Tell a Story.
Let's face it, people don’t buy your product. They buy into your brand. They connect to your story—your vibe—and identify with the qualities you project. When you deliver on your promises and these things align, they fall in love.
Think about it—why did you buy those two hundred dollar sneakers when a ninety dollar pair has equally good arch support, similar fit or whatever else you think you need in a shoe? You connected to the story they told about the people who wear them. You want to be an athlete and athletes wear these shoes. It’s an aspirational brand, and you want to be a part of it. And then there is the packaging—the sleek, recycled box they come in, with a strategically placed bold logo, and beneath, the slogan that caught your attention in the first place—the one that had your mind whispering, “This is who I want to be.”
It’s an experience, a carefully crafted and strategic journey that marketers take consumers on and believe you me, the label industry is a treasure trove when it comes to influencing consumer purchases.
Labels tell a story. And when a consumer identifies with a label—when the label fits the story they tell themselves of who they are and who they want to be—the product tastes better, feels smoother, smells stronger. You get the picture, right? The good news is that there is an unlimited number of stories you can tell to reach your target market, and you can create a full-blown story on one label.
Let’s break it down.
Craft beer is a prime example of what we're talking about here. As an industry, it's booming, with around 40% of the 21+ population being a craft beer drinker (source: Nielsen – Harris on Demand). On a volume basis, that percentage is going up four percent a year, while the total beer market is declining one percent (yes, craft beer is soaking up market share left, right and centre). No offence to Bud Light drinkers (okay, maybe just a little), but when was the last time you had a Bud Light? In 2018, the casual craft beer drinker, drinking craft beer several times a year, was 31.5% female and 68.5% male (source: Nielsen – Harris on Demand).
These stats are from our friends south of the 49th. But enough of stats (We could go on, but we actually want you to keep reading).
If you strolled into any number of the local craft breweries we enjoy here on the West Coast, you'd see who is drinking craft beer and see that people of multiple ages, occupations and backgrounds are all well represented.
A one size fits all marketing tactic just won’t cut it. One look won’t cut it. People are unique and respond to different colours, textures, typography, and more. We know this. And we also know that when people like the label—when it resonates with them—they enjoy the product more. They buy the product more.
To create that golden moment—the “this is who I want to be” aha! moment—you’re going to have to have to inspire emotion. Whether it’s a nostalgic vinyl record-inspired design or a hometown, grassroots “this is where I came from” feel, an attention-grabbing saying on a blank canvas or a vibrant label that feels like summer, you need to remind your customer of a quality they have or wish they had, or a memory that stirs something in them. Once you do, your product will actually taste better to them (here's some research to prove it).
Don’t settle for a one label suits all business approach. Don’t be boring. People have yawned themselves to sleep looking at boring labels from brands who had nothing specific to say.
What do you have to say? And more importantly, what does your customer want to hear?