In the midst of the burgeoning cannabis industry and as Canada approached legalization last year, we had the opportunity to collaborate on building a brand for a craft cannabis company based in Edmonton, Alberta.
It’s a common term used in brand and marketing circles and on the surface most in-tune businesses understand that differentiation is needed to stand out from the competition. But today, differentiation is a bit more distinct than perhaps in years past.
Once again we’ve curated a list of awesome brand-related conferences happening around the world in 2019.
In our ever-changing industry, we find the professional development and networking opportunities found at many of these events to be invaluable tools for building a successful business and brand — we hope you will too. Enjoy!
Wow. Where has 2018 gone?! It’s hard to believe that a year has nearly passed since I officially launched this company. It’s been one whirlwind of a year, but I couldn’t be more thankful for the incredible ride it’s been. In keeping with a common new year’s even tradition, I’m reflecting on the year that’s passed and the many things the company has to look forward to in 2019.
Building a brand is an extensive process that doesn’t happen over night, and should involve a thorough, self-reflective deep-dive with an objective third-party. To get you started, we’ve curated a list of eight key questions to ask yourself (or have someone ask you) to kick-off your brand building process.
Have you ever looked at a company and thought to yourself, "they seem cohesive, put together, well-branded, and professional"? That’s probably because they employ a clear brand strategy — a tactic used in all sorts of different industries to differentiate businesses and build a loyal customer base.
Back in the spring we were fortunate to begin a Brand Build and Visual Identity refresh with a wonderful client in Calgary, AB. Lindsay, the founder and owner of Therapeutic Massage Kneads came to us looking to create something fresh for her successful 13-year-old brand.
Customers, like companies, aren’t static. Every so often they undergo huge changes. Gone are the days of erratic buying and mindless spending. Customers have evolved; they think carefully not only about their purchases, but who they’re purchasing from.
We now live in a digital age where we are able to get minute-to-minute updates on everything from current events, to crises and disasters, to celebrity mishaps and public blunders. This is one very important reason for needed a strong, cohesive, and consistent brand.
When most people think of a company’s “brand” their minds immediately shift to the visual identity of a company — logos, colours, fonts — all the visual elements one might associate with a company. Branding is actually so much more than a well-crafted logo, color scheme, or typeface.
Where brands and culture meet depends on who's presenting the topic, but unquestioningly I think we can all agree that consumers are demanding more from brands; consumers expect brands to take a stand. In 2017, the common theme at The Gathering, and among brand strategists in general, focused on brands with purpose, and yet the idea of brands and culture seems to take last year’s idea of a purpose-driven brand even deeper.