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C Squared: Be Meaningful to Today’s Multicultural Consumer

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With today’s Zoom, social distancing, and WFH, we miss talking all things branding with fellow industry professionals. This letter was designed to provoke an exchange of thought between the cognitive and creative in modern branding. We hope you’ll read and take something away from it.

Through our years of experience in brand strategy and design, we’ve spoken with several brands that want to better understand the ever-evolving multicultural U.S. consumer. With the latest release of the U.S. census data, that task is more challenging than ever – in fact, US citizens who identify as two or more races has grown by 276%.

To explore this data point’s impact on brand strategy, we fielded a consumer survey of (125) self-identified multi-racial people to better understand their cultural perceptions of brands.

Click through to read a couple of our observations on multicultural consumers…

read

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A primary element of a solid brand strategy is package design – it’s one of our favorite “P”s in our Brand Check Up process.  It is important for all brands but even more so for small and mid-sized brands to differentiate themselves on the shelf (often where they are most visible) from the competition.  Packaging can also be one of the most important marketing tactics a brand can use when working with limited budgets.  A couple of things to keep in mind when designing or redesigning a brand’s packaging:

  • You must clearly understand your target consumer’s “job to be done” and be sure that your package design communicates to their need.
  • You may be able to differentiate your product on shelf through a new form or product delivery system. Seek to be different.

In this article, our partner The Goldstein Group discusses the package redesign they did for heritage Skin-care brand Dr. Smith’s.  It’s worth the read.