MJBizMag August 2022 - 44
DEFINE YOUR BRAND
Willie's Reserve hires a tailor to sew patches onto fan clothing at special events. Courtesy Photo
" Color really changes our perception of something, " she
said. " Only once a logo has been determined does it make
sense to start playing with color. "
Colorless logo design also allows you to adjust colors later
under the same logo.
Think back to FedEx: The company changed the colors
in " Ex " to denote different services and types of shipping,
giving it a wide variety of logo variations using familiar
branding with minimal extra words.
DO: Use a simple font
Make your logo font simple, and resist the urge to spell your
company's name in unique lettering.
Startup brands need replication, and a font that can't
be replicated in open-source content platforms such as
WordPress will get changed.
" If a font doesn't exist in a place like Squarespace or
Shopify or any of those platforms, I wouldn't invest the
money and time creating it, " Torabi said.
DON'T: Put a logo on everything
Once you've got a great logo, it's time to print it on countless
stickers and low-cost items to give away, right?
Wrong, branding experts say. Better to invest in fewer,
more expensive swag items that really speak to your
consumer than throw-away items likely to fester in
44 August 2022 | MJBizMagazine
Kennebeck's team created a pop-up vintage clothing
store that appeals to Willie Nelson fans (think lots of
denim and bandanas) and hired a tailor to attach brand
patches at special events. The result was an impressive
number of organic shares on social media-a better
investment than, say, handing out free T-shirts likely to
end up as wash rags.
" It's not something that every brand can do or provide, "
Kennebeck conceded. " But it really was a great way for us to
share this brand in a unique way. When you see somebody
who's wearing a denim jacket with a Willie's Reserve patch
on it ... it's a brand signal that you've had an experience
with us. And I think that is something that creates stories
and legends that people love to share. "
DO: Ask for something in return
You've got the right logo on the right products. Congrats!
Now ask for something in return.
Torabi advises against handing out swag to crowds.
Instead, use swag to engage consumers and research their
" Do I get your email address? Do I get your cell phone
number? How am I capturing that person? " Torabi said.
" I want to be able to say, 'Hey, you came to my booth, I
gave you this product. ... Now, I want to know the next
time you came to my dispensary (and) the next time you
hit Add to Cart.' "
Table of Contents for the Digital Edition of MJBizMag
From the Editor
Five Questions With Paul Weaver
DEFINE YOUR BRAND
Seed to CEO
MJBizMag - Cover1
MJBizMag - Cover2
MJBizMag - 3
MJBizMag - 4
MJBizMag - 5
MJBizMag - 6
MJBizMag - 7
MJBizMag - From the Editor
MJBizMag - 9
MJBizMag - Five Questions With Paul Weaver
MJBizMag - 11
MJBizMag - Hemp Notebook
MJBizMag - 13
MJBizMag - Company News
MJBizMag - 15
MJBizMag - 16
MJBizMag - 17
MJBizMag - Industry Developmentts
MJBizMag - 19
MJBizMag - 20
MJBizMag - 21
MJBizMag - 22
MJBizMag - 23
MJBizMag - 24
MJBizMag - 25
MJBizMag - 26
MJBizMag - 27
MJBizMag - 28
MJBizMag - 29
MJBizMag - 30
MJBizMag - 31
MJBizMag - 32
MJBizMag - 33
MJBizMag - DEFINE YOUR BRAND
MJBizMag - 35
MJBizMag - 36
MJBizMag - 37
MJBizMag - 38
MJBizMag - 39
MJBizMag - 40
MJBizMag - 41
MJBizMag - 42
MJBizMag - 43
MJBizMag - 44
MJBizMag - 45
MJBizMag - 46
MJBizMag - 47
MJBizMag - 48
MJBizMag - 49
MJBizMag - 50
MJBizMag - 51
MJBizMag - Industtry Players
MJBizMag - 53
MJBizMag - 54
MJBizMag - 55
MJBizMag - Unboxed
MJBizMag - Our Advertisers
MJBizMag - Seed to CEO
MJBizMag - Cover3
MJBizMag - Cover4