CBD Branding & Marketing For Newbies
The Importance Of An Effective CBD Branding Strategy
With 2020 in the rearview mirror and as we look forward to 2021, it’s safe to say that the CBD industry has grown exponentially in past years, becoming one of the most lucrative business opportunities for entrepreneurs all over the world. But when it comes to CBD products, developing a company that distinguishes itself from the rest of its competition is virtually impossible without a well thought out branding strategy.
So here’s the golden question… how do you build an effective branding strategy that directly connects to your customers’ emotions and needs, while complying with the industry’s laws and regulations?
Although lacking the psychoactive ingredient (THC) that causes the marijuana “high” sensation, cannabidiol branding and advertising are still facing a variety of restrictions with both paid advertising and non-paid promotional tactics. And since we know sustaining a profitable company can be challenging, in this article we’ll discuss the ins and outs of CBD branding.
Keep reading if you want to know how to generate mass brand awareness, without creating brand assets that could violate guidelines, laws, or regulations.
Core Benefits Of Having Exceptional CBD Branding
So what makes CBD branding effective and what can it really do for your business? And more importantly, what makes the difference between CBD brands that are doing well, and those that are struggling to make ends meet?
Simply put, branding helps build a unique identity for your company, which helps you achieve your business objectives. While marketing tells a company’s story in the best way possible, and to the right audience, branding builds that story using elements such as logos, business cards, webpages, direct customer interaction, and so on.
CBD branding and marketing are both critical. But by building a strong brand first, you ensure the effectiveness of your marketing strategy. In addition, good branding will:
- Improve brand recognition by allowing your audience to identify your business easily and quickly.
- Increase trust among your existing community. Especially when it comes to supplements, most customers engage better with companies they already know and identify with.
- Increase your company’s financial value.
- Help you attract new customers through word of mouth. Customers that are happy with your brand will be happy to refer it to their friends and family too.
The Key Elements Of CBD Branding
The first step CBD marketers and entrepreneurs need to take when starting their CBD branding strategy is to move away from the association with cannabis and "getting high." Most users have turned to CBD not in search of the “getting high” but with the hope of finding a hemp-derived product that may help them soothe pain and anxiety.
Once you have determined your brand’s identity and the message you want to share with the world, you can continue by focusing on the following elements:
Brand PositioningHow is your brand’s personality different from its competitors? Where does it live in your customers’ minds? According to Kotler and Keller, brand positioning is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”.
Brand PromiseThe brand promise is the value or the experience your customers can expect to receive every single time they interact with your CBD brand. Just make sure that you don’t make medical claims though as this can cause issues for you and your brand.
Packaging & DesignA crucial aspect of your CBD branding. The packaging is not only used to keep a product safe during transport but to also promote your business and products. The packaging is the way you present yourself to the outside world, which is why it needs to be professional-looking, visually pleasing, but also functional. You want to have that “wow” factor and give your customers an incredible unboxing experience. A few ideas to get you started:
- Create a professional box design
- Use unique packing material
- Think about product presentation
- Consider giving them a free sample
- Add a touch of personalization, like a handwritten note
- Include important inserts, and discounts for their next purchase
Logo DesignThe logo is the face of your brand. By using font, color, and composition, a good logo needs to visualize a company's brand identity and be able to express its essence at first glance.
E-Commerce StoreThe goal when developing your online store is to create visuals and content that drives traffic to your business. We recommend a streamlined, modern, and minimalist aesthetic that targets discerning consumer groups.
Content CreationFor those looking to launch or rebrand a CBD product in 2021, the good news is that the creative door has opened wider than ever. The past few years have greatly pushed CBD’s social acceptance, making a place for a more light-hearted content approach.
Social Media ManagementWhen it comes to CBD branding, social media is one of the best ways to reach your target audience and to legitimize your products. Although social media platforms are considered casual, it doesn’t mean you relax your effort in your content. Make sure all your posts are engaging and visually pleasing, so as to attract new followers.
Final Thoughts On CBD Branding
CBD branding and advertising can be tricky if you are not armed with the right information. But once you understand all the ins and outs of this extraordinary industry, you can weather any storm and rise above your competition. We hope you found the above information useful and if you are interested to discover more interesting facts about CBD you can check some of our other articles too:
Introduction to the Endocannabinoid System and CBD
CBD Explained: Full Spectrum vs. Broad Spectrum vs. CBD Isolate