How To Handle Cannabis Branding The Right Way

With the rise of legalized pot in many parts of America, so too has come the rise of the cannabis branding agency. Like any product on the market, cannabis products need to be built up into recognizable brands that engage customers and earn their loyalty. Whether you are getting ready to launch a brand or want to give an existing one a fresh look, follow these tips to ensure you'll connect with the public.

Lose the Countercultural Reference Now

You don't need a cannabis branding agency in order to fail by using worn-out stereotypes from 1970s pot culture and bad Seth Rogan movies. Those are the hardcore customers who were comfortable buying unusual-looking stuff from unusual-looking guys back in the days when it was a crime to smoke a joint. They don't need to be brought into the market, and if they display any brand loyalty, there's a pretty good chance that they're loyal to a countercultural brand that appeared one minute after weed was legalized.

The market these days is folks outside the counterculture. For example, there's a large segment of the population that's looking for pain management options that aren't full-on painkillers like hydrocodone. When you're trying to build a brand that appeals to that demographic, selling the naturalness of your products is going to get your brand a lot more attention than promising a magic carpet ride of trippiness. In fact, many modern strains of cannabis have been bred to avoid hallucinogenic properties in order to appeal to people who just want medical results.

Be as Diverse as Possible

In branding efforts, companies often want to build a masculine brand or a feminine brand or something else grounded in identity. Unless you have a massive, multinational corporation backing your efforts, you most likely don't have the money to pour into building the "Lady Schick" of cannabis. The younger generations aren't always the biggest fans of products that exclude particular demographics. Try to access as diverse a market as possible with your branding.

Start Getting Social

The best bang for your branding buck is in the social media sphere. If your company isn't already actively posting appealing items on Facebook, Twitter, and Instagram, ask your cannabis branding agency for help setting those accounts up. Develop content that's fun and engaging in order to drive cost-effective social media marketing of your products by customers who want to share with others.

To learn more, contact a company like Highopes.