The acceptance of cannabis products in the United States is growing throughout the country. Many lawmakers and citizens alike now see these products as safe, enjoyable for recreation, and effective for medical purposes. As awareness and legalization spread across the country, so too does the competition within the market. As is true for any industry, branding, and marketing are vital for cannabis businesses to stand out and find success.
If you own a cannabis business, you are well aware of the need to differentiate your business from others. There was a time when dispensaries were rare and existed in specific localized locations. However, in states where cannabis products have been legalized, dispensaries and businesses are becoming more common. As a result, it is essential that you develop a plan to showcase your products and stand out in the crowd. Your branding starts with targeting your audience and follows all the way through to product packaging. From screw-top bottles and jar containers to pop top bottles with sleek custom sleeves, there are many things to consider when branding and packaging your products. Let’s take a look at some branding tips for your cannabis products.
Follow all compliance regulations.
One of the most important things you can do for your cannabis company is staying up to date on local and state regulations where cannabis is legal. Since cannabis is not federally recognized as a legal product currently, marketing your business requires research on current regulations from state to state. This includes any advertising that you want to do. As an example, radio ads are typically not allowed because this space is governed by the Federal Communications Commission.
Aside from this, your company also needs to be compliant. You need to be aware of what you can and can’t say and your claims on your packaging. Your product containers are also important as there are rules and regulations governing them as well. While there is a patchwork of laws and ordinances regulating colors and sizes of containers, all requirements dictate that you use child-resistant containers. Following the rules and regulations relating to marketing and packaging will ensure that your company is set up for success.
Consider your target audience.
An easy mistake that many companies can make is assuming that they sell products to everyone who consumes cannabis. Given how widespread companies and dispensaries are today, you will have to do more than just open your doors. Since customers have access to multiple options, many people have become more discerning and choose businesses that cater to them.
Consider the types of people who will benefit from your products and services. You will find greater success if you take some time to think about your customers, where they live, their ages, and their needs. Based on these details, you can design your marketing and product packaging to speak to your target audience.
Play on what makes you unique.
Once you figure out your target audience, your next step is to consider how you can meet their needs. Whether it is offering specific products or services or creating a unique experience, you will need to determine how you can provide something customers can’t get anywhere else. You need to play on what makes your dispensary unique. You will use this information in all of your marketing and advertising campaigns. Additionally, your product labels should also speak to what makes your business unique. Your success will be in identifying and promoting whatever sets your business apart.
Just like any other business, branding is imperative for your cannabis business. From compliance regulations and packaging standards to the promotion and customer identification, there are many things to consider when creating a successful brand that stands out.
