‍Packaging from Shelf to Screen: How to Create Synergy Across Your Brand Touchpoints

Creating a standout brand is about more than just creating a beautiful, meaningful package (although that’s a great place to start). The next step is transitioning to digital channels, like social media, email campaigns, a website, and e-commerce platforms to effectively market your product. When shifting from the physical to digital realm, it’s imperative that your brand continues to maintain the same look and feel established on pack. This consistency creates cohesion, allowing your consumers to easily identify your brand and begin to form a lasting connection with it.

Here's how to create a seamless transition:

1.    Use Key Visual Brand Elements from the Package‍

Step one to ensuring cohesion is maintaining the look and feel of your brand across all channels. Your visual identity is the absolute first thing a consumer will see and identify, making ita foundational element which needs to remain consistent across all assets.Examples of this include maintaining the same color palettes, typography, and repeated visual elements like illustrations or photography style.

While you always want to maintain your current style, new channels will likely call for the creation of new elements. These assets should feel like an extension of your brand but could include creating new illustrative elements in the same style, implementing an additional font better suited for body text on web applications, or adding a secondary color palette in tints of the colors used on your package for background elements that need to be more visually recessive.

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2.    Maintain the Same Tone of Voice‍

An integral feature of your product is the brand voice you use to communicate with consumers. Maybe you have a serious product in the healthcare sector, creating a need for a formal voice. Or maybe you’ve created the next big kid’s candy craze, and all your writing is informal and fun, filled with slang. Instances where this might show up are key brand callouts or your brand story. How you talk about your brand on packaging should be echoed in your digital assets to create a unified, familiar experience for your audience.

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3.    Use Digital Channels as an Opportunity to Bring Your Packaging to Life‍

You have an awesome package! Let’s leverage that! Now that you’re no longer limited to the panels on your package, you’ve gained a lot more space. This means more opportunity to explore key callouts at greater length in an email, create an entire section on your website about your founder’s impressive accomplishments, or post a video onInstagram explaining why your product is better than the competition.

Beyond that, digital channels allow you to show how your product will integrate into customers’ lives. For example, incorporating renders of your packaging into lifestyle imagery on Instagram can demonstrate usage occasions. Make sure as you do all of this to maintain the look and feel established through graphics, writing, and photography as explained above.

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4.   Tailor Your Assets to the Digital Spaces You’re In‍

Each digital channel presents its own unique benefits for consumer interaction. When you’re creating new assets, you should consider where each asset will live and adapt accordingly. Social posts, like Instagram and Facebook, present a great opportunity to interact with your audience more casually. As a bonus, involving your followers in ways like responding to their comments is a great way to foster engagement and a sense of community.

Digital assets for your website allow you to dive into the details of your product, ranging from an overview on the home page to about pages which allow you to get into the nitty-gritty. Plus, your website presents a key opportunity for your customers to buy your product. E-commerce is a good time to focus on your benefits and why consumers should buy your product over the competition. Email is another versatile tool, allowing you to focus on different subjects in each email and constantly curate your content to match your brand’s goals.‍

Digital is the Pathway to Creating Loved Brands‍

View your digital assets as an extension of your brand. They should feel native while simultaneously expanding upon the key style elements established on your package. Occupying the digital realm will not only bring your brand to life, but also allow you to reach and engage with a broader audience. By keeping your brand cohesive between packaging and digital assets, it will be a coherent touchpoint for consumers. This synergy sets a strong foundation to become a cornerstone brand that’s recognizable, trusted, and loved.

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