Many cannabis companies who have been around for at least several years have done well because demand has been high and supply low. Designing and marketing a medical marijuana brand wasn’t really a concern for most until recently. The companies that did invest in graphic design and brand development early on have gained significant market share. Simply– there weren’t many professional competitors.[bctt tweet=”Branding didn’t used to be a necessity in the cannabis industry. Things have changed.” username=”7raysmarketing”]
Things have changed. Investors are sensing diminishing risk and higher numbers of entrepreneurs are taking a stab at the booming cannabis industry. Competition is thick and only increasing as more states come to market and medical states turn recreational.
What makes your company better than any other? Differentiation is key and branding helps communicate it. There are plenty of concentrate brands out there, for instance, but is there something unique about your extraction process? Is there a part of your process you could consider ‘proprietary’? Or is your brand story a personal one, whose message can be amplified to differentiate your company from others?
Investigate ways, aside from product and service, that help your brand stand out from others. Because that difference creates meaningful connections with your customers.
Once you’re clear on your brand story, you might be thinking ‘How do I actually tell it?’
Each brand has personality traits, whether intentionally created or applied by the public. A brand experience is composed of many threads; each one an opportunity for the personality to shine.
How does your brand voice come across? Is it different on your website vs. social vs. email? What are the traits that define your marijuana brand and what will customers think of when they see or hear your brand name? You want to help guide those reactions through all your communications.
Think of the content you create on the various digital and print channels as an expression of your brand. If your brand was a person, what would they want to talk about? What’s of interest? What does your brand do on its time off? Extending the brand into content and event marketing requires a well defined brand positioning and story.
When 7 Rays develops branding, we always wrap up with a Brand Book. The Book spells out the guidelines for how the brand appears, sounds, expresses and interacts. Cohesiveness across all efforts is key to that memorable experience you strive for. So, take the time to flesh it out.
Before you begin firing on all cylinders, put your heads together to strategize on the brand expression and value to your customers and partners. If you are feeling stuck in getting off the ground, shoot us a message and we can guide you through the process.