This article originally appeared in the December 2017 print edition of Cannabis Business Times. To subscribe, click here.
If you’re like many young cannabis companies today, you’re likely facing the challenge of brand building. Understanding what a brand is and how you can use it to create a highly recognized and widely popular business can help give you a giant leg up on your competition.
Building a strong brand from scratch is never an easy task, especially in the cannabis industry. Not only are you facing a myriad of rules and regulations on everything from packaging to advertising, you also have the added challenge of creating a brand in an industry that has been notoriously bad at branding.
Brand building requires more than just a logo, icon, color palette and tagline. A brand is an ongoing experience that your customers have with your company. Consumers demand a tangible, relatable and value-driven experience with companies. How your business meets that demand is a key factor in building your brand. To be successful at this feat requires a great deal more work than most companies realize.
It requires a dedication of the leadership and the staff to ensure the brand is consistent and aligned across all touch-points customers have with your company. This includes:
- Packaging
- Social Media Channels
- Advertising
- Public Relations/Publicity
- Sales
- Marketing
- Customer Service
- Thought Leadership
To read the full article in Cannabis Business Times' December issue, click here.
Top photo courtesy of Select CBD
