It’s easy to forget that every place your brand comes in contact with the world is an opportunity to express your brand.
I was reminded of this recently when I ordered a chair from Steelcase (amazing ergonomic office chairs – online at www.steelcase.com). I am a fan of their company not only because I am delighted with the chair, but because the shipping box it came in was printed with a request to reuse the box. And not only was this a request, it was a cleverly-worded, personality-laden bit of marketing that I just HAD to photograph before tearing the box down to fit in my recycling bin.
What better use of the side of their shipping box than to express that not only are they conscious of the need to conserve resources, they are creative and fun people too? And they expressed this not in an expensive brochure, a web animation, or a tradeshow booth — but in words printed on their corrugated shipping box!

The moral of the story:

Wherever people encounter your product or service is an opportunity to express your brand. From words on a shipping box to a cleverly-worded opt-out statement, look for ways to inject some personality where your customers will find it a pleasant surprise.

Take Every Branding Opportunity
It’s easy to forget that every place your brand comes in contact with the world is an opportunity to express your brand.
I was reminded of this recently when I ordered a chair from Steelcase (amazing ergonomic office chairs!). I am a fan of their company not only because I am delighted with the chair, but because the shipping box it came in was printed with a request to reuse the box. And not only was this a request, it was a cleverly-worded, personality-laden bit of marketing that I just HAD to photograph before tearing the box down to fit in my recycling bin.
What better use of the side of their shipping box than to express that not only are they conscious of the need to conserve resources, they are creative and fun people too? And they expressed this not in an expensive brochure, a web animation, or a tradeshow booth — but in words printed on their corrugated shipping box!The moral of the story: Wherever people encounter your product or service is an opportunity to express your brand. From words on a shipping box to a cleverly-worded opt-out statement, look for ways to inject some personality where your customers will find it a pleasant surprise.

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