Love this post by Seth Godin about how simple things like labels and packaging can help further your brand story and customer promise. This is what I mean by finding a unique way to tell your story in every customer touchpoint you have. Some people may just slap a functional label on their product or put it in a boring box. But get creative and find a way to carry your brand promise through to the way the item looks when people see it on the shelves or get it in the mail.
While some packaging ideas do indeed cost way more than others, cash-strapped businesses can still get creative and find a way to present their products in a delightful way that actually furthers their message to customers. Use color, intriguing words, or other ideas to stand out. It’s not about money, it’s about creativity. But it’s also about clearly knowing what your story is so that you can convey it effectively.