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Brand Focus: Focusing on a Broad Market, Ft. Goodship

Submitted by Marijuana News on Sun, 10/25/2015 - 23:08

Equally as important as the emotional connection (discussed in the first installment of this series) and the clarity of purpose (as discussed in the second installment), are the methods of expression used in developing a brand’s identity.

I like to think of the emotional appeal of a brand as the why, the clarity of purpose as the what, and the expression of brand identity as the how. The how is comprised of scores of subtle decisions: product nuances, tone used in copy writing, color palette decisions, visual symbolism, channels of communication, etc.

All of these factors collectively create an immediate impression for potential customers. Within seconds, consumers make a subconscious decision as to whether or not a given brand is relevant to their self-identity. When a brand knows it’s why and it’s what, the how translates clearly. When the former are not immediately apparent, inconsistency in both visual and verbal communication is the result. But when a brand gets it right, it...

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