When you make a choice to brand your company so that it fits into a definable category –
(as a green, a young, a fashionable, a hipster etc. company) you have no choice but to work with all of the preconceived ideas that people already have about that “type” of company into your brand strategy.
If you are the newest, hippest eco-company on the block, for example, you will be categorized in people’s minds as another Lululemon, or another Amy’s Foods… because they were part of the category first. The people who shop at Whole Foods and who purchased Tom’s Shoes last year will probably be easy to find and to target.
Easy for you, and easy for everyone else who is hoping to ride the wave of an emerging trend all the way to the bank. You will have to be the best in your category and do something different when you launch.