When we think of any iconic brand with instant name recognition, there are certain images that immediately come to mind: An apple with a bite taken out of it, a big golden ‘M’, the silhouette of a mouse’s head (If you got all these right - well done!)
So, what is it that Apple, McDonalds and Disney all have in common? Brand consistency. They have used the same logos and color palettes for decades. But why does cohesive branding matter so much?
To inspire loyalty amongst your customers, they need to feel as though they know who you are and what motivates you. Familiarity is the necessary precursor to customers building trust in your brand. This makes brand consistency vital to establishing an engaged audience for both your online and offline channels.
For Jone Larragain, the founder of stationery brand Casa Xaviera, cohesive branding has been central to the success of her business. She tells us all about her mission to bring beauty and organization to the world:
(In Jone's own words):
“I am a woman on a mission: I firmly believe that most of the stress we undergo during our daily lives is because we are not always as organized as we could be. So, our mission at Casa Xaviera is to create beautiful, functional paper products that help us to get organized.”
“The ultimate goal is to encourage and motivate the user to pause for a minute, think about the tasks ahead (that day, week or month) and set small achievable goals…then get out there and achieve them! You’d be surprised at how satisfying this is.”
“I’m originally from Mexico City, but have been living in Europe my entire adult life. So I’m naturally drawn to warm colors, florals and intricate textures, and also to neutral and functional Nordic design. I guess my style lives halfway between the two! With this whole organizational whirlwind I’m in, I’ve managed to make some quiet time for myself at the end of most days where I’ve been doodling and practicing lettering. Maybe some of that will start to pop up soon - we’ll see!”
When we think about branding from an eCommerce perspective, we usually think of a brand’s online store, its social media feeds, and logo placement. However, there are ways to bring cohesive branding into the physical world, even if you are an online-only brand.
Packaging is a tangible brand asset that every customer receives upon the delivery of their order. This period of anticipation and excitement is the perfect time for a bit of post-purchase marketing!
A custom packaging design is the perfect way to create a more tactile brand encounter for your customers. It shows that you take pride in your operation, and gives consumers a much more premium brand experience that they will struggle to find elsewhere.
This doesn’t have to mean splashing out on expensive custom boxes. As Jone shows, branded tissue paper is the perfect touch to show the extra thought and consideration that your brand puts into its unboxing experience:
“I’ve had the opportunity to work in branding and marketing for many years, so this is now second nature to me. I decide on colors, type, and style, then work my brand identity around the feelings that these elements evoke for me. There’s a clear message of functionality, strength and femininity that I try to infuse throughout our brand experience, be it social media posts, packaging or the products themselves.”
“We try to be as eco-friendly as we can, but you’d think this would be a much easier thing to do! So far we’ve managed to steer clear of using plastics for our packaging but it’s been a struggle to find local suppliers, so we’ve ended up having to get our resources elsewhere. Nevertheless, this is something that we strive towards and we’ll continue to try our very best to put out responsible products into the world. I’m convinced that more and more people will develop this awareness, and that consuming sustainable products will become the norm.”
“I’d spotted noissue a while back when falling down the IG rabbit hole one night, and suddenly I saw someone I follow showcasing their custom tissue paper and I was blown away! It was just what we needed, but it took some time to work the expense into our budget. The day we finally hit the print button on the noissue site was a very happy day for me! Having staff that are super nice and super helpful throughout the whole experience just made it that much better - shoutout to Bert and Ralph, and Korina! Thanks for your patience and support.”