BRANDING CANNABIS: BUILDING BRAND LOYALTY
BRANDING CANNABIS: BUILDING BRAND LOYALTY
In 2023, weed isn’t just weed anymore — it’s a lifestyle product that millions of consumers use to showcase their personal identities.
Gone are the days of stigmas, when consumers were not fully aware of the plant’s numerous wellness applications. Today, cannabis has become one of the most sought-after consumer products, especially during the pandemic, with Gen Z, millennial and Gen X consumers making up nearly 75% of sales growth in 2020.
With the legalization movement accelerating and new states joining the club, the next few years could make or break some of the biggest names in cannabis if they do not focus on building brand loyalty.
Below are a few steps to follow when developing your brand in this growing industry.
1. IDENTIFY YOUR TARGET AUDIENCE
To best serve your customers, you have to know who they are. Not only does it help you streamline your product offerings, it also allows you to craft your marketing messages and give those customers the best possible experience.
Ask yourself:
- Who are they and what are their needs?
- What do they do?
- Where do they live?
- What are their ages and interests?
- How do they get their information?
- How do they communicate?
- What pushes them to make purchasing decisions?
- What are their biggest objections to using your service or product?
2. DIFFERENTIATION THROUGH DESIGN
As the cannabis industry grows, so does the demand for unique branding, yet more and more cannabis products and services that are appearing on the scene are starting to look the same.
The look and feel you choose will depend on your core identity and the kind of clientele you believe your product aligns with. Are you health-focused? Organic-looking? Modern? Luxurious? or simply eccentric?
Most branding elements revolve around graphic design; how you handle your logo, website, store decor, social media presence, content marketing, product packaging and more directly influences what kind of customers you attract and how excited they are to do business with you.
3. CONTENT MARKETING & STORYTELLING
Because of fear and stigma, the cannabis industry isn’t starting from an even ground like other industries would when marketing their products. Creating that emotional connection through storytelling helps to combat stigma with facts in a compelling way.
The customer journey starts and ends with content. No matter what kind of brand or business you have, you will always need a story to tell. You should use storytelling not only to entertain your audience but also to inform them by sharing your mission, values and brand messaging. The more you can specify what makes your products special, the more of an engaged and loyal customer base you will have.
The power of storytelling is especially evident when it comes to marketing cannabis, which has a very enthusiastic consumer market. Much like any other group of consumers, cannabis buyers desire personal connection with the brands they purchase from. It’s more important now than ever before to emotionally engage your customers with a story.
Brand loyalty is the secret sauce to winning the cannabis market share war in the long haul. In MUTA we specialize in helping cannabis brands stand out the right way, while playing by the rules for cannabis marketing. Contact us for a free consultation!
