A label is the only part of your product that expresses what your brand stands for and how it can contribute to your betterment. It’s also the first level of contact consumers have with your product. What might seem like a mere piece of paper is your best opportunity to convey your brand’s message quickly and effectively.
Typical merchandise in a market, such as jars and bottles, have a similar product mould. When the shape and size are virtually the same across competitive products, the attached label will help distinguish your brand from competitors.
Multidimensional labels
The moment a customer looks at and picks up your product from the shelf, an opportunity presents itself where you can communicate your brand’s message. That is why a main priority for any brand owner should be to treat labels as an essential commodity, bridging the gap between brand and consumer.
Meeting or exceeding customer expectations is the goal you need to strive towards. If you want to build loyalty with your consumers, there are particularly three aspects of labelling you shouldn’t neglect:
1. Label aesthetics
The look, feel, or even smell of your labels is an entryway to gaining a customer’s attention. Add irresistible ‘eye candy’ effects to your finishes, bold text, colour combinations, and engaging messages to boost your design.
Remember that decorations, colours, and shapes alone won’t do the trick; it’s not the primary thing that makes your product stand out. Labels need to convey a much deeper message. Visuals are an important part of the ‘full package’, but you must add additional layers to gain your intended results.
Read more: 5 things you should know before designing your new labels
2. Label functionalities
At Skanem Africa, we are beginning to see a change in trends in how labels are used. With more digital solutions available, brand owners can use Smart Labels to add several dimensions to a label’s functionality, such as:
- Virtual Reality (VR)
- Augmented Reality (AR)
- Track and Trace
- QR codes
- Dynamic Content
- Interactive features
You can give customers more information about an existing product, introduce new products in creative ways, or reach out directly with loyalty and sustainability programs. This is why a label is more than just paper – you can use it to engage with consumers far beyond the point of purchase.
Additionally, Smart Labels serve as a safety net for your brand and help protect your brand’s market and intellectual property (IP). In case of adverse events, such as counterfeits, it is easier to take legal action.
Read more: Great customer experience begins on the store shelf
3. Communicating your sustainability efforts
Interest in more sustainable and organic products has increased amongst consumers across Africa in nearly all market sectors. Therefore, your labels should clearly reflect your brand’s sustainability efforts.
Provide information about recycling percentage, material usage, organic ingredients, or the amount of reduced carbon footprint. Tell your potential customer which steps you are taking towards more sustainable labelling and packaging – and ensure you deliver on those promises. Showing your brand is serious about making greener choices attracts customers’ attention.
Read more: A guide for choosing cost-efficient and sustainable label materials
If you plan on renewing or creating new labels, remember that they are the main window between your brand and customers. Using Smart Labels to enable digital marketing takes your labels up a notch, and you are better equipped to make your product the natural choice for consumers.
You are welcome to contact us if you want to know more about creating a better connection between your brand and consumers through your labels.
