As a business owner, you understand that a lack of expansion means stagnation and possible decline. However, standing out in the consumer packaged goods industry is challenging. Therefore, in addition to choosing the right food flexible packaging for your products, you need to expand your brand awareness and recognition.
The Difference Between Brand Recognition and Awareness
The first step to brand recognition is awareness. During this process, you introduce yourself to your audience. They learn that you exist, but they may not know much about you or your products and services, and they probably have not purchased one of your products yet.
This step allows you to get your name out. It creates a foundation you can build on with your marketing strategy. However, you still need engagement and adoption.
This is where brand recognition comes into play. Once your target market understands that you exist, you need to introduce them to your products and services and give them more information about your company. Individuals start to recognize your branding, including your logo, taglines and colors. Once this occurs, you have brand recognition.
Although your potential customers may not purchase your products yet, this step is important because it creates connections between you and your audience. They will think of you when they see your brand and need your products.
Define Your Market
Your first step should include clearly defining your target market. focus your marketing attention on your target audience. While some brands have widespread awareness, such as Burger King, Walmart and Pepsi, your audience is likely much smaller, especially at first. Therefore, take time to clearly define your market and produce marketing materials that target these individuals.
Create a Strong Branding Message
After you define your target market, you need to understand what they value most. Then, align your branding message with your audience. If they value companies that have eco-friendly policies, consider whether you have this same value and how you can share it with your market. Avoid adopting branding messages that do not align with your company’s policies and procedures, but share those that do.
Create Engaging Content
Today’s consumers like to feel informed. Therefore, build the content on your website and social media platforms. Focus on the information your audience will find most useful and valuable. Encourage engagement through interactive quizzes, encouraging posts and games. Your content should have variety and establish you as a leader in your industry.
Distinguish Yourself From Your Competition
You also need to find ways to set yourself apart from your competition. Then, use these differences in your marketing campaign. Show your potential customers why they should purchase from you rather than your competitors. Consider your distribution strategy, product quality, packaging materials or process efficiency.
How the Right Flexible Packaging Will Help
One of the most important ways you can distinguish yourself from your competition is through your packaging. You may choose flexible mylar bags or other options that grab your customers’ attention. Innovative packaging is a strong marketing tool. Make it eye-catching and informative as well as functional, sustainable and multipurpose.
As you prepare your branding strategy to move from recognition to awareness to adoption, include every area of your business, from custom printed stand up pouches to production and distribution strategies.