In part one of this blog series, we explored how the co-packing landscape has evolved far beyond its traditional role. Once considered simple service providers, today’s co-packers must offer integrated solutions that include packaging design, innovation, and supply chain agility to meet the growing demands of OEMs.
With global supply chain disruptions, regulatory pressures, and shifting consumer expectations, co-packers are being called on to provide more than just cost-effective solutions.
Sustainability, e-commerce readiness, and smart packaging technologies are becoming key differentiators, and clients are seeking strategic partners to help them navigate these challenges.
But competition is fierce and having the right capabilities alone isn’t enough.
McKinsey’s report on the future of packing highlights that many co-packers are still reactive—waiting for clients to come to them with new requests rather than proactively demonstrating value.
At the same time, B2B buyers are researching new solutions online, making a strong digital presence and brand identity imperative to business growth.
With this in mind, here's why co-packers should focus on their digital brand to make themselves visible and meaningful to customers who are searching for a new kind of support and inspiration.
Historically, co-packing has been price-driven, with brand owners shopping around for the lowest quote. Now, priorities are shifting. Brands are increasingly looking for agility and strategic support from their partners as they experiment with new ideas. And your brand can bring that sense to customers as they meet you in the market place.
The way you look. The way you speak. The stories you tell about the difference you make in the world. The messages you share on socials. The content you curate and create across platforms.
All of these can help convince prospects and customers that you are the champion that they need. That you add consistent value to their experience in everything from sector leadership to customer service.
Your brand narrative and the way you share your key messages across media is how you win the attention and emotional engagement of your audience.
It is the added value that takes your relationship with clients beyond the transactional.
As the advertising exec Rory Sutherland explains:
“People don’t buy product features; they buy the story you tell and the meaning it adds.”
1. Differentiation
To stand out, you need a clear brand identity and a distinct purpose in the market.
As branding expert Mark Ritson puts it:
“If you’re not meaningfully distinct, you’re essentially invisible.”
Others in the market may share your company's capabilities and skillset, but your brand is what gives those capabilities a unique character and emotional resonance for customers.
The content and case studies you create can help frame how you approach problems, communicate solutions, and ultimately deliver value for the people you work with and for.
From your company’s mission and core values to your visual identity and tone of voice, every facet of your brand shapes the customer experience and sets you apart from competitors.
Looking and sounding like everyone else simply won't cut it.
Distinctive branding ensures that when potential customers scan a crowded field, they immediately understand why they should choose you.
The co-packing industry faces a serious skills shortage, especially for machine operators and quality assurance roles. A 2023 CPA (Contract Packaging Association) survey found that nearly 70% of co-packers cite labour shortages as a key barrier to growth.
Your employer brand - how you present your mission, culture, and career opportunities - plays a huge role in attracting and retaining talent. A business known for innovation, sustainability, and quality is more likely to appeal to skilled professionals.
As Ritson puts it:
“Employees are customers of your brand, too—treat them as such and your recruitment challenges will shrink.”
In an increasingly volatile marketplace, brands frequently review their co-packing partnerships. in fact, CPA data shows that 30% of brand owners evaluate new co-packing partners every year.
To reduce churn, you need a brand that fosters trust and connection. You can help achieve this by adding value throughout the sales and customer lifecycle.
If your brand promise is “We make packaging effortless,” it should be evident in every customer interaction—from service and project management to responsiveness and reliability.
You can create a truly customer-centric experience by anticipating needs, providing clear and seamless communication throughout the sales cycle, and ensuring proactive support. Automated digital tools, such as self-service portals, order tracking, and instant quoting systems, can further reinforce your brand values, making every touchpoint smooth and hassle-free.
The way your company solves and anticipates problems or goes the extra mile to add value - can add to the emotional connection busy professionals have with your brand.
And it makes them much less likely to switch to competitors.
Without a unifying 'brand vision', sales, marketing, and operations teams can drift apart. Strong branding keeps everyone aligned, ensuring that what you promise in sales pitches is backed up on the production floor.
As Mark Ritson explains:
“Your brand starts with what your employees believe, not just what you tell the market.”
When co-packers rally around a shared mission—such as “redefining sustainable packaging”—they present a cohesive, compelling identity that reassures both existing and prospective clients.
By building a visible brand and sharing your expertise generously - through blogs, social channels, or participation in industry groups - you show both current and prospective clients that you’re more than just interchangeable supplier.
You become a go-to resource for insights and guidance, one that OEMs trust will handle today’s challenges and anticipate tomorrow’s needs.
When you publish thoughtful content, host expert webinars, and engage actively in your sector’s conversations via a strong social presence, you differentiate yourself as a strategic ally rather than a mere service provider. This approach helps you win mindshare early in a buyer’s journey, long before they’re comparing prices and capabilities.
But co-packers are at a crossroads. The industry is growing, but so is the competition. The old ways of securing business - relying on existing relationships and waiting for customers to dictate innovation - are no longer enough.
In this new reality, branding is no longer optional. A strong, distinct, and strategic brand will:
The co-packers who embrace digital engagement, thought leadership, and a brand-first mindset will be the ones who thrive in this evolving landscape.
So the question is: will you be seen as an industry leader, or will you be lost in the crowd?