By Michael F. Carter
Take Some Ideas From The Craft Beer Model
You have a great product. You are sure that some consumers will love your exclusive strains of Cannabis.
Oh yeah… It’s a good idea to have your own strain names so customers know what they are buying. If you want them to know the lineage. Put it in small writing on the package and put your brand name in large writing. You can change your strain names, it’s ok.
1) Your story and your attitude create the foundation of your brand. When there are so many other cannabis strains right next to yours with the same name, how do you stand out? Why should they choose your product over the product in a better package? Does your package communicate your story and support your brand? Have fun with your packaging and show them the attitude behind your brand cannabis. Tell them your story and why they should try your cannabis.
2) Drama and chaos can create priceless viral marketing. Find someone or something to start a fight with. Maybe you want to start a fight with the LCB. Maybe you are upset with taxes. Maybe you are especially upset with the 280E tax. Find a fight that fits your image. Make sure there is a strategy to your approach. Maybe all of your strains are always super tasty. Pick a fight with the products that have no smell. Maybe your products are in black packaging and the consumer can’t see the product. Pick a fight with the sun and how much damage light degradation can affect the product. Make sure to pick a fight that doesn’t paint you in a corner or a box you can’t pull your image out of. It is a good idea not to poke the hornets nest without wearing three beekeeper suits either. Meaning, choose your battles wisely and always have a lawyer on retainer. Do not go after a fight that you know you will lose. And please don’t make the cannabis industry as a whole look bad. You will hurt all of us in the end including yourself.
3) Stand out! Make sure your packaging does not look like the package of your competitor. Get creative with your packaging. Design packaging that will be viewed many times. Such as a box for joints. Maybe a glass jar with your logo on it that they will save and store other product in, that will always carry your logo. Packaging marijuana has many regulations. Make sure you follow state guidelines when packaging your cannabis. i502 law is very clear about the childproof locking mechanisms and many other compliance issues. You should also direct your questions regarding i502 rules to Karen with the LCB / Liquor Control Board. Follow the rules and make your package work for you.
4) Organize together with other Cannabis producers and processors. Create allies. Create groups that support your ideals and beliefs. Start an organization that works together to make sure the cannabis industry survives and thrives as a legal market. Together you will be able to stand up and change the cannabis landscape. Create organizations for i502, amendment 64, measure 91 and many more to come. Did the large price drop in Seattle Washington cannabis catch you by surprise? Do you need to grow your cannabis business on a very limited budget? Are your taxes making it difficult to survive as a cannabis business owner? Find allies in the system and change the rules. Help change the legislature together and build a better more sustainable system for legal cannabis.
Do you have friends that design web sites, build brands, design advertisements, design packaging, publish magazines, do social marketing, design logos, do product photography, SEO, video, branding, design mobile apps, write content, edit content, copywriting, or offer any other service to the cannabis industry? Make friends that will help support the foundation of your cannabis business. Get a logo designed, build your website, set up your social networks and sell your cannabis legally. Ask a cannabis industry professional for help.