We all know the importance of branding and product packaging, but just how important is it for your business’s success?

There are a lot of factors that go into making your product successful in the marketplace. One of the most important aspects is packaging design. Packaging design companies are an essential part of any successful company, as they play a crucial role in making your brand stand out. The power that packaging has on consumers cannot be underestimated. Designing a package can also make or break a product launch!

This blog post will explore why it’s so vital to invest in good packaging for your business!


With so much competition between advertising media nowadays (social media vs. classical), less attention may be paid to how important the package design actually is — but don’t overlook this vital component when planning your marketing efforts! Here are a few reasons why.


The Paper Worker states that one-third of a customer’s decision-making process is based solely on product packaging. With so many products available, you need to have your branding stand out and look different from the competition in order to succeed.

If your brand isn’t unique, then it will be lost in the sea of thousands competing for their attention, but if you have an eye-catching design and bold message that pops out from the crowd, then people are more likely to notice your products over others.

One classic example is Captain Morgan’s recent product — Cannon Blast. The beverage comes in a canon-shaped bottle which makes the design highly relevant to its name. Furthermore, the package design is also eye-catching and is highly different from what many of its competitors offer.

Captain Morgan


Many studies have shown that our brain reacts to colors in different ways. Therefore, brands and marketers need to choose their product packaging design colors carefully. Color is an important aspect in product packaging, and the color experts cite that, generally speaking, more colors on a package means less sophisticated products.

Other colors convey different meanings, but it’s important to study your target demographic before deciding on what type of color you should use for your design because blue may be disliked by some groups while liked by others.

Take a look at this product packaging design by Hornall Anderson showcasing the use of different shades of the color blue. It is said that darker shades of blue appeal to adult audiences whereas more vibrant shades are right for younger customers.

Hornall Anderson


There is an upcoming trend towards brands that are entertaining and committed to the consumer. This simply translates to a packaging design that provides a great experience.

The trend essentially applies to young consumers, and aging hipsters of Generation X. One classic example is that of Pizza Hut. The brand developed a pizza box that functions as a stereo system. It enables pizza lovers to connect their pizza box to a phone or laptop through Bluetooth to play music.


Packaging Design is a lot more than just about the look and feel. It’s also an excellent marketing tool for your business.

You can use packaging design to convey how you want customers to perceive your product or service, as well as build brand loyalty over time. Package designs are often redesigned every few years in order to keep up with current trends and market demands.

It’s true that packaging design is an important aspect of your business, but it doesn’t have to be expensive or complicated either. There are many ways you can save money on a packaging design by using materials like paperboard, cardboard boxes, plastic bags, and even upcycled craft supplies that will keep costs down without compromising the quality of your product and the packaging.


Think about some of your favorite brands – all successful ones seem to share one thing in common: memorability. One way this occurs is through repetition; these companies want customers coming back week after week or year after year as buying habits establish themselves over time.

Brands like Coke have constantly made minor changes to their packaging and stayed true to keep their original look. Take a look at the infamous Christmas bow packaging campaign!


A branded packaging is an effective and important marketing tool because it not only keeps your products safe but also allows you to connect with consumers on a deeper level. It not only contributes to the protection of the product but is also an essential part of what makes a successfully branded package.

Branded packages are effective marketing tools that can help brands differentiate themselves from their competitors with carefully crafted messages, eye-catching designs, and even interactive features like games or competitions.

Have you tried any branding techniques on your product packaging design?

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Branding is the creative and strategic process of building your presence, letting people know about your business, and telling them why they should buy your product or avail of your services. Digital branding is the process of doing exactly the same thing in cyberspace a.k.a. online. While the process is the same, its execution – or digital branding strategy – is different.

And if you are still asking why you need digital branding, well it’s obvious. If everyone’s going online that’s where your business should go too because that’s where you will find your customers and consumers.

The more important question is how digital branding is different from traditional branding or rather –

What are the essential elements of digital branding?

Your logo represents your brand and symbolizes it. That’s a given and it’s as true online as offline. So it should appear on all your digital marketing and branding collaterals. Need we say you should make it attractive and instantly recognizable? Just think of Apple, Nike, Mc. Donald’s or any of your favourite brands.

Your website serves as your online storefront in absence of – or complementing – your brick and mortar store. This, therefore, is the second most important element of digital branding. It’s the place where all your online consumers go to get more information about you and your brand, view your products or services, and make inquiries. Indeed, your website provides more information than any shop window. Which brick and mortar shop for instance displays information about the founder, directors, and so on?

Any brand advertising company will tell you that your website should be simple, fast loading and easy to navigate without detracting from the aesthetics. Make sure everything works as it should and check for search engine indexing and ranking elements.

Your website is the most important part of the digital branding process. Litmus Branding, one of the top branding companies in India has you covered.

