You might be wondering - how the heck do I "brand" my business, when I don't even know what "branding" is.
Well, let's work backwards....
Who do you want to be?
How do you demonstrate who you are to your customers?
How are you going to communicate who you are?
OK, just roll with me here... Branding is more about a long-term ever-evolving "brand strategy".
A great logo is essential, but "branding" is action.
To brand, is to make a mark. Branding is active. Thus, the act of branding requires deliberate action. You control how the public perceives you. How you look, act, feel and deliver contributes to the act of branding your company.
So, the big question is... What do you stand for and what is your mission?
And, what is your strategy for building your brand?
Your brand is the mark you make in peoples minds.
If you aren't memorable, your brand is not effective.
According to Entreprenuer.com, once you've defined your brand - here's how to get the word out.
Get a Great Logo
Write down your brand messaging
Integrate your brand
Create a "voice" for your company that reflects your brand
Develop a tagline
Design templates and brand standards for marketing materials
Be true to your brand
For more info on branding check out Entrepreneur.com
I would highly recommend working with a pro to help you through this process, as it's a bit like therapy.
It helps to have an objective and highly skilled professional to guide you through the journey of self discovery of your future persona.
Hope this helps.
1. Have a Vision
2. Capture Their Minds - - and Their Hearts
3. Create a Look
4. Sell out on your terms
5. Work with people you trust
Jill Krasny from INC. sums up the Apple deal beautifully! read more
As a dispensary owner you have a lot to think about...permits, legal, security, employees, growing great bud and often times the customer becomes an after-thought. "If we build it - they will come" generally works, at least for a while.
When people leave your store - what do they tell their friends? What kind of impression have you left?
Why will they be back? In the long run, how is the customer experience contributing to your brand?
SInce we're talking about YOUR BRAND, have you ever wondered if your name reflects your space? And does your space reflect your name? And more importantly, what's memorable about the experience for your customer?
For more information about the "Customer Experience" contact Pot Shop Designs - or check out this article about Hunting for the Perfect Experience - Dick’s Sporting Goods creates an outdoorsman’s paradise for its new Field & Stream concept
So excited about the flurry of calls that Pot Shop Designs has been getting from Denver dispensaries owners who are expanding their medical marijuana shops to include recreational sales. Several Seattle based dispensaries are also realizing the importance of interior design, pre-construction planning and the need for a solid branding strategy. I was delighted to hear that one client wanted to create a "memorable experience" for his clients and be the Go-To Pot Shop in the market place. That's what I'm talking about!
BRING IT ON!
If you haven't already checked out the NYTimes 6-part series on the legalization of #Marijuana, we highly recommend it. Very insightful on all levels. I was especially interested in part 6 on Regulation. By looking back at how the alcohol industry evolved after prohibition, it gives lawmakers and citizens an opportunity to analyze the future of marijuana laws.
"Lawmakers should not repeat the mistakes they made on alcohol in recent years, taxing it too lightly and allowing the industry to become highly concentrated. (Just two companies control about 75 percent of the American beer market today.)" read more
What's the difference between a household brand and just another product? Strategy. You may not have a gazillion dollar advertising budget... But for just a moment, pretend that you do. As the pot industry grows, you want to stand above the crowd. How would you invest your resources to support your brand?
Marijuana is not exempt from sound branding strategy. In fact, it is more important to be impeccable with your brand than in most other product segments, as this renegade industry becomes more mainstream, each individual store or product will reflect on the overall "marijuana" brand.
Industry leaders stress caution when positioning your dispensary, product or service.
For a more in-depth read check out FastCoDesign article.
6 Branding Lessons from the Pioneers of Weed Design Four experts in cannabis culture explain how to brand a high-demand, once-illegal product.
Pot Shop Designs
Interior Design & Strategic Branding for the MMJ & Retail Cannabis Industry.