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 speaks to us on a personal level.
In cannabis cookery, only a select few have been able to achieve this level of branding mastery. The team at Seattle-based edibles maker The Goodship Company has been branding to the beat of its own drum since its founding in 2014. The self-described “bakers, makers, artists, and believers in good” have set the tone for product quality and branding excellence in the Pacific Northwest. The transition from celebrated cupcakes to cannabis cookies has been remarkably polished for the company, staying true to their core values of using locally-sourced, high quality ingredients and delivering a consistently enjoyable experience. CEO Jody Hall took some time out to elaborate more about their branding process for us.
I think that the cannabis industry is in a complex transition. It’s moving away from a narrow customer base of heavy marijuana users and medical-only users to a much broader market of curious newcomers or infrequent imbibers. I think it’s easy for a cannabis brand to underestimate the wide range of potential customers it has.
Jody Hall, CEO of The Goodship Company
Read Bradley Turner’s “Brand Focus: Focusing on a Broad Market, Ft. Goodship”: http://www.ganjapreneur.com/brand-focus-strengthening-a-brand-with-consistency-ft-goodship/