7 Ways to Build a Cannabis Brand
You’ve got a great business idea – now how do you reach the right customers? When it comes to building your cannabis brand, you need a well-organized strategy to compete in a rapidly growing industry. Learn more in this post from Cannabis360.us.
1. Create Your Brand Identity
When making a purchase, consumers look at price and quality – but they are also affected by how the brand makes them feel, whether they realize it or not. Your brand identity is the story you tell about your company and the image that you project. This brand identity is communicated through all your communications: advertising, emails, website, print media, and more. As you develop your brand identity, think about the message you want to communicate and the kinds of consumers you want to attract. Use these questions to help guide you:
- How would you describe your brand in one sentence?
- What problem do you solve for your customers?
- How do you differ from your competition?
- How do you want your target audience to feel?
2. Name Your Brand
Once you have these guiding principles in place, it’s time to come up with a great name for your cannabis brand. Your business name should be memorable and resonate with your target audience. Do your research to make sure you’re choosing a unique name that will set you apart from your competition. You can even test out a few different names with a focus group or panel to see how they respond.
3. Plan Your Marketing Strategy
Now that you’ve reflected on your mission, vision, and brand name, you need to gather the right team to plan your marketing strategy. You may need the help of content strategists, social media managers, web developers, and graphic designers. If you don’t have these capabilities in-house, you can partner with a professional marketing firm for support. As a cannabis brand, you may also want your legal counsel to review any public-facing information about your products.
4. Know the Regulations
Although cannabis production and distribution have been legalized in many states, the industry is heavily regulated. Cannabis policies vary from state to state, so make sure you know the regulations in the state where your business is registered, as well as in other locations where you plan to sell your products. Look to your state’s regulatory agency or department for guidance, and subscribe to updates from them so you’ll always be in the know about policy changes.
5. Set Up Your Website
In today’s digital era, a great-looking website is a must. That’s especially true in the cannabis industry, where the majority of customers are millennials who grew up with the internet. Customers expect a well-established, informative website, and may be wary of businesses that don’t have a strong digital footprint. Make sure your website features high-resolution photos and easy-to-read copy, and consider adding interactive elements like embedded video.
6. Build Out Your Social Channels
After you’ve established your website, it’s time to grow your presence on social media. Platforms like Instagram, Facebook, and TikTok can help you reach a diverse set of potential customers Make sure you’re curating content for each audience, not simply reposting the same information to each channel. Developing a social media calendar can help you map out a plan for posting compelling content to each platform regularly.
7. Focus on Education
Cannabis is still illegal at the federal level and in some states, although policies are shifting in many places. As a cannabis brand, part of your job will be to educate potential consumers about safe and legal cannabis usage. Consider creating web, social, video, or email content covering topics such as:
- The difference between THC and CBD
- The definitions of cannabis and hemp
- Cannabis purchase and possession laws in your state
Get ahead of public perception about cannabis by focusing your public relations strategy on consumer education, positioning yourself as a reliable source of straightforward information.
Choose Cannabis360.us to Help Craft Your Brand Story
If you’re looking for ways to improve your marketing strategy, Cannabis360.us is here to help. Our creative team helps cannabis companies find their target audience and communicate their brand identity through timely and compelling content. For more information, contact us today.