Packaging Is Branding

We all judge a book by its cover, and that’s where strong branding comes into play. Great packaging is one of the ultimate expressions of branding. Over the holidays I was reminded of this with this Kendra Scott presentation. Here, the multilayered packaging sets an expectation of the product I’m going to find inside. Frankly, I don’t know what’s going to be in this exquisite box, but I’ve already decided I’m going to love it. I’ve also decided that I would pay more for it than for an alternative with a less special presentation. In the age of online shopping, it may be tempting to overlook the nuances of packaging. But cutting that corner would be a mistake. Companies need to work even harder so the recipient feels something intangible and special about the brand. If you had just a couple of words to describe this “book” based on its cover, what would they be?