Cannabis branding is unique and challenging, so here are a few tips and strategies to help you earn consumer attention and grow your brand.
Holy Smoke! And I mean that literally… Legal cannabis sales in the U.S. passed $17.5 billion in 2020! Market research firm BDSA also reports that global cannabis sales reached nearly $21.3 billion in 2020, an increase of 48% over 2019 sales of $14.4 billion. #quarantine
- Cannabis branding is tricky at best.
- The competition is savvy and the big players are cornering the market.
- The types of products vary expansively
- Cannabis covers a huge scope of overlapping demographics
- The imposing regulations make it difficult to reach and communicate effectively with the right audience at the right time.
So, how do you differentiate your Cannabis, CBD, Hemp brand?
We’re not just blowing smoke! Check out this video!
Here are some tips & tricks to help your cannabis brand stand out:
Build a brand. You need much more than just a logo. People don’t buy products and /or services, they buy brands. Why be average?
Invest in professional product packaging design. Your goal is to stand out amongst the sea of other brands. Your cannabis, cbd, hemp packaging design enhances the customer experience and creates brand loyalty.
Know your brand distinctions. Spend some time with a branding agency that can help you distinguish your brand, tell your story, and create unique, brand related visuals that connect with your ideal consumer.
Maximize your reach. Dump the stoner subculture stigma and normalize your brand so that it’s inclusive to demographics that might not otherwise explore your brand. These are serious consumers that spend a lot of money on cannabis related products, and you need to be approachable.
A picture speaks 1000 words!
For a consistent look and feel that consumers take seriously, have a professional agency design your branded visuals. Keep in mind that your branding in all of it’s forms will dictate the look and feel of your product packaging, website and all of your marketing related design assets.
Don’t Mickey Mouse your brand. Cartoon-like images are not just frowned upon, they are actually prohibited in most states as they tend to appeal to children. Make sure that your branding is sophisticated and that it appeals to an adult audience.
Note: According to Seattle-based cannabis research company Headset, the average age of a cannabis consumer is 37.5.
Simple is best. Remember, it takes about 7 seconds to make a great 1st impression and you only get one chance. So, consider colors, fonts and imagery that speak to the personality of your brand and communicate quickly and effectively with your ideal consumer. Because, it’s really all about creating an interesting and compelling brand that makes people want to learn more.
Keep up your momentum. Successful businesses do a rebrand or brand refresh every 3-5 years and 20%-30% of their annual budget is earmarked for branding and marketing. This type of consistent budgeting results in brand awareness and a substantial, annual ROI. Trust me, it’s worth it…
Have you read Branding Bud: The Commercialization of Cannabis? It’s a great read!
Remember, people don’t buy products or services, they buy Brands…
P.S. Hey, Weed (get it?) love to help you Grow (HA!) your brand!! CLICK HERE to download our Build your Cannabis Brand Workbook – Do it right the first time, or don’t do it at all…
P.S.S. Getting ready to launch? We are product launch experts! Schedule a complimentary, 1:1 Brand Consult Call today!
Hope to see you INSIDE our CIRCLE!