The Cannabis Branding, Packaging and Retail Strategy series – CHAPTER 4
Who are we selling to?
When communicating your product’s intent and effects, it’s important to remember that a dispensary is a diverse mix of people, all with different need states, cultural backgrounds, social interests, gender preferences, and opinions about cannabis. While our goal is to specialize and speak to our target consumer, there are some general guidelines we can follow to ensure we are an overall attractive, respectful and informative brand.The wellness consumer vs. the recreational consumer:
As each state evolved their legal access, many cannabis dispensaries transitioned from being medicinal shops to recreational shops with a wellness section. What has resulted isn’t a one-or-the-other dynamic. Instead we have a broad spectrum of products that exist in various points along the spectrum. For you to truly connect, you’ll need to clearly identify where you land on this spectrum.
Your brand marketing is where you first connect with your consumer to educate them about your values and commitment to quality. This is where the brand promise is made. Your packaging is one of your best places to continue that promise through thoughtful educational information.
Make sure you show them the respect of being an informed consumer by providing them with the following tools:
Terpene profile information:
How will this make me feel? What does it taste like?
Strain information:
This is a big one for the weed nerds. What information can you share with your consumer beyond your clever strain name?
Pairing recommendations:
This is a great way to speak to your consumer’s need state. Is this product good for sleep? Appetite? Going hiking in nature? Checking out an art gallery? Creativity? Productivity? Social anxiety? Pain management? Going back to the hero’s journey, this is your opportunity to make your customer the hero of their own lives and use your product to make their life a better, brighter experience.
Basic usage instructions:
Don’t forget that as you grow, many of your customers will be first-time users. Give them the basic information they need to know to consume the product.
Dosage and potency:
While this is legally stipulated, remember that you are asking someone to put a mind altering substance into their own body. With great power comes great responsibility. It’s your job to make sure your customer knows exactly what they’re ingesting, how strong it is and what the recommended dosage is. We’ve lost way too many potential cannabis enthusiasts due to people accidentally eating a strong edible and deciding cannabis is not for them.
Chapter 5
Regulatory Compliance, Trademark Law, and Creative Freedom
The Cannabis Branding, Packaging and Retail Strategy series
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