Hitting the mark

By Wendy Rall   Volume 1  Article 4

When it comes to creating your brand image, you want to think not only about your product or service, but also about your target market. Who will benefit most from your business? These are your future customers.

The legal cannabis industry covers a wide range of demographics—from hippies to hipsters—with sub-targets inside of the target market. Products need to appeal to, and resonate with, a broad spectrum of customers in a variety of locations.

If you are looking to attract a younger audience, your brand image, as well as your overall marketing, could be bright and colorful, with casual fonts and contemporary images. On the other hand, if your goal is to attract a more mature clientele, then an upscale image would likely work best.

When designing for your target audience, imagine yourself ‘in their shoes’. If you were a 21-year-old skateboarder, male or female, what kind of image would appeal to you? This sector generally favors radical images, funky color combinations, and bold graphics.

Now imagine yourself as an 80-year-old retired U.S. Veteran, or as a great-grandmother enjoying her golden years, would you be drawn to the same advertising and packaging as the young adults mentioned above? Probably not. A mature audience often prefers nostalgic images and classic looks. Warm, friendly and easy to read usually works best for the mature group.

Then we have the in-between groups. What about the professional businesswomen and men who may have a more serious outlook on life in general? This audience is often attracted to a more sophisticated look.

So let’s look at some examples of imagery.



The shoe brand Vans is targeted at the younger audience. Whitman’s Chocolates, with a classic look, may appeal to a more senior person. For the upscale business people, Calvin Klein is probably more attractive.

When designing your brand image, marketing materials and packaging, think about your potential customers. Consider their age and their possible interests, in order to develop a successful brand that hits the mark.