By Cannabis Creative on May 26th, 2021
Cannabis Brand Development 101: How to Set Your Brand Up for Success
Ed. note: This article is a guest post written by Cannabis Creative.
The acceptance of cannabis products as safe, enjoyable for recreation, and effective for medicinal purposes is growing throughout the United States. As awareness and legalization spread, so too does competition within the industry.
Related: Report: Cannabis & CBD Digital Advertising Trends in 2020
If you own a “canna-business,” you’re well aware of the need to stand out among the masses. But did you know that building an effective brand strategy is key to your company’s success in the THC marketplace?
Below are a few steps to follow when developing your brand in this growing industry.
Tip: Brand strategy not your thing? Leave it to the pros. Cannabis marketing agencies like the award-winning Cannabis Creative can help you craft a one-of-a-kind brand identity (not to mention develop your website and manage everything from digital marketing to packaging design).
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Consider your target audience.
An easy mistake is assuming that your company is selling to everyone who consumes cannabis. There was a time when dispensaries were rare, but in the states where cannabis has been legalized, they’re becoming more and more common. As a result, simply opening the doors of your new dispensary is no longer enough.
Having access to multiple options means that consumers are becoming more discerning, inevitably choosing the businesses that best cater to them.
Related: Audience Targeting 101: How to Show Your Digital Ads to the Right People
For these reasons, it’s important to identify your target audience—in other words, identify the types of people who will benefit from your products and services. Ask yourself:
- Who are they and what are their needs?
- What do they do?
- Where do they live?
- What are their ages and interests?
Based on these details, you’ll need to decide what types of messaging, imagery, and overall tone will speak to them.
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Identify what makes your dispensary unique.
Once you’re familiar with your audience, the next step is figuring out how you can meet their needs—whether it’s offering a specific set of products, a type of service, expertise, or experience—that they can’t find just anywhere. This unique value proposition will be the strength of your business and will set you apart from the competition.
Related: Text Marketing Tips for Dispensaries & CBD Brands in 2021
Is there something different about the products you offer or how they’re made? For example, maybe you grow your cannabis or it’s grown nearby.
What about the customer service you provide, or the experience people will have when visiting your dispensary? Remember, whatever sets your business apart should also relate specifically to your audience.
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Remember the importance of cannabis consumer education.
Sure, cannabis is still a new industry—but even when it’s no longer new, education should still be part of your marketing plan.
Related: How to Build a Digital Marketing Plan for Cannabis or CBD
It’s easy to forget when it’s the work you do every day, but you and your staff have specialized knowledge to offer your followers, whether they’re new to cannabis or have been consuming it for years. Use this to your advantage by educating your audience about cannabis, the products you offer, and aspects of the cannabis industry that relate to your business.
Talk to your customers and consider what your audience would want to know. Strategize the best ways to communicate this information. Then plan which marketing channels you’ll use and the types of content you’ll share.
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Stay up to date on local and state regulations.
Since cannabis is not federally legal (yet), marketing your business requires a bit of creativity and research on current regulations. Cannabis laws don’t just apply to the products you sell and where you can do business, they can also dictate where and how you advertise.
Related: Digital Ad Compliance Guidelines for Cannabis & CBD Brands
The rules vary from state to state, and sometimes even by town. They also vary by the marketing medium of choice. For example, radio ads are typically not allowed in most communities because of the FCC.
There are also challenges to marketing your business digitally, as Google AdWords prohibits the promotion of illegal drugs, and therefore limits the words you can use relating to cannabis. Social media platforms like Facebook and Instagram have similar rules, and if you don’t obey them, you risk having your account shut down. To avoid getting your website or social profiles flagged, find an agency with experience marketing on Google and social media.
Related: 2021 CBD Ad Approval Guidelines on Facebook & Instagram
Language is important. Be aware of what you can and can’t say on each marketing channel you use, and be careful not to make any false or misleading claims about your products. Try to find innovative solutions to any advertising limitations. There are ways to reach your audience despite the restrictions—you just have to get creative!
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Hire a cannabis marketing agency to handle the heavy lifting.
So, branding isn’t your specialty. And you’re running short on time, because (surprise!) you’re busy running a business. We get it. That’s exactly why it might be beneficial to invest in a cannabis marketing agency to help you develop a consistent, authentic brand identity that communicates your company’s values to your customers—before they even step foot in the door.
Related: eBook: Finding & Working With a Programmatic Ad Agency
Even better, a digital marketing agency like Cannabis Creative specializes in the cannabis industry to ensure you’re effectively marketing your products and services, and abiding by local and state advertising regulations. Interested? Contact them by phone at 855-420-1812 or email info@cannabiscreative.com.
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