Cynthia Beesemyer, president and founder of The Brand Initiative, advises:

Think of every single component – from your logo to your choice of packaging components – as a billboard for your brand,

If each component complements the other by communicating the same message, personality and image, your customers will soon recognize your brand – which is the first step to creating credibility and demand.

More of Beesemyer’s tips – plus, branding mistakes to avoid – in Beauty Packaging’s Expert’s View: Conveying a Visual Message More Effectively.