Back in the day, brownies were the only edibles around, but now we’ve got cannabis entrepreneurs making gummies, chocolates, cookies, ice creams, beef jerky, nuts, and even drinks. Consumers now have incredible choice as to how they want to ingest THC, and many medical users say they prefer edibles over smoking cannabis. This makes THC infused edibles the fastest growing segment of the cannabis industry, and this means competition. To stand out in this growing crowd, cannabis edibles businesses must have branding that is smart, sophisticated, and ready to compete in the new field.
Whether you already have a cannabis edibles business or are just thinking of starting one, you should take a bit to learn about branding for this new market. Here’s five tips from marketing experts about how to effectively brand your cannabis edibles.
Live, eat, and breathe your brand.
Branding is much, much more than just your logo or your packaging for your cannabis edibles. When you create a brand, you’re presenting a united front to the world. You’re showing everyone not only what you’re making but giving them an experience, making them feel. That sounds nice in theory, but what does it mean in practice? In short, consistency. Your brand needs to present consistently across all platforms:
- Social media
- Your website
- Physical marketing
When you embrace your brand and let it inform every decision you make, you will find that your business improves. Your customers will also have more trust in your edibles because your marketing is consistent. This makes you look professional, which is a must in the growing cannabis industry.
Bring something new to the table.
There are some things consumers have come to expect when talking about cannabis products, like the marijuana leaf, 420, tie dye, peace signs, Rastafarian references, and so many more stoner cliches. Basically, at this stage in the game? You shouldn’t do any of that. Or if you do, put a new spin on it. You need to be innovative in cannabis branding not only because modern consumers have so many choices, but also because you need to distance your products from the illegal homemade “pot brownies” of the past. This also means innovation in your products to stand out in the market, but it’s especially crucial to be innovative in your branding as well.
- Success Story: The hottest cannabis product line to hit the market in recent years is Snoop Dogg’s Leafs brand, and they do cannabis branding right. Snoop’s design team took that iconic cannabis leaf and first modernized it with the geometric shape and then made it upscale by making it gold. This is exactly how you use one of those recognizable cannabis cliches and turn it into something fresh and new. Plus, that packaging is just so pretty! Snoop Dogg’s marketing team hit it out of the park.
Be the expert on cannabis edibles.
Part of branding is creating trust in your products, and the best way to do that is to be knowledgeable about what you’re doing. In short, you need to know every single law that pertains to your cannabis edibles business. This may seem to have nothing to do with branding, but remember the days of cigarette companies using cartoon characters in their marketing? Remember how well that went over? New cannabis edibles businesses need to keep child protection laws in mind when branding, not to mention marijuana labeling laws. Most states require very specific information on the packaging of cannabis edibles, and some also require food labeling.
In branding your cannabis edibles business, you also have to appear to be an expert on cannabis and the herb’s healing properties. How can you show your expertise in a logo or packaging? While you don’t have to print pages of information to put in every package, you can design your branding to look sophisticated, since experts are sophisticated in their approach. You can also have informative articles about cannabis on your blog and detailed product descriptions on your web page to show your knowledge of your product.
Have a clear vision of your perfect customer.
Another thing you have to know to be successful in branding your cannabis business? Who your brand is supposed to attract. Who is that person who will buy your products? When you know your ideal customer inside and out, you know your audience. When you know your audience, then you can target them with your branding.
Build a vision of your audience by imagining a specific person, and then make a list of certain things about them:
- How old are they?
- What do they do for a living?
- Why are they using your products?
- Where else do they shop?
- What brands do they buy?
When you can answer these questions about your audience, you can create branding that will draw them to your products and make your edibles a success.
Work with the professionals if you need help.
Look, your expertise is making yummy and potent cannabis edibles, and that’s exactly what you need to be doing. Since you’re not a marketing expert, you can take the ideas from this article to someone who is. In short, don’t be afraid to hire a marketing company if you need help perfecting your branding. While it may seem like a large outlay of money, nailing your branding on the first try will help you in the long run. It’ worth an initial investment in branding to get more sales later on down the line. There’s not just marketing professionals that can help you either. Talk to packaging companies as well to find out innovative ways to package your cannabis edibles.
With the cannabis industry growing by leaps and bounds in the United States, there are many new businesses creating and selling edible forms of the herb. If you’re one of these businesses, you need sharp, modern, legal, sophisticated packaging for your cannabis edibles. You put a lot of work into making your products the very best, and you need branding and packaging that will pay you back for that hard work.