Marijuana Branding / Cannabis Packaging

In this article I’m using the Cannabis industry as an example but the information here applies to any business and can get powerful results in any industry!

Cannabis is one of the fastest growing new industries. As the industry grows brands have an opportunity to define themselves and as a result the industry as a whole.

Because the space is moving from an illegal black market to a legal market it’s a gold rush with tons of opportunity. As in any new industry, the players that are able to define and establish their brand earliest have the best chance to become industry leaders and stand the test of time.

Investing in branding early is one of the most powerful things cannabis companies can do at this stage.

But what does that look like?

Establishing a brand is more than making a logo and picking colors for your packaging. It starts with the strategy that you’ll use to go to market and then it works to communicate that to an audience.

Brand strategy is developing a plan of how to grow your brand long term to achieve specific goals.

A big part of that strategy is:

Market Positioning

Will you be the most healthy, the most fun, the most on trend or the most approachable in the market? You can’t be all things to all people but if you chose a specific category you can dominate it.

Will you be a high-end product for people who want the best or an affordable option for the price-sensitive consumer. Once you decide on your market fit, good design will communicate that and help capture sales and attention from your ideal audience.

The image above shows how packaging can communicate positioning. The package on the left looks more affordable and approachable while the right looks more upscale and expensive. The product inside could be exactly the same but the branding has positioned them completely differently.

Your brand will communicate a message whether you like it or not. The trick is to be proactive and control that message.