Branding Elements of Cannabis Industry

In recent years, we've seen some big shifts in attitudes towards cannabis. Scientific research and medical studies have shown that this incredible plant, used for centuries all over the globe, can truly offer some extraordinary health and wellness benefits.

In response, we've seen a rise in the usage of medical marijuana and products like CBD oil, with many other cannabis-derived products hitting store shelves and being sold online. This has led to the cannabis industry becoming one of the fastest-growing in the world.

It's only natural, therefore, that many entrepreneurs are joining in on the action and starting up their own cannabis brands, but in order to be successful in this increasingly competitive scene, you have to put a lot of effort into key aspects of your branding like logos, company stories, and cannabis packaging.

Create Value for Your Customers

In this day and age, customers want to know more about the values and philosophies of the brands they choose to buy from, and they can find this out through effective branding and marketing. There are certain brands out there that have proven to be very strong in this aspect.

Certain beauty product companies, for example, will center their branding around natural themes and images to demonstrate their passion for nature and protecting the environment. Other companies will have branding styles that demonstrate their commitment to quality and purity in their products. You can take inspiration from these kinds of companies to create and demonstrate your own values for customers to connect with and relate to.

Define Your Mission & Vision

Before you set about choosing brand logos and deciding what sort of packaging you'd like to ship your cannabis products in, it's very important to take the time to focus on what your company's actual mission and vision really are. This is the stage when you'll plan out the key aspects of what your business is driving towards, and this can be so helpful later on when building your brand.

Ask yourself questions like “Why was this company made?” and “What sets us apart from the competition?” Truly investigate the reasons behind your brand's existence. Do you want to help more people enjoy a wider range of cannabis products, for example? Or are you all about purity and quality, aiming to set a new standard for the cannabis industry? Whatever your mission is, don't simply treat it as an afterthought; make it a part of your brand's identity.

Prioritize Packaging

Packaging is becoming increasingly important in many industries, and cannabis packaging standards have started to evolve and adapt in order to match the trends and suit the needs of today's consumers. So it's absolutely vital for any brand that wants to succeed to take packaging seriously, as it can truly be just as important as the products you sell when it comes to appealing to customers.

Of course, the first thing to focus on is making sure that your packaging complies with all rules and laws, as you'll usually need to state certain pieces of information like THC or CBD content. After that, you can focus on style and design. Try to make sure that your packaging is consistent with your brand, without feeling the need to completely cover it in logos and colors. Opting for eco-friendly, easily recyclable packaging is a great move to appeal to today's eco-friendly market.

Have a Memorable Logo

Many business owners make the mistake of thinking that a logo is all you need for successful branding. This simply isn't true, and there's much more to branding than a good logo. However, we still cannot underestimate the importance of the logo, as some of the biggest companies on Earth have managed to develop logos that are instantly recognizable to millions, if not billions of people.

Think about some of the most memorable logos you know. Examples might include the Nike 'Swoosh', the Target symbol, or the Apple logo. You may notice that they all have one thing in common: simplicity. Don't over-complicate your logo design, as this will just muddle your overall brand messaging. Try to choose something clear and fresh, with just one or two colors.

Tell a Story

Another great tip for new brands and established brands alike to try and incorporate into their branding is the concept of telling a story. Increasingly, today's consumers like to feel a connection with the brands they buy from. They want to know how your company was founded, what drives you to make the products you make, and what sets you apart from the rest.

Having a narrative that ties your branding together can be so important. This means that you shouldn't simply pick a random logo or slogan, without any rhyme or reason. Try to think of something that is actually relevant and special to your specific business.