Everyone creates brands—but few companies are successful in creating brands that cultivate staying power with consumers. Many entrepreneurs, not just in the cannabis industry, but in all consumer segments, get excited about the idea of creating a brand, and jump straight to designing a logo. But that’s a big mistake, according to experts, especially as brand power becomes increasingly important in the ubercompetitive, rapidly expanding cannabis industry.
This session will help determine what your ideal customer should look like, how to build out the demographic, and how to conduct important research. Presenters will also outline how to determine your company’s points of parity and/or differentiation in the marketplace, what your brand stands for, and what types of emotions you want to evoke. Then, they’ll provide building-blocks for design and more traditional branding ideas. They will also dive into how to evaluate these concepts for both medical and adult-use markets (as these applications should be handled differently).