Being small needn't be a disadvantage

Being small means you have the advantage of speed, flexibility and agility, unlike the massive multi-nationals. Small brands and entry-level products also have little to lose - they can afford to be brave and fly in the face of the clumsy monoliths, responding instantly to trends and changing consumer needs way ahead of their competitors.

The dynamics of branding and packaging are much the same for all products, big or small, established or new brands. Whilst an established brand has the benefit of a pedigree, track record and past reputation, a newcomer has to compensate by shouting louder, working harder and generally appearing better, if it is to make any impression at all. And more than a good impression, a newcomer needs to create credibility. Instant heritage is something that can be created - It is possible to make a product look like it's been around for a while, but it is important not to overdo it, balancing the image with real values and benefits of the product. The result must be believable, so don't try and make your local olive oil look like it comes from Greece, but rather make it definitively South African - Costa van der Merwe somehow doesn't cut it.

And for years we have been drinking South African wine from packs that look decidedly European. It is ironic, now that our winemakers have started to introduce branding that better reflects our own heritage, their wines have more of a European taste than ever before, but at least they know what sells.

However, creating impact and gaining share of mind goes deeper than the fabrication of facades. It demands that that the product makes a real difference to the lives of the targeted consumers and that it does its job better than competitive products. If it doesn't, there must be another patently obvious reason for the product to be considered above its competitors. Obviously these issues start with the formulation or design of the product, but it is of equal importance to communicate these through to the packaging, and to kick-off the consumer relationship at point of sale through the way the product looks and how it is merchandised. It needs to tout its wares and demonstrate its distinction from the moment the consumer sets eyes on it.

How to do it is largely dictated by the product sector you're dealing with, but it may well be through the use of alternative packaging materials, the physical shape of the pack, or simply through its design and aesthetics. Whichever sector you're operating in, it is vital to communicate a single-minded message about the product to the consumer, layering and prioritising the information that appears on the pack. Less imitation, and more innovation.

Small operators need to box smarter. And it's all very well to have fabulous eye-catching and inviting packaging, but without a good product that is realistically priced, distribution, availability, merchandising and a co-ordinated marketing effort, the product will not sell. Although a vital ingredient, packaging is just one contact point in the total brand experience.