Whether you’re looking to develop a new brand or operate a successful business, cannabis industry survival includes one undeniable fact – reputation matters…here are 5 game changers for the new era.
So you’re looking around and it’s starting to click. The cannabis industry is a runaway train with no looking back. So how do you position yourself to be a sustainable cannabusiness? And how do you remain consistent and stay ahead of the curve? Check out our tips below.
#1 Clean, Consistent Cannabis Branding
What’s unique about the cannabis industry is that marijuana happens to be both fun and medicinal. What other product, natural or not, can you say this about? What other product provides such positive benefits while also being a load of fun?
Branding in the cannabis industry has a ways to go.
While there are companies investing in branding and marketing, most of the branding in the marijuana market leaves a lot to be desired. There is a huge opportunity, right now, to establish your place in the market.
People want to know your brand or product is reliable and well-backed. The best way to portray confidence is to present yourself well. To dress the part, invest time into developing a strong design and branding strategy. [bctt tweet=”It all starts with your story, so start thinking about your higher vision. That’s what will set you apart.”]
#2 Respect the History
The history of the cannabis industry is full of conflict, propaganda, activism and politics. People risked it all to ensure that marijuana and hemp was accessible to all. Where we are today is the sum of all the effort put forth by the change-makers who believed in our relationship with this plant.
Don’t forget about those that came before you, as they are most likely right next to you. The culture of the cannabis community runs deep and a brand’s messaging and business practices reflect its place in the community. Keep this in mind and remain connected to the heart of the culture.
#3 Leave a Lasting Impression
Think of the first impression you can make… Is it the first conversation, when you hand over a business card? Or is it when your client visits your website? Or is it the first time a patient sees your product on the shelf?
Be memorable. Whether its a unique tone of voice, sophisticated branding, or an innovative business model, you should put some effort into making sure your cannabis brand stands out.
Whatever your first impression, make it a good one. Employ high quality designers, photographers, copywriters, etc and you will come off like you know what you are doing. And like you have success written all over you. What builds trust better than that?
#4 Think You Know Your Cannabis Customer?
Cannabis is still dragging around its stigma ball and chain. However, as regulation of the marijuana industry takes place, your customer base expands and evolves. In fact, it may surprise you to know your ideal customer. They could be the neighborhood skateboard geek one minute and a Fortune 500 CEO the next.
Women are typically the lead consumers of household products – including cannabis.
Have you considered Women as your target market? They just happen to make 70-80% of all consumer purchasing, through a combination of “buying power and influence.” (Check out this recent Forbes article for more insights in marketing to women.) The tapestry of weed culture is changing, so target your audience and represent them well.
[bctt tweet=”The tapestry of weed culture is changing – target your audience and represent them well. #cannabismarketingtips #7raysmarketing”]
#5 Let Your Inner Nerd Out
The best way to harbor ignorance is to remain miseducated. Only recently did cannabis enter the general, public conversation in a positive way (mainly thanks to Sanjay Gupta.) Many moderate and conservative people don’t fully understand the cons of prohibition or the medicinal value.
Some people still remember the dark ages of cannabis culture. Ease consumer trepidation by breaking down the science behind your products and the multitude of benefits the plant and the new economy offer. Be easy to understand and help educate those that are not up to speed.
The bottom line?
When it comes to cannabis industry survival, stay relevant and determined. This industry is the fastest growing in the US and the competition promises to be fierce. That being said, make sure to lead with heart as the community is watching, looking for the new socially responsible companies.
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When it comes to cannabis industry survival, stay relevant and determined.
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