How to differentiate your brand, and why it will bring you new customers
It’s a 420 friendly world. And with that, there are more cannabis brands out there than ever before. More every day. So how do you play to your strengths, and create something that looks, feels, smells, and sounds different than everybody else? Something that sells.
Because at the end of the day, brand sells product just as much as the product itself.
Here are four components to look at when considering the most effective means for brand differentiation.
Look at Your Customer
“You are the people who buy your product.” The old adage is true. Dig into who your customer is and understand their preferences, fears, habits, values, personality and sense of identity. Figure out who is buying your product and why, then figure out where the overlap is between you (as the visionary for the brand) and them. Then lean into the common ground as much as possible.
Come up with a list of unique selling propositions; statements only your brand can make, and think about how to best bring these ideas to your customers. Again, looking at them through the lens of what your customers like and gravitate towards. At this point, it’s not necessary to know how you’re going to do everything. It’s only necessary that you decide on the things you can tell your customer that nobody else can.
Perform this exercise for your main types of customer. Depending on your business, you may have a few. It’s common to look at how your brand speaks to both retail operations, and end users.
Shops have different needs than customers. Consider how to address both.
Look at Your Brand Identity
If you’ve done your due diligence with part one, this is the next step. You’ve got your list of claims, now is the time to put them into action. Analyze the following elements of your brand’s identity, and see if they’re communicating what makes your brand special.
Name:
Naming might be one of the most important things you do. It should say a lot in a little. Make it mean something to you, and to your customer. That’s where the memorable, valuable names are. Then, make sure it’s trademarked so you own it. And nobody else can take it.
Logo:
If you’re a premium product, does your logo feel high end? If you’re a budget friendly brand, does it feel approachable? What is the design telling you? How are the choices you made influencing how the brand is perceived, and how does it compare to others in the category?
Packaging:
Take a step back and consider how your product looks on the shelf. How does it feel when you touch it? Are the colors you’re using distinctive? Does your copy merely state fact, or does it tell a story? All these elements are important when considering the wrapping your product comes in. Every single item is an opportunity to further deliver what makes you special.
Everything else:
Branding is everything. And everywhere. From websites, to emails, to social posts, to sell sheets, to the way you answer the phone. Is it consistent? And is it good?
Look at your community
It’s important to meet your customers where they’re at—don’t make them come to you. Your job is to make it easy for them. Find partners, collaborators, alliances and influencers within your circles to help you out. You’ve done a lot of the hard work, and if you’ve done it right, fans take the work and run with it.
Look at your tools
This is where the spread happens. With strong branding, the materials you’ve created for your product take on a life of their own through the actions of your community. That’s why it’s important to do them right. Think about handouts, merch that people buy on their own accord, events that people talk about, and stickers that get put on the back of laptops. The best brands do their best work when evangelists do advertising for you.
You’ve got the basics down, now take your brand to the next level with a free branding consultation with Woodward Movement.
Join the company of dozens of successful brands under the Woodward Movement umbrella today.