By Ben Dodson

There’s no shortage of innovation in the Graphic Arts industry – smart materials, cutting edge technology, precision engineering. But one thing many companies still struggle with? Telling the story behind what they do and why they do it. 

Whether you’re a brand, print service provider, converter or an OEM deep in the supply chain, your audience – buyers, partners, or end consumers – want more than just performance. They want to understand the why.

And that’s where most messaging falls short.

Packaging Isn’t Just Functional. It’s Strategic 

On the surface, packaging solves a problem: protect the product, show off the brand, comply with the brief. However, smart businesses are using packaging to do more than that. It’s used to communicate values, shape perception, and build emotional connection.

That storytelling layer is often missing, especially in B2B.

A recyclable label is great but if no one knows why it matters or how it fits into a broader sustainability journey, then its impact stays limited. That’s where communication comes in.

OEMs and Suppliers: Don’t Stay in the Shadows 

We have worked with plenty of Graphic Arts OEMs, material suppliers, and packaging manufacturers who do incredible work behind the scenes but rarely talk about it.

That’s a lost opportunity.

The brands you serve are increasingly under pressure to meet environmental goals, shorten lead times, or reduce waste. If your product helps them do that, why wouldn’t you tell that story?

In a competitive supply chain, being the quietest can cost you. You don’t need flashy marketing – you need clear, consistent messaging that garners attention and positions you as a trusted, innovative partner.

Storytelling Doesn’t Mean Overselling 

There’s often hesitation in B2B comms about “hyping things up” but storytelling doesn’t mean spin. It means helping your audience make sense of your brand, your vision and mission, your product or process. It explains why you are a partner they can rely on, be inspired by, and why your solutions exist. They explain how your products solve a problem they have or open-up an opportunity they need.

For example:

• A new press might reduce energy use by 20%. That’s not just a feature, it’s a potential article headline
• A paper supplier shifting from virgin pulp to recycled fibre isn’t just hitting targets, it’s telling a sustainability story
• A print company investing in cloud-based automation could be leading the way on efficiency and uptime

When that information is framed with clarity and relevance, it moves from internal achievement to external differentiator.

Trends Are Just Noise Without Context 

Sustainability. Automation. Digital transformation. The print and packaging industries are full of buzzwords. But if your messaging simply repeats the same themes without adding your brand voice, you risk blending into the background.

Strong PR and marketing strategies help you:

• Put your expertise into the context of wider industry change
• Offer credible, proof-backed viewpoints
• Build a reputation not just for quality, but for leadership
• Demonstrate market adoption and stimulate sales

That’s true whether you’re developing substrates, designing folding cartons, or engineering high-speed printing presses.

If You Don’t Shape the Narrative, Someone Else Will 

Buyers are researching earlier. Partners are looking for aligned values. Investors are watching for innovation and financial opportunity. The media are always looking for the next signal of where the industry is heading.

So, the question is: What do they find when they search your brand name? 

If the answer is “not much” or a mix of product specs, outdated news, and boilerplate messaging, then it might be time to rethink your strategy, how you show up, and how to tell your story. 

Bespoke is a PR and marketing agency, specialising in communications within the Print & Packaging industries. Whether you need support with building a winning PR strategy, improving your brand awareness and reputation or powerful social media content creation, we can help. Contact us today to see how we could elevate your PR and digital marketing strategy.