From small businesses to national franchises, most – if not all – consumer-packaged goods (CPG) businesses rely on their customers coming back again and again. Food service businesses, brick-and-mortar retail stores and independent ecommerce businesses are all working to create brand affinity that lasts for a lifetime. And driving that repurchase cycle has historically meant investing a lot of time, energy, and money into traditional advertising.

But it turns out that, these days, CPG businesses have a unique edge: branding. A  survey conducted by IBM about consumer value in 2022 found that consumers are more willing to hunt for a brand that shares their values; they’re willing to pay a premium when they find said brand; and they’re more likely to tell other people in their circle about it. 

It’s in that last point where the real potential lies. Nowadays, most consumers’ circles span hundreds – if not thousands – of people, all thanks to social media. And so it makes sense that it’s the well-designed, unique, value-forward brands that are becoming increasingly shareable online. If you run a food service, e-commerce or retail business, taking the time to nail your branding can help drastically cut the cost of advertising, while still bringing in new customers.  FOOD SERVICE In a social media landscape, branded sustainable packaging is vital for bars, cafes and restaurants that want to build a customer base. Unique packaging that communicates their sustainable values and showcases the food or drinks they have to offer can massively lift their presence – but only if people know about it.

That’s why the visual medium is so important for foodservice businesses. Photography is particularly important; once you can draw customers in the door you can keep them there with the quality of your yummy offerings. But it’s the branding that’s going to get hungry customers to walk through the door in the first place.

Creating packaging with ‘shareability’ in mind encourages consumers to capture, share, and tag food service places online. It feeds the word-of-mouth engine, so even small or local businesses can gain massive traction online by putting some real thought into how they flaunt their offering. 

RETAIL In a post-pandemic world, small and emerging retail and ecommerce businesses have a much greater chance of netting loyal customers thanks to a massive shift in what consumers want. That’s why – much like food service – refining your branding is essential if you’re wanting to bring a retail business to life. But there’s another set of considerations when it comes to retail. While food service can the product in the customer’s hand very quickly, retailers’ packaging needs will be much more unique to their circumstances. Online retailers must carefully choose their packaging materials and designs to withstand transport. Brick-and-mortar retailers need to package their products to last on the shelf. Plus, in a value-driven market, both varieties of retailer must use their packaging to communicate what they believe in, and what they’re doing about it. For retailers, it’s a balancing act.Finding the meeting point between form and function helps brands make noise, then deliver on their promises. Struggling to find the balance? Here are some ways to hone your brand to a keen edge:

KNOW WHAT YOU CARE ABOUT AND BE LOUD ABOUT IT Consumers care about a lot – like sustainability and supporting local initiatives – and they love it when the brands they buy from care too. When it comes to creating your packaging, sit down and consider which causes you care about. Why have you created your business? What’s important to you about the niche you are filling? 

KNOW WHO YOU’RE SELLING TO Most people have heard about creating a ‘persona’ or ‘avatar’ – a representation of your ideal customer. Understanding your key customers’ demographics is very helpful, but what’s even more important is knowing what they care about. What problem are you solving for them? What keeps them up at night? What do they dislike about other brands that they’ll love about yours?

FUNCTION BEFORE FORM Beautiful, sustainable packaging is a great way to stand out, but all art pieces need their canvas. For retailers especially, carefully designing your packaging to keep your products safe in transit is a one-way ticket to customer satisfaction. 

HAVE AN ONLINE PRESENCE Having a social media presence is an essential for any emerging business these days. It makes your brand shareable. When customers love your products, packaging, vibe, or values they can let others in their circle know and tag you. 

The key is to create an active social presence that lets your followers feel connected to who you are as a brand. Build loyalty and affinity with storytelling, invest in quality photography (or learn to do it yourself), and don’t be afraid to sound like yourself online. For small CPG businesses especially, the owners are the face and heart of the brand and give your customers a way to talk to you as well. You’re not going to get it perfectly right every time, and that’s a good thing! Iteration is the lifeblood of foodservice and retail brands. Create an avenue for your customers to talk to you about what they love and what they want to see change in.

With branded packaging, it’s as simple as including a QR code somewhere on the package that directs them to your social media or website. When customers feel that their relationship with your business is a two-way street, they’re much more likely to come back for more.

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