Staying True to Your Brand in a Changing Cannabis Industry

On July 1, 2023, Maryland residents 21 or older can legally use and possess a “personal use amount” of cannabis under the state’s new recreational use law. As of 2023, the transition from strictly medical cannabis use to adult recreational use has occurred in 20 states across the United States and will likely continue on this trajectory.

With the legalization of recreational cannabis use in various states across the United States, the cannabis industry is rapidly changing. Legalization presents opportunities for these brands to serve a much larger audience, including medical patients and recreational consumers.

This progression from medical cannabis to adult recreational use led us to pose the question to our marketing thought leaders at Planit:

“How can you stay true to the brand and audience you’ve built while evolving with market changes?”

Here’s what we learned.

Stay True to Your Brand
Your brand’s purpose and beliefs drive everything, including creative and advertising.

“A brand must stand for something to build a meaningful presence that matters,” says Executive Creative Director Jed Jecelin. “To become a preferred choice in people’s minds, stay true to your brand’s purpose and beliefs while adjusting to a dynamic environment.”

Leverage Your Brand Equity
Your brand voice, mission, personality, and values are all part of the equity you’ve created over time. This should not change just because the market changes; instead, build upon it.

“Whether you’ve built a medical audience through a scientific and simple voice or a whimsical and transparent voice, use that to build your recreational audience, too. What you say may change, but how you say it shouldn’t,” encourages Matt Ryan, Senior Copywriter.

“There will be new freedoms in what you can say in a recreational market, and you should 100% flex to fit them, but don’t let that detract from what’s always been true to your brand,” Ryan continues.

Expand Your Social Media Presence
Due to federal restrictions, cannabis brands face social media challenges, including removals, restrictions, and even page shutdowns if they don’t follow the rules. Therefore, a comprehensive social media strategy focusing on education and community with your customers is the key.

“You cannot be a sales product-pusher in 2023. Instead, you must evolve your social strategy to be more human and relatable. Your brand will be your most powerful asset if you want to grow and evolve WITH the cannabis industry,” explains Social Media Account Director Emily Hough.

While offering the greatest engagement, the Meta channels (Facebook, Instagram) tend to be the most restrictive on cannabis brands. In contrast, channels such as YouTube, Twitter, and Reddit have embraced cannabis culture to varying degrees.

As a cannabis brand on social media, you must prove what you have to offer your community. “Focus on contributing value to your audience, reaching medical and recreational users, and building relationships and rapport with your audience(s),” notes Emily.

“Furthermore,” Hough continues. “An email strategy is a critical component of your omnichannel marketing strategy, which ensures you don’t lose an audience if your social media channels are shut down. Encourage your social media followers to sign up for your email list, and provide additional incentives.”

Embrace New Opportunities
“The road to becoming a meaningful brand is littered with brands that have died because they became inauthentic to the exact audiences that would have been their biggest fanatics had they remained true to themselves,” says Jecelin. “The evolution of the cannabis industry presents opportunities to grow, but don’t be so ambitious that you forget who you are.”

Cannabis brands must keep pace with the industry changes, particularly with the legalization of recreational cannabis, which is rapidly transforming the market.

Cannabis brands can overcome challenges in a rapidly changing market by staying true to their purpose and beliefs. The opportunity to leverage their brand equity, expand their social media presence, stay connected with their audience, and seize new opportunities in the evolving market will serve to build strong relationships and become the preferred choice among consumers.