What Does It Take To Stand Out from the Competition?

Glyn Eppy of The Design Spot says it all depends on the brand.

Written By: Glyn Eppy, co-founder and VP at The Design Spot

Author Bio: Glyn Eppy is a principal at The Design Spot, an award winning boutique design and branding studio, started in 1996, that specializes in packaging for the skin care and personal care industries. www.thedesignspot.com

The dictionary definition for different reads: Dif•fer•ent: Not ordinary; but unusual. Not identical; but separate and distinct. So, first things, first… It all begins with the brand.

A brand can be sexy, sophisticated, clean, colorful, or austere. It must represent the people who will eventually connect with it, seeing themselves mirrored in the packaging. It is an idea or a feeling that transcends platforms (print, digital, social or otherwise) and creates a unified image for whatever products carry the brand name. A well-crafted brand will have an engaging tale to tell—told visually through its packaging, and the best packaging is a pure expression of its brand’s personality. The branding must be visually unique. In a sea of products dressed in similar hues, a new line must distinguish itself with color, texture, shape and imagery or a combination of all.

Packaging that best represents this individuality will stand out from the crowd, much like strong personalities stand out at a party—they will be noticed. And a brand that understands its target market will be able to effectively communicate that its products can effectively meet its market’s needs.

Considering the ever-expanding multitudes of brands out there, it can be challenging to effectively communicate how one specific product differs from the others. It must “speak” to you and intrigue the consumer enough to want to pick it up and, ultimately, it must lead to purchase and loyalty.

A brand must remain strong across all marketing materials, ads, brand extensions, and digital media. Authenticity and consumer trust are built through consistent brand representation, much like we tend to trust people who are genuine in their words and actions. When trying to stand out in a crowd, it is the people who are genuinely funny, smart, interesting or engaging that we most want to be around. A brand should aspire to be that personality in its market, perfectly conveying its message through packaging.