By: Jessi Cox
What Pepsi, Apple, and Sony have in common is that they knew exactly how to build a brand that consumers would be loyal to and love!
Building a cannabis brand is not all that different. In fact, using traditional techniques pays off in dividends when combined with the unique needs of the cannabis industry.
When you hear the words “cannabis brand building” what are your first emotions that come to surface?
Excitement?
Confusion?
Fear?
Do you look at BestBuy and Taco Bell and think: How can I build an equally strong cannabis brand that people will love?
Is it even possible?
First of all, yes, it’s possible!
And second, let me welcome you to Cannabis Brand Building 101!
Today, we’ll learn everything about building a successful cannabis brand: your brand strategy, brand identity, and brand marketing!
Stay tuned as your cannabis business is going to change, forever!
But first…
What Is A “Memorable” Cannabis Brand?
A “memorable” cannabis brand isn’t an elusive mythical creature, but the way your target audience perceives your cannabis business.
Your own unique cannabis “brand” can be a symbol, logo, font, song, or even a word that will make your target audience think of you without listening to your company name.
What Does Cannabis Brand Building Involve?
Learning how to build a cannabis brand that people love isn’t difficult.
However, if you want to do it successfully, you need to know what this process involves.
The recipe to turn your business into a brand is to create a go to market strategy that’ll combine your cannabis brand identity and cannabis brand marketing.
Throwing all these into your mixing bowl will lead to a recognizable cannabis brand that lasts in time. So, let’s break the ingredients down:
Creating a Cannabis Brand Strategy
The first step to turning your cannabis business into a brand is to develop your cannabis brand strategy.
Of course, this isn’t an easy process. Your strategy is a long-term plan that requires time, creativity, and resources.
Setting your goals is also important!
Think about how your cannabis business will impact your potential customers’ lives and what solutions you can provide to their pain points and lifestyle needs.
Effective strategies should always have the following elements:
In a nutshell, your marketing strategy should focus on delivering positive and unique experiences that will make consumers want to invest in you and your cannabis products over the “other guys” and doing this is somewhat of an art form in itself.
And don’t forget!
The better the experience, the more people will talk about your brand, slowly turning your cannabis brand and cannabis product line into a must-have rather than a maybe or someday I will try.
Constructing a Cannabis Brand Identity
Your cannabis brand identity involves all the visual elements related to your cannabis brand.
These elements can be your logo, website design, or your packaging.
However, cannabis brand identity isn’t only a box or a website but the feeling your brand will trigger when customers interact with it.
The easiest way to define brand identity is to filter a business through the brand identity prism.
Here’s Starbucks’ prism:
To paraphrase Jeff Bezos’ words, branding is all about your reputation and what people say about you when you aren’t there.
So, a solid cannabis focused brand identity that triggers positivity is your best chance to make your business thrive and survive!
Getting into Cannabis Brand Marketing
Which comes first?
Cannabis Branding or Cannabis Marketing?
Well, Cannabis Branding is all about the personality of your business and how you present yourself to your target audience.
Cannabis Marketing, on the other hand, focuses on building brand awareness through numerous digital marketing channels.
For instance, let’s say you are the owner of a cannabis beauty brand.
Branding would be something like this: “Cannabis formulated beauty that respects nature.”
Marketing would take that and turn it into email marketing campaigns or social media posts with the reasons why customers need to buy from you.
To take a step further, your email campaign would probably look something like Burt’s Bees, a brand that has a clear purpose and doesn’t hesitate to show it:
So, to answer the question of which comes first, learning how to build a brand and then getting into cannabis brand marketing is the logical thing to do.
Also, if you need an affordable email tool to start sending your emails, try Loving The Plant to step up your cannabis brand marketing!
Now that you know about the elements of brand building, keep an eye out for our next article the most important steps you need to build your brand from scratch!
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