The Science of Branding

New cannabis facilities are faced with deliberate challenges and opportunities often denied or neglected in other industries. this industry truly provides an opportunity for a business to start from scratch. a highly competitive market demands businesses to stand out to consumers. greenway magazine talked to some of the leading marketing minds in Missouri to get their thoughts on how to stand out.

What makes a company not only stick in your mind but convince you to buy their products?

Greenway Magazine talked to some of the leading branding professionals in the state and industry, picking their minds about how facilities can stand apart. Missouri’s market is regulated – but not so regulated that there will not be stiff competition for patient loyalty. This feature is one in a series that will continue online at mogreenway.com – exploring packaging, marketing, compliance and regulation, and more.

Mio is a consumable branding veteran, working with products from soda-to-coffee-to-liquor and beyond.

Paradowski has been trusted to serve clients from Monsanto to Laumeier Sculpture Park.

Canna Advisors specializes in the cannabis industry and offers a suite of business services to ensure compliant messaging.

Branding can make or break a company – and Lisa Jordan, VP of Marketing at Canna Advisors, says consistency is a common theme – as well as compliance with branding and marketing regulations. After all, the coolest brand in the world isn’t so cool if it cannot be legally used.

Paradowski’s Director of Project Management Tim Pickett and Creative Director Steve John told Greenway that there are many lessons new facilities can take in branding.

“Tone deafness and reliance on stereotypes breaks a brand quicker than just about anything,” John said. “What ‘makes’ a brand is telling a compelling story to an interested audience. That story has many parts but it’s always empathetic, engaging and badge worthy. What a brand says about itself is important, but what’s more important is what a brand says about the person choosing to purchase it and wear it like a badge. ‘This is me’ is what you want people to say as they buy your product. ‘I believe in what they’re saying,’ AND ‘what’s important to this company is what’s important to me.’ Great brands know this and do all they can to let the world know who they are and then encourage people to join their tribe.”

Branding and marketing is a huge industry now, far beyond the ability to hire someone’s cousin or niece to make a logo. Missouri’s creative industry is booming with talent in each corner of the state. An unrealistic approach to brand identity may cost businesses more in the long run than whether or not they’re first to market. Patrick Gaffney, Creative Director at Mio in St. Louis, broke down the professional value of cohesive branding.

“The short answer is—branding is vitally important for any product or company that will interact with customers,” Gaffney said. “Why it is important will vary depending on who you ask. At Mio, we look at branding as the strategic communication that will stoke emotions, feelings, and sentiments amongst current and prospective customers. Branding is grown from a collaborative process amongst visionaries that have an idea for a product and the conceptual creativity that brings the idea to life in the eyes of the consumer. We ask, why should the customer care? Then we collaborate to help companies develop compelling visual and written communications to answer this question and create a relationship between consumer and brand.

“First, it is important to understand a brand is more than a physical entity. Sure, there are physical aspects to a brand, but how a brand presents itself is equally important. How people think and feel about a brand is important. In a sense, the brand is in the hands of the public, and however, a company can influence these sentiments is how we help our clients.”

“Branding is essential to attract attention to your product. It’s the opening handshake to a lifelong relationship,” Paradowski’s John said. “Strong and effective branding stands out from the crowd and elevates itself above the noise and sea of sameness. It’s a beacon that attracts interest and builds a relationship that carries on long after purchase. The strongest branding turns consumers into influencers who then carry the banner of your brand forward.”

You wouldn’t trust a surgeon in open-toe shoes and a Hawaiian shirt while prepping for surgery – and branding is just as intentional as any other outfit any professional may wear. It’s your product’s first impression. At the end of the day, branding is the company’s face.

“Branding is especially important in cannabis since all companies and products are ‘starting from scratch,’” Jordan of Canna Advisors said. “Establishing a strong brand identity is critical — from day one of considering starting a product line or company. Starting strong with an integrated branding approach will help drive brand awareness and ramp up sales.”

   

Branding seems complicated when assessed from a 5,000-foot view, but Gaffney breaks down the process.

“At Mio, we deploy a multi-phase approach to branding with strategy as a cornerstone to brand development. Working closely with the company stakeholders to answer specific questions that will establish brand positioning and communication strategy is a key first step. We ask questions such as, what does the brand stand for? How do we want consumers to think and feel about the brand? What competitive advantage is inherent with the brand?

“Brand positioning is such an important first step because it defines how the product or service will appeal to a unique customer target. It presents the product benefits in motivating terms, stands out from the competition and can be sustained over a period of time. The positioning can personify the brand and identify, who am I, why do I exist and why should the customer care?

“Once a solid brand position is established the company and marketing partners can be aligned to move forward with a comprehensive plan for all marketing and brand activity. At this phase, the following key elements will be established: brand essence, core values, positioning statement, key selling proposition, brand tone, and brand voice.

“Only after these core factors are developed can any customer-facing items be created. At this phase, the plan may include, the plan may include: logo exploration, tagline exploration, new brand visual identity guidelines, print collateral and advertising, social media planning and content creation, website planning, and development, paid digital media planning and activation.

So, who’s done it right? Greenway asked the professionals what companies inspired them and who nailed it.

“The 1906 brand of edibles has done a great job of building an integrated brand — from their packaging to product names, to the tone of their promotional materials,” Jordan of Canna Advisors said. “They clearly know their target audience and surround them with consistent products, images, and messages.”

“Canndecent has created a beautiful, luxurious brand with clear communication about what a person can expect from their product,” Gaffney of Mio said. “They focus on the effects with the clear and clever question ‘how do you want to feel?’ followed up with stunning product design and high-quality lifestyle photography.

“Dosist is a brand that is truly inspiring,” Gaffney said. “A company with a unique product, clear brand positioning, and stunning communication strategy. They focus on touting specific benefits of their products and communicate these benefits in a clear, beautifully designed package. Branding can lead, define, reject, or propel design trends – a theme that is not unique to cannabis. However, substance and clarity are required for a brand to withstand trends.

“At the highest level, the trend is bringing best practices from ‘traditional’ branding into cannabis,” Jordan said. “Low end or stereotypical branding won’t cut it anymore. Successful brands are using sophisticated, integrated branding practices and taking time to understand their target customers. No skimping or cutting corners. Research, naming, professional design for logos and promotional materials, and packaging all play a part in building a cannabis brand — just like they do in any other industry.”

Just rejecting traditions isn’t enough for good branding – Paradowski’s Steve John says, it’s also necessary to reject stereotypes – something that is a win for the industry as a whole as perceptions change regarding marijuana itself.

“The biggest challenge is fighting the war of misinformation and in some cases lies that surround cannabis,” John of Paradowski said. “Additionally, designers and agency types tend to fall into tired old ‘pot’ stereotypes when exploring branding. This isn’t the time to treat cannabis like a joke. This is a rare moment when leaders treat cannabis with the sincerity and honesty it deserves. Cannabis is a legitimate form of treatment for many illnesses. It’s time that the branding reflected this approach. Does that mean it can’t be light, fun and bring a smile to a consumer’s face? No. But to paint the entire category with an extended ‘pothead’ joke is a huge mistake.”

Beyond the intentional need to stand out, Mio’s Gaffney says regulation presents an interesting challenge – from packaging to warnings.

“Any regulated product comes with unique challenges that are imposed by the regulations,” Gaffney said. “This is somewhat obvious, but not to be overlooked. Creative development can pose challenges in that, as a designer, it is so damn fun to work on these brands, that sometimes there are too many good solutions.”