Sustaining Customers’ Interest in Your Brand: Tips for Entrepreneurs and Business Owners

How do you package and brand your product to attract and sustain customers’ interest? That was the focus of a mentoring program for entrepreneurs and business owners organized by the U.S. Embassy and the International Leadership Program Alumni Association.

In the program, “The Power of Your Brand, Your Packaging, and Your Process,” two successful entrepreneurs, Victoria Ironbar and Aisha Atta, tutored young entrepreneurs and business owners on how to target and attract customers. 

Ms. Ironbar, chief executive officer of Packs and Seals Company reminded her audience that with hundreds of products competing for consumers’ attention, they should develop packaging that makes their product stand out.

Leveraging on her experience, Ms. Ironbar used several pictures of different packaging styles to illustrate her point on the impact that packaging has on product sales.

Ms. Victoria Ironbar, CEO, Packs and Seals Company

She explained the importance of consumer research in determining what kind of packaging would attract certain demographics. For example, if the product is for children, it is important to find out what colors and images attract children the most. Ms. Ironbar led a practical exercise to demonstrate how consumers reacted to a color change in the packaging of a product marketed by her company.

In her presentation, Aisha Atta of Swan Elite gave three important tips to her audience:

• Your brand is only worth what the consumer is willing to pay for it.
• Some of the world’s biggest brands are based on simple and well executed ideas.
• A brand comes to fruition through a clear manifesto, declaration of intent supported by consistent delivery of its core values.

In conclusion, both entrepreneurs emphasized that although branding and packaging are important, they must be in tune with the quality of the product. Essentially no amount of branding and packaging can make up for a poor quality product.

The International Leadership Program (IVLP) is the U.S. Department of State’s premier professional exchange program. It seeks to build mutual understanding between the United States and other nations through short-term visits and foster personal insights into American culture and society. Drawing from their diverse U.S. experience, alumni of the IVLP give back to society through different programs and projects.