by G.B. Oliver
If you are not familiar with the line of skin care, bath and fragrance products called Philosophy, you definitely should check them out because they do branding really well, especially when it comes to packaging. (Now if the word branding is throwing you off and you don’t do packaging for your products, keep reading because that is not totally what this post is about.)
On their product bottles, Philosophy hardly uses any graphics (except for special holiday products), mostly text (and a simple font at that), and they don’t even talk about their product on the label. Instead, their products have names like Hope, Purity, and Grace and the label is taken up with a well-written, inspirational paragraph that typically has nothing to do with the product.
The names are simple, but clever, and they relate back to what the product is for. For example, Hope is a moisturizer. Their skin care products are all in white or cream bottles, evoking an image of clean. Their fragrances‘ packaging is light pink and ivory, creating a very feminine feeling, and their bath products are bright colors (because baths are fun) and they have fun names like Gingerbread Man, Candy Cane, and Sugar Plum Fairy. In fact their Mimosa Bubble Bath actually has a recipe for Mimosas on the label. Not what you would typically see on a bottle of shower gel, but that’s what makes it eye-catching.
So How Can You Apply This To Your Small Business?
Simple and clever always work. Simple makes it easier on the customer who is thinking of purchasing the product (no hard sell, not a lot of typical “marketing” words on the package) and clever always gets attention. And great packaging alone can sell products.
Now, maybe you don’t package your products, but you can apply these same techniques of simple and clever to your logo, shop design, website design, product names, even product design. It is a crowded, crowded marketplace so you have to do something to separate yourself from the pack and create a brand that is memorable to customers. If they don’t remember you, they can’t come back and buy from you.
★ I talk a lot about how to ensure that you offer marketable products in my Marketing Ideas That Work! Ebooks, available HERE.