Friday, September 12, 2008

Packaging Yourself As A Brand

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1306 - September 12, 2008


The feature article is a little different this week. As you all know I'm a big fan of networking. Most recently I've been establishing myself in the social networking arena. I'm always getting asked how do you know so many people? The answer is that I continually work to build my personal brand. That's the reason for my somewhat different post this week that I thought I would share with you.

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Join JoAnn Hines Packaging Diva @ Avery Dennison's Second Annual Behind The Label Conference October 14th

To Register please contact Laura Clark at 440-534-4919 or

Keynote Address: State Of The Packaging Industry: Trends And Insights

Information overload. We see over 3,000 advertising messages a day. It takes about 2.6 seconds to make a purchasing decision at retail. So why would anyone buy your product over the competition?

That's where the unique role of packaging comes into play. Packaging is a complex equation. It IS the sales person. It IS your brand. It IS your company and if you haven't given it the consideration it deserves it will fail or most certainly not live up to its expectations.

So join us and the Packaging Diva as she explores successful product packaging and branding including case histories and examples of what works and what doesn't in the realm of successful product packaging.

During this workshop she will enlighten you as to how to "connect" your product to your consumer though the right packaging with the right message.

If you work in any of the following departments you NEED to attend this special session.
Market Research
Consumer Insights
Category Management
Consumer Planning
Package Design/Development
Packaging Graphics
Packaging Engineers
Brand/Product Management
Creative Services
Industrial/Structural Packaging Engineers
Creative/Art Direction
Global Branding/Design
Packaging Suppliers
New Business Development


Tired of searching the web for packaging information? Me too! That's why I pulled all my packaging resources and packaging expertise together in one place. It took me thousands of hours to compile just the information you need to get started packaging your product. In the case of you packaging pros this is a great refresher course. Simply put The Do It Yourself Packaging Workbook is a packaging guide you can't be without.

So all you entrepreneurs, inventors, small businesses, WHAM's and packaging professionals take a peek at http://doityourselfpackaging.comor you may ask for a copy of the Table Of Contents. If you are still not sure think about what you will save in your time and effort to find out how to package your products all for a nominal price.
It's at least worth a look.


Packaging Yourself As A Brand by JoAnn Hines Packaging Diva

A personal brand is the essence of who you are. The more powerful the brand the more memorable you will become. Think about brands that you can identify with. What impresses you about them and what attributes make you remember them? Brand icons didn't get that way over night and many of them have failed because they couldn't "connect" with their audience. Strong brands will stand the test of time.

After you have thought about strong compelling brands that impressed you start building your own brand statement by distilling down your essential core message: Who are you and how do you want people to identify with you? What values do you represent? When people think about you what image do you want them to visualize? Think about what sets you apart from you associates. This is about building your own image so forget the company or business in your personal brand statement.

Now that you have started thinking about your core message consider ways that you can reinforce your brand. Remember YOU are your brand, not your product or service, so this is essentially about you. Where and how can you demonstrate your brand message? When and how can you reinforce your brand?

Your brand needs to be authentic, from the heart; you can't make a brand statement believable about something you are not. When evaluating your brand message it’s important to understand your audience who are you trying to impress with you message? What do you want them to remember? You are creating your own "personal buzz" with your brand so the more you can hone in on your audience the better you can craft your message. It’s important to recognize that you can’t be all things to all people so you want to capture your target audience with your message.

Everything you do should have your brand image, whether it’s giving a speech, writing a letter or the message heard on your voice mail. The brand is a living thing, the more you utilize it the more powerful it will become. Building a brand is like using a set of building blocks. One piece doesn't make much of a structure but 20 pieces will. Think about how you can build your brand by adding pieces to enforce the totality of the structure "you." Getting outside opinions help your cause. When people think about you what assets to they remember? If it’s different than what you are tying to convey then you need to reshape your message.

Take a moment to study the brand messages of people you admire or hope to model. Using the Internet is a great place to do this. Type in the name of the person in quotation on any search engine and see what turns up. It should give you ideas on ways to craft your own message.

Think about how many places you have your name listed on a piece of paper or on the Internet. That’s where you should be building your identity.

Here a short list of places you should be making your brand shine.

Voice mail
Business cards
Email address & SIG file
Personal web site
Press releases
Social networking sites

Personal branding packaging will help you stand apart from your competition. Whatever the circumstances your brand can only enhance your identification in the marketplace. Keep on refining and honing your brand message as you become more comfortable with whom you are and who you are trying to reach.

Keeping updated on the latest packaging issues and trends is easy. That's what I do keep abreast of packaging trends technology and innovation so you don't have too. Its all in my weekly newsletter Packaging News You Can Use. You may get a complimentary subscription to Packaging News You Can Use at


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