Once you’ve defined your Unique Selling Proposition and have begun to think about how you will visually convey this unique awesomeness to your target audience, it’s time to build your cannabis brand, and most importantly, use your beautiful branding properly.
Remember your branding is not a set-it-and-forget-it component of your business!
However, if you focus on a few simple but impactful brand boosters, you can easily continue to strengthen your image in the community and reach the right audience with your messaging.
Start with simple things like keeping your business cards up-to-date and visually aligned with your brand’s values and promises. Make sure your employees are aligned with your unique awesomeness and acting like living advertisements for your company.
Make sure that all of your signage, whether it’s a banner outside of your dispensary or collateral at a trade show, is up-to-date and relevant. Your signage conveys an instant message about your business, and if it’s boring, then it’s not going to have an impact. It is also important to make sure that the visuals on the signage — the colors, the font and the spacing between your logo and business name — all match your original branding guidelines.
Additionally, if you own a dispensary, you may consider using what’s known as “branded wall wraps” to add another layer of brand consistency to your retail locations. These wraps can work as an easy brand booster for the exterior of your store by helping to draw in street traffic that may not have normally known about you, helping prospects and patients find exactly where you’re located and solidifying your brand within the community. When used in the interior of your store, these wraps can give your shop a more official feel while creating a memorable environment for your patients and customers.
Another easy brand booster is your email signature. If you have a tagline or hashtag that you’re using in your marketing efforts, it’s really helpful to have them in your email signature as well. Many business owners use a mini version of their logo in their email signature. This is a great way to visually remind your prospects and customers who you are and why you’re awesome.
Of course, your social media efforts are massively important when it comes to boosting your brand, and the best part about social media is that it’s FREE! Remember that you want to actively engage with your audience on social and avoid over hyping and over selling. Get creative here! Your audience wants to connect with you. Start by thinking deeply about what your brand means and what your brand’s promise is to your customer; brainstorm some creative ways to convey that promise to your audience without just spewing promotion after promotion.
Last-but-not-least is your WEBSITE! Take a look at your site, what does it say about you? What does it say about you literally in its copy? To have the most impact on your audience, you will want to make sure that your website is easy to navigate, easy to read, and most importantly, that it reflects your beautiful branding and your brand’s promise to your customers.
Another thing to consider is whether your site is responsive or works on mobile devices. It’s 2016, and if you’re not aware of the impact of mobile devices, it might be time to do some homework.