In today's fast-paced and highly competitive market, branding is more than just a colour palette, logo or a catchy tagline, it is key to a successful business. Whether you’re a small new business looking to make a strong first impression or an established company in need of a rebrand, marketing your brand effectively is crucial.

In this guide, we’ll explore what brand marketing is, why branding is important, what it takes to build a powerful brand and how consistency plays a crucial role in marketing your brand. We’ll also dive into how branded packaging can elevate your brand and set you apart from the competition.

What is brand marketing?

Brand marketing is more than just promoting products or services, it is about showcasing your brand’s identity and making a lasting impact on your audience. A strong brand is built on consistent messaging, visuals, and core values that resonate with customers. When done effectively, brand marketing creates an emotional connection that goes beyond purchases, creating trust and loyalty.

Take Apple, for example. This company doesn’t just sell technology; it sells an experience and a premium lifestyle. Every aspect of Apple’s brand, from its sleek product designs to minimalist advertising, reinforces its core identity. Apple’s customers don’t just buy iPhones or MacBooks; they invest in a brand that represents innovation, exclusivity, and simplicity. Because of this strong brand positioning, Apple has a loyal customer base, who will always buy the latest product.

This kind of brand loyalty isn’t built overnight, it requires consistency, authenticity, and a clear understanding of what makes your brand unique. Whether you're a startup or an established business, focusing on brand marketing helps you stand out in a crowded market and build meaningful relationships with your audience.

Why branding is important ?

Branding is much more than aesthetics, it’s the heart of your business. Having a strong brand marketing strategy can:

Build Trust: Customers are more likely to buy from brands they recognise and can trust.
Increase your customer lifetime value: A strong brand helps create customer loyalty, encouraging repeat business.
Differentiate yourself from competitors: Your brand sets you apart in an over-crowded market.
Grow your business: Consistent branding leads to greater brand awareness and, because more people know who you are, more sales.

Building your brand: where it all begins

The first step before you can market your brand effectively is figuring out what your brand stands for. Is your brand about innovation, creativity or evoking emotion? Here’s how you can create a strong foundation for your brand:

1. Define your brand identity

Your brand identity is what makes you unique and recognisable. It includes your business’s name, logo, colours, typography, and messaging. If you are unsure of your brand's identity, write down the following:

What does my brand stand for?
Who is my target audience?
Who are my competitors?
What emotions do I want to evoke in my customers?

Once these have been written down, this should help you visualise how you want your brand to be seen.

2. Develop a brand voice and message

It is vital to distinguish your brand’s voice and message. Your tone of voice will be your company’s personality and having a consistent tone of voice across all platforms will help your customers connect with your brand, and recognise it too. Do you want to come across as fun and informal or educational and professional?

3. Create a visual identity

Your brand’s visual identity should be instantly recognisable. Invest in a high-quality logo design and a well-thought-out colour palette that suits your brand. If you’re unsure of what colours to use, look into colour psychology or the colour psychology wheel. For example, blue often represents trust, while green represents growth.

4. Establish a strong online presence

In today’s digital world, having an online presence is crucial. Build a user-friendly website that reflects your brand identity, and ensure your branding is consistent across all digital platforms. Social media is also a powerful tool for brand awareness, choose the right platforms where your audience is most active and create engaging, valuable content.

5. Deliver a memorable brand experience

Your brand isn’t just about visuals and messaging, it’s about the experience you provide. Whether it’s through customer service, packaging, or user experience, every interaction should reinforce your brand’s values. Creating an emotional connection with customers will help build loyalty and encourage word-of-mouth marketing.

The power of keeping your branding consistent

Consistency is key when it comes to branding. Make sure the same brand identity is reflected across all platforms, including your website, emails, social media and packaging. If your branding looks different, customers may become confused or lose trust in your brand.

Here are some key tips to help you maintain brand consistency:

Use the same colours and stick to the same typography: Keep your visuals uniform across all platforms.
Maintain a consistent brand voice: Whether on social media, your customer interactions, or your product descriptions, your tone should remain the same.
Leverage content marketing: Content types such as blogs, videos, and social media posts provide value while subtly promoting your brand. You can collaborate with influencers or industry leaders to tap into new audiences and build credibility.
Utilise SEO and paid advertising: Using these will enhance your business's visibility, ensuring your brand appears where potential customers are searching.
Engage with your audience: Engaging with your audience through interactive content, giveaways, and community involvement further solidifies brand recognition and fosters loyalty.

Branded packaging

You now have your brand identity, and you are being consistent with your branding. So what's next? Branded packaging.

Although packaging might be something that isn't at the top of your list, packaging is often the first physical interaction a customer has with your brand.

A well-designed, custom-branded box can leave a lasting impression, creating excitement, enhancing brand recognition and leading to customer loyalty.

Here are some reasons to highlight why custom packaging matters:

Creates a memorable unboxing experience: Due to the rise of the influence of unboxing videos, consumers love a great unboxing experience. High-quality, branded packaging enhances customer satisfaction and encourages social sharing.
Improves brand recognition: When customers receive a package with your logo, brand colours, and unique design, they immediately associate it with your business.
Provides a professional touch: Custom packaging feels professional, and shows that you have gone the extra mile, making your customers respect and trust your company more.
Increases perceived value: A well-packaged product appears more premium, making your business appear more established and can justify higher price points.
Boosts word-of-mouth marketing: Customers are more likely to share aesthetically pleasing, or creative packaging on social media, particularly TikTok, giving your brand organic exposure.

Branded packaging examples

Branded packaging in Australia varies across industries, with many companies using innovative and sustainable designs to enhance their brand presence.

Here are a few examples of brands that do branded packaging well:

Mecca: Mecca, a beauty company, uses sleek, high-quality boxes with signature pink and black branding to create a luxurious unboxing experience.
Messina Gelato: Messina Gelato, a gelato shop, follows an artisanal approach, featuring quirky and vibrant takeaway tubs that reflect its fun, creative personality.
Koala: Koala, an Australian furniture brand, uses eco-friendly, recyclable cardboard packaging with playful illustrations and simple, functional design to align with its sustainability ethos.

These brands effectively use packaging that reinforces their identity, improves customer experience, and leaves a lasting impression.

Boxes 24: Your partner in custom branded packaging

Marketing your brand is not just about online ads or social media campaigns, it's about thinking outside the box and creating a cohesive identity that resonates with customers at every touchpoint.

At Boxes 24, we understand that your packaging is an extension of your brand. Our custom boxes are designed to help businesses, big or small, enhance their brand presence and elevate customer experience.

Why Choose Boxes 24?

Fully customisable: Whether you need a simple logo print or an intricate design, we create packaging that aligns perfectly with your brand.
High-quality materials: Manufactured from corrugated cardboard for durability, convenience and designed to protect your products.
Sustainability and eco-friendly products: We offer sustainable packaging options to help brands reduce their environmental footprint.
Fast and reliable service: We ensure quick turnaround times without compromising on quality.
Australia owned & operated: We’re here to support businesses across the nation with locally made solutions that meet your needs.