Why is your branding important? Why should you create a striking unboxing experience? Phil has answers!

1. Branding & packaging in ecommerce

2. Who am I?

3. What is branding?
Branding is something that triggers a sense that’s easily iden2fiable as
belonging to your company.
• Sight - Coca-cola
• Sound - Ne=lix
• Taste - Jack Daniels
• Touch - Levi’s
• Smell - Subway

4. Why is that important?
Branding gives you a sense of iden2ty
Branding helps your customers associate you as
more than just a product
Branding makes you different
Every brand owner in this room has more than likely spent a
lot of time, money and effort on branding!

5. Basic branding elements
• Name
• Logo
• Slogan
• Colours
• Word choice
• Typography
• Tone of voice
• Illustra2ons
• Product design
• Morals
Packaging

6. Packaging & ecommerce
Packaging is the ‘thing’ that protects your product
Wrong
Packaging is the centrepiece of your brand’s unboxing experience.

7. What is an unboxing experience?
An unboxing experience is the moment when your branding
and packaging come together
…and we’ve all watched an unboxing video
Think back to your Christmases as a kid…
It takes your customer’s first impression from ‘oh’ to ‘whoa’

8. Branding and your brand’s
unboxing experience
Create an unboxing experience by u>lising all your branding elements
• Name
• Logo
• Slogan
• Colours &
textures
• Word choice
• Typography
• Tone of voice
• Illustra2ons
• Morals

9. The *actual* unboxing
Your customer has your box in their hands…what do they next experience?
• A greeDng
• A welcoming environment
• A thank you note
• Their product wrapped in
branded Dssue paper

10. By using your branding & packaging to
create an unboxing experience, you ‘wow’
your customer because you’ve added value
This keeps your brand in the forefront of their mind

11. Added value makes your customer feel
important
When your customer feels important,
they’ll return to you

12. Remember…☝
It’s sta2s2cally easier to reconvert previous
customers than it is to convert new ones.
It’s sta2s2cally cheaper to reconvert previous
customers than it is to convert new ones.
It’s faster to reconvert previous customers than it is
to convert new ones.

13. S>ll need convincing?
Second Dme customers usually have a higher cart spend.
A Harvard business review showed increasing customer retenDon rates by 5%
increases profits by 25% to 95%.
A retained customer spends more over a lifeDme and it more likely to refer other
customers

14. Your packaging is more than a box
It’s the arena that your product presents itself to the world in
It’s one of the easiest areas to reduce your brand’s carbon footprint
It’s an element that can be used to make your product stand out on retail shelves

19. Danke
Thank you very much
Ques>ons? Queries? Comments?