Is your cannabis brand ready for what’s to come? Does your brand have a strong presence in the market and does it magnetize community around it? These are pressing questions that should be on every entrepreneur’s mind today.
Last November, several states voted in favor of changing their marijuana laws. North Dakota, Montana, Arkansas and Florida made it legal to use marijuana for medical use. California, Maine, Nevada, and Massachusetts will now allow marijuana for recreational use. California, with the largest economy, will catapult the marijuana industry to triple in size by some estimates. Experts project the national market to reach over $20 billion in the next 4 years.
If you are thinking of embarking on a new marijuana venture, or if you already have an existing marijuana brand – you should know that the industry has changed since the days of homemade baked goods and nameless products on the shelf.
The growing industry means big business for those who seize the opportunity. But, before you begin rethinking your business plan, it’s important to know what’s expected of marijuana brands today.
Here are 7 key elements that could be the difference between your brand excelling or…burning out.
Gone are the days of word-of-mouth promotions. Marijuana patients are now marijuana customers, and those customers have options. Because of this, it’s important to embrace the holy trinity: email campaigns, social media and an active blog.
Create a community around your brand. By providing value, other than promoting your brand, you will engage your current and potential customers much better. It will also give you valuable insight, via data collection and analytics, into who your audience is.
If a picture is worth a thousand words, what are the images you use to promote your brand saying? Using low-quality, low light or poorly shot photos on your website, or social media pages sends the wrong message. Consumers will pass right over your content if they feel there has been no effort on your part to tell them why they should care.
Book photo shoots as often as your budget allows and keep an arsenal of eye-catching images of your product on hand. Don’t forget that lifestyle photos help express your brand’s vibe and message better than words. Remember that people see thousands of images daily — so how will you catch their eye? The goal is to be indexed at the top of people’s feeds.
And if you can’t afford photography services, turn your attention to not-so-stock photo sites like Death to Stock or