Visual Branding in the Age of Amazon - Flipbook - Page 28
5. Your brand
BENEFIT MUST BE CRISP
and primary to your visual design
Your consumer should be able to look at your brand visually and
reflect what the primary benefit is. Your brand benefit may not
be obvious. Starbucks is an experience, not necessarily coffee.
Cool is a benefit – eg. Warby Parker. Belonging is a benefit. Caring
is a benefit. A key benefit of a great laundry detergent is how it
expresses mom’s love for her family. Whatever the benefit, it
needs to be visually communicated instantly and obviously in
online retail.
CASPER FOCUSES ON IT’S PRIMARY BENEFIT OF CONVENIENCE. IT COMES IN A BOX, NO HASSLE AND IF YOU
DON’T LIKE IT YOU CAN RETURN IT.
