General / September 5, 2017
In the food and beverage industry, rebranding can be a great way to launch a new product, rejuvenate sales or simply freshen up your brand’s image. So, what’s the catch?
A rebrand, and more specifically, a packaging rebrand, doesn’t automatically equal success for food and beverage products. A lot of careful thought, planning and execution is required to see the full benefits.
Here are some ways packaging strategists can implement a successful rebrand in the food and beverage industry.
In the very early stages of planning a rebrand, you need to think about why you’re rebranding in the first place and how you want your brand to be perceived. In other words, what’s your end goal?
Once you have a clear understanding of the goal and purpose of your rebranding efforts, outline a strategic plan that clearly lays out each step of the process. This will not only help you understand and define your rebranding strategy, but also paint a clear picture of the project’s overall scope.
A rebrand project can get complex – especially in the food and beverage industry where a brand’s product line can range from pasta and rice to frozen vegetables. Breaking down each step into smaller parts will make it easier to tackle each phase from a logistical standpoint.
In addition, it will allow you to create smaller, individual goals that you can use to build toward your larger end goal.
When developing and implementing a rebranding strategy, there are many ways you can benefit by choosing to partner with outside contributors. An efficient packaging partnership can go a long way, but selecting the right collaborators is a process in of itself.
Make sure you take the time to research different partners and evaluate their strengths, weaknesses and capabilities. Get the right people around you who best fit your needs and who are most compatible with the unique subtleties of your business.
Lastly, it’s important to make sure your rebranding intentions are supported by actual data and consumer insights. A rebrand isn’t necessary if you’re only doing it for the sake of changing your packaging’s visual appearance. Your approach must be motivated by real performance trends both internally and in the external marketplace.
It’s also important to ensure that you have measurable goals established that you can refer to at the end of your rebranding project. This way, you’ll have a more concrete way of determining whether the rebrand was a success – and whether it’s worth trying again in the future.
To learn more about rebranding your product packaging, fill out our sidebar form and partner with Eagle Flexible Packaging today.
Sign up for our Newsletter