Brand messaging
What you say matters. How you say it matters more. It’s not enough for your patisserie to make the best red velvet cheesecakes in town. You should tell people about it at every opportunity and drive the fact home. Coca Cola lets people know that they represent coolness not just physically but metamorphically too and their brand message says as much – Thanda matlab Coca Cola – Cool means CocaCola – and says it with pride and emphasis making sure users associate relief from the heat with the cool black drink in a transparent glass (or plastic) bottle.

Typically any brand message should convey what the brand is about, what it represents, and why it matters. The Coca Cola message does this and so should yours.

All your digital branding efforts are for nought if your website does not rank up there among the first few SERP (Search Engine Results Page) results because that’s about all the millennial consumers see before clicking on one of them. According to Google’s Webmaster Guidelines, SEO pages stand a better chance of featuring on the SERP if you:

  • Can link your page to another more easily findable page.
  • Limit the number of links on your page – Google recommends a thousand which should be more than sufficient.
  • Keep your consumers in mind while creating the pages.
  • Keep in mind the things that will attract and engage your consumers
  • Stand out from the crowd and provide value.

Google hates broken links so you should constantly check your website for broken links. You should also check for large media files that take time to load and optimize for a seamless user experience.

In short, SEO is not just about keyword ranking. It is about optimizing the entire experience of your consumer from finding your page or website right up to inquiry and sale.

Social media
From Facebook to Discord, Telegram, and Whatsapp, everyone these days is on one or more platforms actively chatting with friends and sharing experiences. It matters when these experiences are about your business and your brand. It also matters if people are not talking about your products or saying negative things about them. If your brand is on these platforms you can listen in and turn negative conversations into positive sales by subtly prodding users to discuss certain aspects of your product or service. Facebook is, of course, the biggest most versatile and intricate platform and for this reason, it should be your first choice.

You can use the social media automation tools like Hootsuite available online to gather insights and data or utilize the services of a digital marketing company in India or elsewhere.

Online advertising
If you entail the services of a brand advertising company they will use every available online advertising channel to make your presence felt online. Some of these channels include:

SERP – when a user searches for your product or service, your advertisement appears alongside his search results putting your product at the top of the page irrespective of keyword ranking while also suggesting that your brand is the best in the industry.

Banners or Display Ads – these appear on websites with whom you have a tie-up for the paid advertisement of your product or service.

Social Media Ads – advertisements that appear on the likes of Facebook, Twitter, or Instagram.

These are the most commonly used and aggressive digital marketing strategies but there are a few more that complement and enhance these strategies such as –

  • Content marketing
    Content marketing helps you engage with your consumers and generate loyalty.
  • Influencer marketing
    Similar to social media marketing, influencer marketing uses social media stars to convey your brand message and engage your consumers.

Brand Story
Unlike conventional marketing channels, your brand story assumes far more significance in your digital branding strategy. This is because you share a much more intimate relationship with your consumer when you engage them online through channels like social media. Your brand story should therefore be much more humane so that it touches the hearts of your consumers.

The visual elements of your brand – such as your logo, website, memes, and other marketing collaterals should be much more attractive and attention-grabbing than those in traditional marketing collaterals.

Competition in cyberspace is much keener and more intense therefore your digital marketing strategy should also be sharper and focused. Litmus Branding is here to help you in your efforts – all you need to do is reach out.

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Embedded in this enquiry is an exciting new kind of a branding technique. A fresh term coined. But before we get to the core of the discussion, let’s first get the ABCs right. In a quintessentially-traditional branding ethos, organisations naturally lean towards building their product expansion and marketing plans before working on their market positioning.

Brand positioning calls for intensive brain storming sessions to kick-start a thought process on what is the core proposition of a brand. Undeniably it’s a strategy that starts from outside and moves inward.  In this exercise the first focus is the market and the next, the brand.

“The tactic has so far paid off for a lot of iconic brands and should work for yours too,” observes Serkan Ferah in Build Adaptive Marketing Strategies with the Psychographic Branding Method in Brandingmag. It fails only when:

  • The company pays no attention to potential consumer behaviour and their psychological frame of mind
  • When a company takes the concept of uniform consistency too seriously and creates barriers to brand access making it appear that the brand is only accessible to the classes and not the masses. That unfortunately limits the scope of the brand.

In both cases, the missing link is a strong consumer focus. This is equal to hara-kiri in the highly demanding, consumerist world that we live in today, where every little gesture must directly favour the customer. Adaptive marketing is the buzzword for this kind of a market scenario. Brands NEED to establish a more “bespoke” relationship with their consumers or they will perish.

