How To Build Familiarity with Packaging

The Relationship Between Familiarity and Packaging

As people feel your brand becomes known to them, they’ll equally feel your brand is more familiar. Building Familiarity for your brand through Packaging can be most effectively done by making sure that claims language is prominent on the packaging itself, or the surrounding support of the packaging online. 

To increase your brand’s Familiarity through Packaging, you should consider the following: 

1. What is in your product?  The more people know about your pack and your product the more Familiar they will become with your brand. Consider explaining on pack what ingredients you use, how they’re sourced and the benefits behind your products to give them a bit of an extra intel into what your brand is all about and the benefits of it. Phrase it punchily and make sure it visually ‘pops’, and something will stick!

2. What will it do for people?  Adding emotional and functional claims to your packaging is another way to help people familiarise themselves with your brand, and to make it more memorable by showing what it does for them. It allows them to get more information about the brand from the pack before purchasing. The tangible benefits of your product will help people become more familiar with the functional offering of your brand. And, the intangible benefits of your product will help people become more familiar with the emotional offering. 

3. What does your brand stand for?  Providing clear messaging on pack about what your brand stands for, its mission and its purpose will help people become more familiar with the role of your brand in society. Stretching beyond what the product can physically and mentally do for people, familiarising people with what your product stands for is helpful in building a relationship.

   
   

What should you do next?

• Give people a bit of extra intel about how your product is constructed and what it is made of. Shed light on your supply chain, or on how your ingredients are sourced so people can feel like they know a bit more about your brand up front. 

• Take a look at your existing product claims to determine whether people would really understand what your brand is all about just by reading the pack. Consider whether you emphasize your product’s primary benefits so that people feel more familiar with your offering.

• Ensure your brand is known for something beyond just its name. Drive Familiarity around your brand’s values, its social mission and its purpose so people start to feel your brand has more depth to it. 

How do I know if it’s working?

• All brands, big or small, looking to improve Familiarity through Packaging, should keep an eye on their Familiarity score over time once new packaging lands. If your Familiarity starts to increase as on-pack claims language gives people extra intel on your brand, what’s inside your product, and its benefits to people, you’re on the right track! 

• Keep tabs on what people say about your brand. As your Familiarity grows, comments should become more detailed about what your product is, its benefits and what it does for people.  

  
  Guidance from:
  Michael Coden | Head of Marketing, ProQuo AI
  
  Michael has spent 10 years developing and building brands across the US, Europe and Australasia for global companies.