As an elder millennial, I’ve been around long enough to watch “pot” become “product.” Today, cannabis brands face marketing challenges that few other categories experience, including differing state-by-state regulations, rigid platform restrictions, expanding audiences, and an increasing number of competitors.
To stand out and establish loyalty, cannabis brands need to think like any other CPG brand. The same consumers who drink Coke over Pepsi or wear Adidas over Nike are poised to prefer a cannabis brand; here’s how to make it yours.
Knowledge Sharing is Caring
Your content should build credibility by acting as a resource. Between medical and recreational use ordinances, first-time (or first in a long time) cannabis consumers, and legal differences at the state and federal levels, many consumers lack confidence when making cannabis decisions.
Brands can earn trust by educating their audience. Include a content block in your newsletter email about any legal updates related to local cannabis regulation, update your website’s blog with articles reviewing different consumption methods, or host IRL pop-ups at dispensaries where consumers can ask questions in a judgment-free zone.
Spark Connection
Speaking of IRL, taking product discussions off channels that are fraught with complicated regulations can allow brands to speak more directly to consumers. Think brand ambassadors setting up tables at dispensaries, virtual cultivation center tours, or exclusive tasting events.
As cannabis continues to enter the mainstream culture, we’ll likely see more collabs like cannabis-infused dining experiences, hospitality integrations, and even fitness or recovery tie-ins. Align your brand with an adjacent industry so consumers see it fitting right into their existing routines.
Find Your Buds
At this time, traditional paid media options are limited, so many cannabis brands opt to leverage influencers to promote products. When brand social media channels are challenged by shadowbans and suspended accounts, influencers can be a loophole. Cannabis brands can invest in influencers to create and share authentic content with their trusted audience, just like any other CPG brand.
Outside of social media, subject to restrictions, cannabis brands can build community through owned ecosystems like email subscriber lists, loyalty programs, and app-based communities. The more directly your brand can connect with consumers, the less you have to dilute your messaging.
Monitor Vibe Shifts
The stigma around cannabis usage remains, especially as loosening regulations open consumption up to a wider audience. From legacy stoners to conscious consumers, commit to an audience and position your brand as the preferred choice.
Like any other CPG, you’re not selling your product; you’re selling the outcome. All energy drinks wake you up, but Red Bull Gives You Wings. Think less “Blissful Wizard vs. OG Kush” and more “will this vape help me sleep tonight?”
The best cannabis brands are building trust through education, investing in experiences, creating a community, and evolving with the culture. The brands that continue to grow in this rapidly expanding industry are the ones that mature into fully articulated brands.