Additionally, brands have to remain ground on factual, informative feedback received from numerous data networks. Only then can brands adapt themselves to customer demands and send out the right message at the right time. It goes for both products and services if the idea is to log in high sales volume and in turn demand sustained loyalty and a rising growth chart. How do you achieve all this and more?

The answer is with psychographic branding.

What is psychographic branding?

A more internal procedure, psychometrics is used to predict how consumers with diverse personalities and buying behaviour relate to a brand and its specific product/service. With psychographic branding, one can generate a blend of personalized mini-messages built on universal personality types. This of course, brings the marketing strategy several steps closer to the consumer and connects with him/her on a personal, intimate level.

The marketing blue prints till date have mostly looked into the how, when, who and what to market. Psychographic branding tool asks both the Who? And the Why? questions. However it has to be done with zero breach of privacy, while enabling brands to micro-target clustered segments according to general/segmented personality types. Call it “mass bespoke marketing,” which is a far cry from – ‘one standard for all audience’.

Phew!! ‘Market Segmentation’ has come a long way since 1956 when the phrase was first coined by Wendell R. Smith, an academic and a marketer. He was the first to propose segmentation of consumers by demographics, age, gender etc. for targeted marketing. These days, every branding agency in India worth its salt swears by this technique that implies zero wastage of effort. Mac Kinsey & Company notes that brands that employ behavioural insights surpass competition by 86% in sales progress and 25% in gross limits.

At Think Lemonad  we have been using psychological marketing since ad infinitum with encouraging outcomes.

Recommended: Brand color psychology – The art of choosing brand colors

How to use psychographic branding?

The application is a two-stage modus operandi.


What I mean to you!

Lay your foundations on truth that what is the importance of your brand in the lives of the consumers. First recognize what value you are transferring to your consumer through your product/service? The ideal meaning of a brand from the customer viewpoint is ‘what you got for them!’ The logos, the brand story, even the product and other forms are only a representation of your brand. The ‘worth you add to their life’ is however a different ball game altogether. You, as a company must know “why” the consumer is buying your products or services. This would reflect their psychological orientation to your brand. Explain it to them, how they should “see, hear, feel, touch and experience” your brand. For instance, if you are an outlet that deals in organic food items at a rational price your brand proposition could be “Go Organic … Pay Reasonable”

Stage# 2

For your ears only!

Communicate with them in a ‘language’ they can comprehend, effortlessly. Find out if different consumer sets relate to your brand differently and why? In what manner does your brand influences them? Search for answers from different groups, maybe Facebook, LinkedIn groups. It will help your understand your consumer better and you can accordingly, tailor your message to each consumer set. Trust + connect – those are the two values you need to build your relationship on.

According to psychometric tool DISC, there are –

16 universal personality types, of which four are primary and 12 are a combination of these four. Following is a brief discussion of these four personality variants.


These consumers are not interested in the method. They are only concerned about the results before pronouncing the final verdict. Take the shortest direct approach to find your way into the hearts of these consumers. Pay attention to a few, concrete features of your product/service. That should be your game plan. No long-winding stories. The communication mantra to adopt is – ‘Crisp Content’ ‘Direct Communication’.


They are die-hard dreamers. They get super excited by futuristic visions promised in an affirmative environment. The fear card will not work here. Any negative note could entirely damage your chances with them. Paint a bigger picture for them stating how your product/service will help them grow bid in life. They will buy a premium priced product if you tell them it will take them up the social ladder. The mantra here is – ‘Happy Future’ ‘Go Visual.’


The thoughtful crowd. The steady group will have a systematic and logical action sequence. They are in search of support, consistency and loyalty. To reach out, your communication strategy must be empathetic and friendly. Be gently sensitive. Do not use overpoweringly strong language. Bridge faith through earnest meaningful dialogues. This audience can be a huge part of a brand’s loyal brigade. The mantra – ‘Subtle Words’ ‘Sensitive Vibe’

Recommended: Using simple narratives to build powerful brands


They are hesitant and a doubtful set of people, who get easily attracted to actualities and statistics. They appreciate lengthy, exhaustive studies and stay away from small talk. Feed them with maximum informative material and a breather to look over and examine the same. These people can promptly change their minds. There are lesser odds to which your brand can impact them by intruding into their course of decision-making. They like the safety and security; feed them timely assurances and proofs on the declarations and claims your brand has been making but make sure those are really substantial. Comforting messaging with loads of factual data and realities. The mantra – ‘Indicative Numbers’ ‘Reality Check.’

Added Driver

Once the company knows which personality type, it is catering to; use suitable emotional triggers to stir and shake them. Especially in online advertisements this combination can be a boon for advertising. It could stimulate conversion rates. Here is the road map of top ten emotional drivers, culled from 9 Mind-Bending Ways to Use Psychographics in Your Marketing by Dan Shewan in Word Stream.

Let’s play!

