New products and packaging are common for innovative companies in the fresh produce space to have, but has the look of your website and your online assets kept up with your company’s product evolution? As the “face” of your overall brand, it’s essential that your website provides a consistent experience, look and feel compared to your new products and packaging that people can find on grocery shelves.

On average, it takes 5-7 brand impressions before a consumer will remember your brand. When your company decides to undergo a change, such as creating new packaging for one or more of your products, many of your company’s assets may need to change too to reflect this. Going into a brand refresh or packaging redesign without fully thinking through the next steps after launch can cause confusion, inconsistency and an overall lack of insincerity with consumers and your own employees.

We love how branding expert Jonah Sachs puts it: “Your brand is a story unfolding across all customer touch points.” You’ve heard it before and I will tell you again. Image is everything.

If it has been 5 or more years since you have last updated your website, chances are you’ve introduced new products or some aspect of your brand has evolved, grown or matured. Although a big undertaking, your website is a living, breathing, ever-changing part of your company that should ALWAYS be undergoing changes, updates and revamps, just like your packaging and products! Take these stats as proof: 75% of users admit that they make judgements about a company’s credibility based on their website’s design, and 94% of a website user’s first impressions are design-related.

If you aren’t convinced yet, consider this: Color increases brand recognition by up to 80%.

This is important because it underlines the importance of creating a consistent brand color palette used in all of branded aspects, from your packaging to your website. Marketing collateral, business cards, sell sheets and tradeshow booths should all be on your list for a brand refresh once you start changing the look and feel of parts of your packaging. You want your buyers and the folks looking at your products in the grocery store to immediately recognize your brand and receive a consistent experience from the moment they see your packaging to the moment they visit your website or Facebook page.

 Not sure if your website and the rest of your branding are fully aligned and consistent? A website assessment can help you identify areas of improvement:

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