{"id":12392,"date":"2023-03-21T02:24:32","date_gmt":"2023-03-21T02:24:32","guid":{"rendered":"https:\/\/ultimatehealthreport.com\/expert-advice-on-branding-that-lasts\/"},"modified":"2023-03-21T02:24:32","modified_gmt":"2023-03-21T02:24:32","slug":"expert-advice-on-branding-that-lasts","status":"publish","type":"post","link":"https:\/\/ultimatehealthreport.com\/expert-advice-on-branding-that-lasts\/","title":{"rendered":"Expert Advice on Branding That Lasts"},"content":{"rendered":"


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As the cannabis market expands worldwide with new strains, upstart cannabis manufacturers, and many established entities, the need for cannabis companies to differentiate themselves is immediate. The key word is branding, and it\u2019s a lot more complicated than searing a cow.\u00a0<\/p>\n

What is Branding?<\/strong><\/h3>\n

Brand management is crucial for the cannabis space. Evan Berglund is the senior partner at San Francisco\u2019s The Gonzberg Agency. He feels brand management is crucial in the cannabis industry. <\/p>\n

According to Berglund, \u201cBranding is just as important for cannabis as it always has been for other Fast Moving Consumer Goods (FMCG), like cigarettes and soda. In other words, branding is ultimately critical for the product being picked off the shelf.\u201d<\/p>\n

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Evan Berglund is the senior partner at San Francisco\u2019s The Gonzberg Agency. He feels brand management is crucial in the cannabis industry. <\/sub><\/figcaption><\/figure>\n<\/div>\n

Brandon Dorsky, CEO of healthy edibles manufacturer Fruit Slabs, said brand identity should be treated as an intellectual asset. \u201cStart protecting it [from the beginning] and maximizing its value,\u201d he advised.<\/p>\n

The Link Between a Mission Statement and Branding<\/strong><\/h3>\n

Guy Rocourt, president and CEO of Papa & Barkley, believes a cannabis company\u2019s mission statement is an imperative foundation of its branding strategy. \u201cIt is everything,\u201d Rocourt noted. \u201cIt should tell the patient everything.\u201d<\/p>\n

When Rocourt and his co-workers sought to create their company\u2019s mission statement, they contracted an executive coach. They then adopted a system based on the best-selling book Traction<\/em>, by Dino Wickman.\u00a0<\/p>\n

A company\u2019s mission statement should be succinct and \u201ccapture everything you\u2019re about,\u201d said Rocourt. Dorsky agrees. \u201cA mission statement can help in guiding a company\u2019s branding goals, methodologies, and messaging,\u201d he said.<\/p>\n

In a world of \u201ccookie cutter mission statements,\u201d don\u2019t rush the process, says Sara Gullickson, founder and CEO of The Cannabis Business Advisors. She has been recognized by Benzinga as one of the Top 20 Women to Dominate the International Cannabis Space.<\/p>\n

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Brandon Dorsky, CEO of healthy edibles manufacturer Fruit Slabs, said brand identity should be treated as an intellectual asset. \u201cStart protecting it [from the beginning] and maximizing its value,\u201d he advised.<\/sub><\/figcaption><\/figure>\n<\/div>\n

\u201cIn my experience, it\u2019s best to take the time and effort on the mission statement so you\u2019re correctly communicating with investors, the public, and the community you hope to be a part of about who you are and what you\u2019re about,\u201d Gullickson said.\u00a0<\/p>\n

Best Branding Advice<\/strong><\/h3>\n

In no uncertain terms, Gullickson explained her strong support for researching, discussing, and testing different options before settling on a mission statement. \u201cIt\u2019s your backbone about what differentiates your brand from others,\u201d she said.<\/p>\n

Dorsky, a cannabis and IP attorney in addition to his role with Fruit Slabs, urges cannabis entities \u201cto identify their brand before bringing the product to market and begin protecting your brand as soon as possible.\u201d<\/p>\n

Gullickson\u2019s best branding advice is that people involved in the cannabis world \u201cmust be okay doing something innovative and different.\u201d<\/p>\n

She urges marijuana entities to invest the extra time and resources required to create a brand, whether that means hiring someone in-house or another professional. \u201cInvest in your brand to help it properly stand out,\u201d Gullickson added.<\/p>\n

Earning Earned Media Coverage<\/strong><\/h3>\n

Although earned media is free, it does have its costs. For Dorsky, it means participating in the local cannabis economy and marketplace. He also suggested meeting with people involved in the cannabis community, ala \u201cboots on the ground.\u201d\u00a0<\/p>\n

His other methods for receiving earned media coverage include:<\/p>\n

\u2022 Engaging in national and global cannabis conversations<\/p>\n

\u2022 Speaking with cannabis lobbyists<\/p>\n

\u2022 Attending cannabis-related events<\/p>\n

Investing time and effort, as a member of the local cannabis community, to develop and build professional relationships which eventually lead to opportunities for earned media coverage.<\/p>\n

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In a world of \u201ccookie cutter mission statements,\u201d don\u2019t rush the process, says Sara Gullickson, founder and CEO of The Cannabis Business Advisors. <\/sub><\/figcaption><\/figure>\n<\/div>\n

\u201cIn the cannabis world, you have to cultivate flower but also cultivate relationships with the voices that speak for and speak to the cannabis industry at large,\u201d Dorsky said. Rocourt noted he never misses a chance to share Papa & Barkley\u2019s message of pride in developing \u201call-natural, clean, plant-made cannabis.\u201d\u00a0<\/p>\n

Cannabis entrepreneurs should understand that marketing takes time to succeed. \u201cWe are only now reaping the benefits of our marketing change to \u201cefforts [which date back to 2015],\u201d Rocourt said. \u201cIt\u2019s not enough to put THC on a label, and expect sales.\u201d\u00a0<\/p>\n

Gullickson says the novelty of cannabis attracts media attention. However, her two decades working in media have taught her that brands with a compelling story about why they\u2019re different are likely more successful than those which don\u2019t.<\/p>\n

Avoid Branding Mistakes, Like an \u201cOld School, High Ass Approach\u201d<\/strong><\/h3>\n

Gullickson laments branding strategies for cannabis that rely on an \u201cold school, high ass approach to pot. That won\u2019t earn your brand respect.\u201d She also is not a fan of packaging or imagery that \u201csluts the industry out.\u201d<\/p>\n

Instead, she urges people in the cannabis industry to showcase it in a dignified manner. \u201cConsistently demonstrate respect for your brand, too,\u201d she said. \u201cAlways consider how what you\u2019re doing impacts the cannabis community and its overall reputation.\u201d\u00a0<\/p>\n

Speaking like the attorney he is, Dorsky said the biggest mistake to avoid in any business transaction, not just in branding, is people failing to \u201cdocument, document, document. Don\u2019t forget to put it in writing.\u201d<\/p>\n

Dorsky explained, \u201cAny brand identity created by a third party should be accompanied by a written, enforceable agreement signed by all parties with authority to do so.\u201d<\/p>\n

Another mistake to avoid is expecting overnight success in the cannabis industry. \u201cBrand authenticity and credibility take years to build,\u201d said Dorsky. \u201cHowever, it can be destroyed overnight, so it is important for a brand to be committed to embodying its mission, not only in its products but in its culture, too.\u201d <\/p>\n

This article first appeared in Volume 4 Issue 3 of Cannabis & Tech Today. <\/em>Read the full issue here<\/em>.<\/em><\/p>\n

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