The Dominant type can be driven by trigger of Interest.

For the Influencing it can be Happiness, Delight, Hope and Excitement.

The Steady ones will react to Joy and Affection.

The Calculating can also be won over by Interest but by different means.

As your shift through feedback received from every kind of customer, start building a data bank. It will make personality identification and futuristic goal-setting easier. Listing down of motives will complete this process of psychographic branding.

Lastly, customize your products/services to these psychographic profiles. You will soon discover lesser risks and higher returns from your marketing spend. Don’t engage with a bunch of anonymous listeners. Hello People!

What is psychographic branding?

Let this question linger on in your mind, until you take the stage #1 step.

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Beardo and ByJu’s – two names that have risen to great heights in a short while. How did they do this? They positioned their brand well. That is why they figure top on the list of our brand positioning examples –

What is brand positioning?

Positioning is the process of creating your brand identity in the minds of your audience. It differentiates your product, but it is neither your USP (Unique Selling Point), nor your brand identity. It is what your customers feel when they hear your brand name.

Think of it this way –

  • You want your brand to evoke a certain emotion.
  • You want to create a certain image in the minds of your consumer.
  • You present your brand the way you want your consumers to see it.

That’s positioning – and it’s not as easy as it sounds.

Let’s look at some brand positioning strategy examples –


Epigamia – from Drum Foods International – was just another ice cream brand until they began leveraging their lactose free element in yoghurt having realized that close to 70% Indians are allergic to lactose – a milk protein.

How did they do this?

Knowing that curd is an important part of the daily diet of most Indians, Drum Foods International positioned their flavoured curd as the Hero of Small Hunger – distinguishing their product from other yoghurt brands as whey free, lactose free, flavoured curd – as a healthy evening, ‘anytime’ snack.


The founders Valani and Shah discovered potential in the men’s grooming industry – an industry in which there were already big players like Proctor and Gamble – and decided to leverage their ecommerce site Aajkiitem to grab their share.

How did they do it?

The Beardo tagline – Anybody can grow a beard, but not everybody can be a Beardo–directly targets the millennial’s desire to look sleek and classy. Giving brick and mortar a pass, the founders decided to channel their marketing budget into online channels like social media and ecommerce – which added to the sense that Beardo is for the millennial and strengthened their positioning.

Recommended: 8 Powerful Global Branding Strategies to Emerge as an International Brand


Of all the brand positioning examples, ByJu’s stands out as the most significant because of its organic growth. Raveendran the owner of ByJu’s understood the perspective of both parents and students towards education. He decided to capitalize on his teaching skill.

How did he do it?

Following up on his belief that children learn best when they initiate the process, he positioned the ByJu’s app as a self-learning app that evoked an inclination to learn.The tag line Self Learning is the Best Learning underlines the sentiment behind the app. The rest as they say is history.


Unilever segments its target customer by age, gender, location, and many other demographics. Not so with Axe Deodorant, – which is targeted at all men.

How did they do it?

Axe positioned their product as a need for all men irrespective of age, social standing, work, location, or other demographics. They broke stereotypes – breaking their own tradition of segmentation and bundling all men into a single segment – thus leveraging their brand globally.


The origins of this new and huge brand, is no secret. Baba Ramdev had already gained the trust and followership of his viewers through his televised Yoga sessions and established Patanjali Yogpeeth – a place where Hindu culture, traditions, and norms were propagated along with herbal medicines and Yoga. The birth, growth and success of the FMCG was incidental – emerging from an already – perhaps unconsciously – established brand.

How did they do it?

Capitalizing on the popularity and followership of the Yoga Guru, Balakrishna – the current owner of the company – positioned Patanjali as a brand of trust; and that is what drove the success of Patanjali – challenging well-established industry giants like Dabur and Himalaya.

Recommended: What is psychographic branding? How to use it for your business?

Colgate and Close Up – Same Product different positioning

Ask any brand strategy agency and they’ll give you many examples of brand positioning. Let us look at two similar products – Colgate and Close Up.

Different variants of Colgate are positioned differently – for example, Colgate Sensitive Pro Relief is positioned as a pain reliever. Yet the brand itself is positioned as a trusted family brand at a premium price – and all their marketing collaterals are aligned to this central theme.

The Close Up “Make Your Move” tagline focuses on a healthy and bright smile, and fresh breath even when up close. The entire marketing strategy revolves around youth emanating freshness and liveliness.

Two contrasting strategies for the same product – toothpaste.

Positioning your brand matters. You could liken it to describing a beautiful landscape or a pretty butterfly and trying to evoke the right emotion in the minds of your listener. It has to be just so – the imagery captured in exact words – no redundancy.

Looking for a brand strategy agency? Come to Litmus Branding and let us help you create and position your brand.

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