With advertising options severely limited by law, the way a cannabis product presents itself in the retail or dispensary space is one of the most critical ways to attract awareness and boost sales. Here Jennifer Culpepper, founder of BrandJoint.com, shares tips with those in the industry hoping to establish their brands.
How should I get started designing my cannabis brand?
Whether or not its products are related to marijuana, all business need to define their core values, mission & vision, target audience and competitive advantage. Once the basics are defined, the cannabusiness owner needs to delve into the particulars of their evolving industry. First, who is your customer really? Many different types of people consume cannabis, so it’s important to know which segment you’re talking to. Be specific in your assessment: How do they spend their day? Where they shop? What other brands target them? What are their needs and frustrations? Empathizing with your customer and understanding what they value should help guide the appropriate messaging for your brand.
Once I've defined my brand and target customer, what are some tips to grow my brand?
Elevate the terminology: Language can influence perception. If you are targeting new users, upscale users and medical users consider using the word "cannabis" which sounds much more sophisticated than weed, chronic, ganja, reefer or pot. "Bud" is now “flower.” A "hit" is a “dose.” Dispensaries use medical terminology and always refer to the plant as medicine.
Market different to medicinal vs. recreational consumers: Often, the same products with the same packaging and messaging are being sold medicinally and recreationally, even though customer groups may be very different and using cannabis for different reasons. Take the time to communicate to each target audience. A recreational brand for example may refer to the consumer’s mood, or having fun. Messaging to two audiences may cost more in packaging, but smart targeting can result in higher sales.
Know that social media is extremely limited for the cannabis industry: Facebook and Instagram have been removing accounts of legal dispensaries and related services. When buying Google AdWords, many words are prohibited because they are in violation of Google’s terms, specifically a prohibition against promoting or selling illegal drugs. Obviously, avoiding words like “cannabis” is a problem for a branding firm specializing in cannabis businesses.
Keep it legal: Packaging requirements vary from state to state and are still in flux. It’s important to stay compliant and work with a partner experienced in compliance. This can be a challenge for companies operating in multiple states where rules differ.
Avoid any branding elements that can attract children: While there are existing laws regarding child proof packaging, cartoon characters etc., cannabis companies need to go above and beyond to make sure their products aren’t attractive to children or end up in their hands. This is not only a safety issue but can affect the perception of the industry and future regulations.
The product itself (10mg THC cookie vs. 100mg THC cookie) is also a part of the brand
In Colorado, a single dose is regulated at 10mg of THC and clearly marked doses on packaging are required. In other states, doses may be regulated differently. Branding/image goes beyond packaging and includes the product itself so don’t create a 100mg cookie –consumers will not stop eating at 1/10 of that cookie. To avoid your product being responsible for a bad experience (at best) or a trip to the ER (at worst), clearly marking recommended doses on your package or on the edible itself is important. Scoring or demarcating the edible in some way will help, for example breaks in a chocolate bar corresponding to doses. Acting responsibly by prioritizing public safety in your branding and design will help elevate the industry as a whole.
Culpepper offers an example of good branding:
I reside in Maryland, so I can’t just pop into my local dispensary (yet). I utilize Instagram and Twitter to check out the latest cannabis products on the market. If you can scroll through the endless pictures of “weed babes” and stoner memes, you’ll find numerous photos of edibles, flowers and buds, often quite beautiful. There have been a few companies that have caught my eye, one of which is Kiva Confections. As a chocolate lover, I’m clearly their target audience! If you visit their website, you’ll see that they show more imagery of the chocolate making process than marijuana. The quality of the chocolate and cannabis comes through in the quality of their photos and brand design. While the package design is quite clean and simple, it is also clearly marked with the necessary dosing information. The chocolate is also marked with breaks that align with dosing. All elements of their communication (packaging, website and social media) tells consumers that their mission is to not get you “super high, man” but to provide an enjoyable experience through high-quality and delicious-tasting chocolate.
BIO: Jennifer Culpepper recently founded Maryland-based branding agency, Brand Joint, after identifying a need for specialized brand strategy and design in the emerging cannabis industry. In addition to Brand Joint, she is the Principal and Chief Creative of award-winning branding firm, Peppermill Projects (peppermillprojects.com), designing for a wide variety of consumer-focused clients.
