💡 The Role of Marketing in Brand Identity
Marketing is the bridge that turns abstract ideas into practical perceptions:
- Differentiation: Help customers differentiate you from competitors based on image, features, and value.
- Creating Engagement: Through advertising and content campaigns, Marketing creates emotional connections, turning customers into loyal fans.
- Ensure Consistency: Ensure that no matter where a customer comes into contact with the brand (on Facebook, via Email, or receiving a cardboard box), they have the same experience and perception of the brand.
Low Cost, High Efficiency: Carton Marketing – The Smartest Investment
1. First touch: create an emotional impression
Packaging is the first thing a customer sees and touches. It creates the all-important “Moment of Truth.”
- Instant Differentiation: In a competitive retail or e-commerce environment, carefully designed, printed and finished paper packaging (using Digital printing for vibrant colors or Flexo printing for durability) will help your product stand out and catch the consumer's eye in seconds.
- Perceived value: Sturdy, clean, and cleverly designed packaging (e.g., a 5-ply box for electronics) conveys a sense of high quality and reliability, thereby justifying the product's price.
2. Convey the “Silent” Brand
Paper packaging is your “silent salesperson.” It conveys the message without words.
- Brand Identity: Consistent colors, logos, fonts, and design styles help reinforce brand identity in the minds of customers.
- Tell a story: The large print surface of your carton allows you to print information about provenance, sustainability commitments (like FSC® certification), or creative usage instructions, helping customers connect more deeply with your brand.
3. Create a trend of “Green Living” and sustainability
In a context where consumers are increasingly concerned about the environment, paper packaging becomes a great competitive advantage.
- Corporate Social Responsibility (CSR): Using responsibly sourced and highly recyclable cardboard packaging demonstrates corporate social and environmental responsibility.
- Attract “Green” customers: This attracts a younger, environmentally conscious customer base, helping your brand be perceived as modern and ethical.
4. Optimizing supply chain and customer experience
- Protective Function: Engineered packaging (e.g., a 5-layer shockproof carton for electronics) not only protects goods from damage, but also reduces return and warranty costs – an extremely effective indirect marketing element.
- Unboxing Experience: For e-commerce, beautifully designed and easy-to-open paper packaging creates an enjoyable “unboxing” experience, encourages customers to share on social media, and creates free and powerful word-of-mouth marketing.
