Identity & Brand Development Guide
A great deal goes into the process of building a brand identity in cannabis. Take a look at some of the most pertinent steps we take at CannaPlanners below.
We work with you to define the mission of your brand and the unique value propositions that you have to offer. Unique value propositions are the attributes of the brand that differentiate you from competitors.
Discovery and research involve really diving into the existing market. We will examine:
- Which other products exist?
- Where will your products be sold?
- Who will you be selling your products to?
We hone in on your target customer base and take an in-depth look. Who will be buying your products? Sometimes more importantly, why will they be buying your products?
The better defined your competitors, the better you can build a strategy to outpace them. Therefore, our team will determine:
- Who are your direct and indirect competitors?
- How will the products your brand offers be different?
- What does your brand offer that is unique?
Here, we focus on pertinent areas of engagement. We will work to determine how to talk about your products, and the best ways to engage with potential customers. We will also look at how to engage with potential distributors and retailers who may carry your products.
This strategy can look different depending on whether you are starting with a single product or product line. Perhaps you will be starting with a number of product variations. We will determine if you have a good production process in place for consistent product delivery and if you can effectively scale production to meet growing demand.
How much does product production cost? Do you have the elements in place to support product production? What about container suppliers and manufacturers?
A well-planned budget ensures funding for product development, packaging, distribution, marketing, and potential product line expansions.
Here, we will be looking at how the brand should communicate with potential customers to build brand identity.
Relationships with a distribution chain and retailers get your products in the right places. We will help you find out what types of cannabis packaging target retailers require.
Lab-testing products is critical to establishing a reputable cannabis brand. We look at whether you have secured a reputable testing facility and whether the lab can handle increased volume when it comes to testing your products.
Here, we focus on getting your product compliant with disclaimers, warnings, and design specs according to state regulations. This ensures the products are ready for retail distribution.
Brand name and product name will be determined. Other attributes to determine include:
- Necessary product modifiers, such as strain, flavor, effect, strength, and size
- Display panel call-outs (e.g. all-natural, organic, sun-grown)
- Net weight
- Serving size
- Nutrition facts for edibles
- Producer information and contact info
- Batch info
- Bar code
- QR code
- Product description
Here, we define which elements of content on a product are most important. For example, should brand or product name be more important, or, how important are product modifiers.