You’re familiar with the concept of branding. You know big corporations like Domino’s Pizza and Burger King have done it. But, companies like these are high-dollar operations. Are you wondering how branding applies to your cannabis business?

For one thing, these corporations are successful. Experts have proven there is a strong link between successful business practices and aggressive branding. You might say branding is the heartbeat driving every thriving business.

As a small business person, you must brand yourself. Personal branding symbolizes the person behind the business. Anytime you can grab your customers emotionally because they believe in the principles of your brand, you’ll enjoy greater sales.

As you know, satisfied customers are loyal customers. Your mission is to ensure people know you, trust you, and like you. A pretty tall order, you say?

Let’s take it in baby steps.

Defining your Brand

First, take a hard look at your service or product and decide what makes you different from your competitors. This may help – what can you tell Suzie Q. public about your product or service that would make a lasting impression?

How can your product/service meet her needs? Will it save time? Is it easier or faster? Is it better quality than competitors? How will it make her life better?

Nobody ever said this process was easy. The Big Boys have an entire creative department looking out for their interests. Domino’s made it by offering delivery in 15 minutes or the pizza is free. This slogan is their brand promise.

Your brand is the first and last impression prospective customers make about your company.

Creating Your Brand Promise

So, while you can’t compete with the Big Boys on their playing field, you can make a powerful brand promise and stand behind it. Your brand promise must be reality-based. In essence, it needs to touch potential customers on a subliminal level. They must believe you are the ONE they can’t get along with and that they wouldn’t dream of going anywhere different.

Listen to what your customers are saying. Look for the “because” in what they tell you. When you can define that your customers turn to you “because”…, you’ll have found yourself a strong brand promise.

You will have promises to keep. Ensure you keep them. Developing your positive business integrity goes a long way in attracting loyal customers.

Creating your Logo

Once you’ve defined what your business is about, you will need to design your business logo. It will serve as the graphical image of your small business. Do you want a picture or words or both?

Your logo should be attention-grabbing, and recognizable and convey your business philosophy.

Choose colors carefully. You will use them on your business cards, website, and promotional material. The most powerful logos are not cluttered. Some say the logo represents the heart of the business.

You may want to engage professionals to design your business logo.

Pinning Down Your Target Customers

You can’t sell everything; you can’t provide services for everybody. Pediatricians cater to children only. Cleaners don’t sell clothes, they clean them. Italian restaurants don’t cook Mexican food.

You must identify your target customer base and direct your marketing efforts toward that demographic. Never lose sight of the impact you’ll make by appealing to your target customer base on an emotional level.

You can do it! Just make a list of “possibles” and sleep on it. You may wake up with a clear vision of your target customer base.

Branding your Online Presence

In today’s market, a business website is non-negotiable. Your website is the online equivalent of the brick-and-mortar store. However, it reaches out to the entire world to attract global business. Your e-commerce products/services are available 24 hours a day, 7 days a week. Now – that is about as exciting as it can get!

Social Networking – Enhance your small business brand by creating a profile on social networking sites such as: Twitter, Facebook, MySpace, and Linkedin.

Blog about it! Potential and existing clients enjoy getting practical information in their e-mail. Attaching your blog to your website appeals to people’s curiosity. Before you know it – voila! – you will attract new customers.

Your web presence enhances the reputation of your small business. Your professional website enhances your brand and inspires customer loyalty.

Bottom Line

Be mindful, that your brand image defines YOU. Your brand promise generates customer expectations. By meeting or exceeding customer expectations, you will attract advocates who will help spread the word about your brand.

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Studio 420 is a cannabis and psychedelics creative agency specializing in branding, UX/UI design, web development, ecommerce, and digital marketing solutions. We offer a variety of services to ELEVATE your online web presence.

Contact our Denver, Colorado office for a no-obligation, project cost analysis at 303-653-9855.