A toy company might adopt a mission related to inspiring young minds and innovating new ways to have fun. They can reflect that mission in their retail messaging with creative, interactive product displays. They might entice kids with bright colors and relatable, kid-friendly graphics. Stemming from your mission is your brand culture. Everything from your company story to your marketing cultivates a culture around your products and employees. When your organizational culture matches your brand, your employees will support and engage with it. They’ll live and breathe the messaging you want to convey to customers. Your corporate culture will ultimately strengthen your product’s brand positioning in the marketplace. Over three years, 58% of purpose-oriented workplaces saw 10% growth. Only 42% of companies without a clearly defined purpose achieved a similar increase. Consider how many tech companies are known for their cultures alongside their products. Some employees go on luxurious corporate retreats, and others combine work and play with elaborate onsite office amenities. The cut-above experience these businesses provide employees reflects the superior user experience they infuse into their products. Employees and customers alike benefit from a strong workplace culture because it builds stronger products and branding. You can build your brand into your company culture, too. It all depends on the value proposition you offer your customers through your brand identity. A sports drink company focusing on product performance can show that in their culture by celebrating achievement, excellence and consistency among their staff. A company positioning their new tech product as a category disruptor might encourage its team to take risks and engage in friendly competition. TRY CONCEPT-ORIENTED PRODUCT PACKAGING Packaging does more than protect products from the outside world. It’s a key differentiator on store shelves, helping your product stand out from competing items in your category. It’s a tangible manifestation of your brand and lets you communicate your unique selling proposition right on the label. After improving their product packaging, 30% of businesses report an increase in revenue. Meanwhile, 72% of consumers say packaging design influences their purchasing decisions.
|CPP INSIGHTS – NOVEMBER 2021
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