Starting a new business is always an exciting challenge. From the initial rush of ideas and developing a product or service you’re passionate about, to thinking of creative ways for it to stand out from competitors. When you think about it, there really aren’t many differences between traditional mainstream businesses and launching a venture in the cannabis industry. That being said, the one major difference that I can’t emphasize enough is that the cannabis industry is becoming increasingly crowded and competitive, with most cannabis brands aiming for a very similar demographic. 

New companies are entering the market every day. Therefore, creativity and innovation are key elements for any entrepreneur wanting to be a successful player in the marijuana business. 

The following tips will help you come up with the best ideas for your new cannabis brand. As always, it is crucial to have good products that satisfy your customers and encourage a positive discussion both online and offline.

DESIGN IS IN THE DETAILS

With so many consumer-oriented and recreational cannabis products delivering roughly the same results, you have to wonder what makes customers choose one brand over another? Whether it is a vape, edibles, sublingual tincture, CBD Cream or dozens of other cannabis-related products and accessories.  As competition increases, the importance of branding grows exponentially. When consumers are faced with multiple choices in the marketplace, basic human psychology tells us they’ll choose the one with the brand they recognize simply because they feel more comfortable and confident buying it.

Product packaging is one of the oldest branding disciplines. Now, the packaging is increasingly becoming a storytelling medium, especially in a nascent industry like recreational cannabis.

Having a good design team and coming up with creative and photogenic packaging can help capture your customer’s attention and entice them to try your products.

Take Canndescent as an example. The company packages cannabis flower and pre-rolled joints in an entirely new way, throwing traditional slang-sounding strain names to the wind and instead of using their packaging to tell a story about how the product will make the user feel or painting a picture of the type of occasion that strain might best accompany.

A great example of this approach to good design is Lowell Herb Co. This Santa Barbara-based company sells pre-rolled marijuana cigarettes, but their vintage boxes are so beautiful they have made their way around the world through Instagram feeds and are now known by cannabis consumers wanting to get a stylish joint.

TARGET SPECIFIC AUDIENCES

Trying to get in front of the competition in a general nice such as cannabis vaporizers is not an easy task. However, coming up with creative products such as Beboe’s Indica Blend Pastilles makes it easier to attract new customers. This doesn’t mean you shouldn’t develop mass-market products, but having something unique in your product catalog will help you get attention and sell your products faster.

Based in the city of San Francisco, Défoncé specializes in cannabis-infused chocolates made with the highest quality standards and premium ingredients. A beautiful design, an interactive website and active social media profiles are powering this brand into becoming one of the leading producers of high-end marijuana edibles in the United States

For both Beboe and Défoncé, having an active presence on social media is a key element for success. Not only is it important to come up with creative products, names, and designs, but it is also vital to be able to showcase them and spark online and offline conversations. 

USE TECHNOLOGY IN YOUR FAVOR

When the development team of Los Angeles-based Grenco Science began thinking of a way in which they could stand out within the hyper-competitive cannabis vaporizes market in the United States, they found out that technology was their best bet. 

While vape devices were widely available in the country, almost all of the required users to manually monitor the amount of e-liquid left in the chamber and refill their device periodically. 

Grenco Science’s GPens have a series of embedded LED indicators which allow users to see both the battery level and the remaining amount of vape liquid in the chamber. Their most advanced device –the G Pen Elite Vaporizer- also includes temperature control and tells users when it is best to begin vaping.

RESEARCH YOUR AUDIENCE

Your first step is to develop a winning brand strategy is knowing exactly who your audience is and defining why they would choose to trust your brand, Take the time to do your research. A few key questions you need to answer are:

  • What is your brand promise?
  • Who does your brand serve?
  • Who are your competitors?
  • What positions do they already own in the marketplace?
  • Can you threaten their stronghold or carve your own?

Once you’ve answered those questions honestly, only then should you move forward in defining a messaging and design strategy that will guide your overall marketing plan. Done right it, the answers to those questions will also give you the information you need to develop a logo, packaging, and other visual and creative elements to represent your brand.

The cannabis marketplace is still fragmented, but already, some strong brands are gaining traction and market share. It’s definitely not too late to develop your unique brand and carve your own niche in the cannabis industry – no matter where your business falls in the supply chain.


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