Published: 10th Jan 2025
As with all new years, 2025 brings with it a need for a fresh approach towards building your brand. So instead of making resolutions on a whim, it’s useful to take a deeper look at your specific industry, examine the forecasted trends and figure out a bottom line that will put your business well and truly on the map.
From consumer buying patterns to what keeps them coming back for more, navigating the food and drinks retail arena is complex and ever changing. And, with around 15,000 new products launched in the UK each year (and a 90% failure rate), saying the competition is stiff is an understatement.
So how do you differentiate yourself from the rest? Well as packaging experts, we believe it’s all about understanding, capturing and conveying the essence of your brand. Allow us to explain what 30 plus years of WBC has taught us...
10 Things that define a brand
If you suppose it’s entirely about a logo, you’d be wrong. Why? Because people don’t buy into imagery as much as you think.
To illustrate the point, let’s discuss Lyles golden syrup – an icon of the British food industry. They’ve had their original logo for 140 years. In fact, it holds a Guinnes World Record for longevity. Any idea what it is? Yes, a lion. But did you know that it’s a dead lion surrounded by bees? If the public at large had known that without understanding the back story, would it have influenced their sales, we wonder? We’ll leave you to decide.
Either way, after a very good run, the image has been changed to a more stylised (and robust) member of the big five. The question is, did that major shift detract from their loyal following? We think not. Which means that the Nike tick and McDonalds M, although globally recognised and iconic, aren’t what define a brand. Here’s what does:
1. Your narrative
People are inspired by innovation, invention and by those who dare to endeavour. It’s what fuels the rest of us to do better, think out of the box and reach for the stars. Share your story – it’s the best way to get your audience to buy into the dream.
2. Your company culture
Whether your company oozes optimism, integrity, social consciousness, transparency or inclusiveness, there is no doubt that positive vibes attract a wider following. Why? Because they create a lifestyle that people want to resonate with. Which makes your internal ethos a key factor in the overall image of your brand.
3. Your values
Good ethics should be a non-negotiable that characterises every action (and reaction) your business makes. Whether you insist on sustainability or simply aspire to kindness, the public are watching – so get your principles right and don’t deviate.
4. Your unique selling point (USP)
If every brand offered exactly the same product, no one would care about what they bought or from whom. Therefore, if you’re serious about success, you need to offer something that sets you apart from the crowd. Make it a good one and you’re off to an excellent start. Because, with a driving need for novelty, audiences are perpetually after the next best thing.
5. How you communicate
You can possess outstanding offerings, a riveting brand narrative, untarnished values and a vibrant ethos but if you can’t communicate, you actually have nothing. Which puts the importance of messaging in full perspective.
6. Your promise
Make sure your brand delivers on its claims. Whatever you say on the tin represents an unspoken contract between you and your customers which, if broken, reduces you to dirt. Bottom line? A business that sticks to its word is one that garners respect. And if you respect something, you’ll endorse it.
7. Your reputation
Linked almost inseparably to your promise, brands are defined by what the public says about them. And, with social media taking over the marketing realm, exposure (whether negative or positive) is inevitable. Companies that keep this in the forefront of their operations are the ones that get the most user-generated content (UGC) – which, in essence, is your ticket to free advertising.
8. Your vision
Although this may not be on the public radar, your aspirations and long-term goals are the things that will sustain your business. Foresight, awareness, innovation and progression are part of a brand’s ongoing success, therefore defining its future. That’s important if you don’t want to lag behind.
9. The experiences you create
Good marketing is all about producing experiences. In fact, we’d go as far as to say that it’s the key to generating a significant buzz. Take the ‘unboxing’ trend, for example. It’s a social media sensation that’s off the chart. Why? Because it creates a sense of anticipation and discovery that allows viewers to feel included, excited and begging for more.
10. Emotional connection
Brands that embrace all the above forge emotional connections with their clients, inspiring loyalty and alignment. Our conclusion? If you can make that happen, you’ve won.
How personalisation fits into your branding puzzle
With a food and drinks industry that’s bursting at the seams and a predicted 25% drop in brand loyalty on the horizon, you’ll need to think creatively to keep customers coming back in 2025. Let’s face it, it’s time to get personal!
The key to championing your products is all about creating a sense of resonance. If people get you, value you and trust you, they’ll stick with you long-term. And that’s where your messaging comes into the equation.
Of course, any good marketing strategy is a multi-faceted undertaking, and blogs, events, socials, commercials, mailers and newsletters are all elements that count. But aligning those with your merchandise is the next step up.
Why personalisation is the biggest marketing trend of 2025
Research shows that 56% of this year’s shoppers are more likely to buy from brands that offer a personalised experience. You must admit, that’s pretty significant! But what does it actually mean?
In short, it’s all about making your audience (through the use of relevant messaging) feel like your products, and what they stand for, were made specifically for them. And, whether you choose to be cheeky, political, radical, humorous, compassionate, insightful or just plain brilliant, it needs to hit a nerve.
5 Tips on getting your directive right
Take a look at your analytics. From their purchase history to how they browse and interact with your brand, AI now plays a major role in helping you read your consumers better, allowing you to create content, offers and events tailored to their needs.
Deliver value, whether it’s in the form of a unique unboxing experience, a loyalty programme or a great promotion.
Keep your messaging clear and integrate it into every element of your marketing strategy – because consistency is key.
Remain genuine, transparent and respectful.
Be immersive. People love to interact, so find ways to help them do that.
5 Packaging and gifting products that will get your message across
We’re all about helping you build your food and drinks brands and, when it comes to the best in personalised packaging, we know exactly how to box that up. With a team of design professionals adept at turning white label products into customised containment, we consider ourselves a partner of choice. Here are five fabulous options to suit every budget:
1. Fabric bags
Cited as one of the most effective marketing tools available, not only do totes serve as a practical shopping aid, but they’re also long-lasting, highly visible and easy to print on. Cost effective and sustainable, there’s a lot going for them.
2. Hampers
If you’re looking to create an unboxing experience that’s diverse, sophisticated and exciting, packaging your products in a branded hamper is the way to go. Take a look at our social media pages for inspiration or connect with our sales team and we’ll give you some tips.
3. Wooden bottle boxes
Wooden bottle boxes are an exceptional way for wine and speciality drinks merchants to impress their patrons and have also become a popular choice amongst corporate gifting companies. From units that take a single bottle to silk-lined editions for a full collection, we have an option for every occasion.
4. Protective packaging
Yes, it’s not the prettiest proposition, but make no mistake, trademarked transit packaging certainly makes an impression, especially if you provide an ecommerce service that distributes them far and wide.
5. Gift wrap
From pretty bags to ribbons, tags, stickers and tissue paper, every layer of an unboxing experience counts. And we can make it even better by putting your name on it.
How to get your personalised packaging sorted at WBC
With a range that’s constantly evolving, we’ve remained at the forefront of the food and drinks packaging game for over thirty years and have made sure that every personalisation process is a seamless affair.
Simply select your must-haves, consider your design (and the message you want to convey), contact our sales team and we’ll do the rest. And the good news? Once the artwork is approved, you’ll have your branded merchandise delivered to your door within just ten working days.
You can also set up an appointment to visit our showroom for a more immersive experience.