Building A Cannabis Brand That Stands the Test of Time

As attitudes and policies continue to shift in favor of medical and recreational marijuana, we will see more and more marijuana businesses entering the market place.  Inevitably this means an increase in competition and a greater need for you to appeal to your target audience with a clear and concise brand strategy.

Branding is one of the most important aspects of any business and an effective brand strategy will give cannabusiness owners a major edge in the increasingly competitive market.

What exactly does “branding” mean? Simply put your brand is your promise to your customer.  It tells them what they can expect from your products or services and what makes you different you from the competition.

So, how do you build a successful cannabis brand that will stand the test of time?

Take time to discover what makes you unique and special.

Work on creating your Unique Selling Proposition (USP) by figuring out who you are, why you are unique and what you have to offer that is different and better than your competition.

From the customer’s perspective your USP is the answer to the question, “why should I buy from you?”

Define your target audience.

Who do you want to target with your branding and messaging?  Who is your ideal customer and what exactly are they looking for in your marketplace? Once you can answer these questions you can begin to work on creating a brand identity that will appeal to them.

Avoid the urge to follow the crowd.

While a green cross may be useful outside of a dispensary to let the public know that you have medical marijuana for sale, a single pot leaf or green cross as your logo will almost certainly guarantee that you get lost in the crowd.  There are a lot of creative ways to use a green cross or pot leaves within your logo but using them, as a stand-alone piece is not a good way to build a unique brand identity.

Hire a professional freelancer or design firm.

High quality design will make you stand apart from your competition and while it may be tempting to cut corners and hire a family member or friend with limited experience, who will do this on the cheap, you will absolutely get what you pay for.

Remember, if your brand identity looks poorly thought out, your customers will view your product or service in the same way.

Get a great logo and use it everywhere.

Work with your designer to create brand standards for your marketing materials so you can use your logo everywhere with consistency.

 Integrate your brand.

Branding extends to every aspect of your business from how you answer your phones to what your sales people wear at work to your email-signature.  Again the key here is consistency.

Be true to your brand.

Customers won’t return to you, or refer you to someone else, if you don’t deliver on your brand promise.