Cannabis is a new industry in a unique position: there's already a pre-existing consumer base made up of people who used marijuana recreationally prior to its legalization. As a result, there's a great opportunity for brands to scoop up eager customers. But there's
Customer trust is key in any industry. It's achieved through transparency, a backstory that is authentic to the company, uniformity throughout all
As Peter McDonough, one of the world's leading consumer brand and marketing experts, explained to Cannabis Business Times: "I think it's critical for a brand to create a foundation of trusted quality and safety assurance. This is particularly true within the cannabis and CBD market sector." He added, "I think it's critical for the brand to make an emotional connection with its consumer target and provide the consumer with social currency. But that is secondary to the importance of the brand proposition being delivered in a safe and reliable way."
Communication, then, is key. One track to take to building trust is through simplicity. As explained in
Take, for example, White Label Liquid Inc. (OTCMKTS:WLAB). Their website is elegant in its flow, with text, images, and video being holistically presented as visitors scroll downward. The language of the copy is simple, communicating effectively that within 14 days, White Label can provide customers with whatever custom flavors, labels, or products they want.
White Label touts that it has
Cohesion is key. Cannabis Industry Journal drives this point home: "Design must align with your brand. When consumers sense a disconnect between the brand identity they've come to identify with your business and the packaging design for your products, it creates discomfort. But packaging that is in line with (or expands upon) the brand identity consumers have come to know will create comfort and trust."
Similarly, Bloom Farm's, a manufacturer of vaporizer pens, was able to successfully make use of these principles to set their product apart from the competition. To achieve their goals, Bloom Farms brought in Pavement, a Bay Area-based design
"The customer base for medical marijuana often includes first-time buyers. Our aim was to design
Trust is also important because word of mouth is one of the most common routes for building a customer base. As McDonough explained to Cannabis Business Times, "consumers consistently cite that the most important influence in their decision to try a new brand is when it's stimulated by the recommendation of
It should come as no surprise that McDonough believes that a brand's failure is rooted in its inability to generate trust. "I think the simplest answer is that failed brands most often involve some aspect of failing to build consumer interest and trust. If you make a relevant promise to consumers and your product is compromised by either inconsistent quality or lacking performing versus your brand promise, the brand will never be successful in building a sustained consumer franchise."
McDonough's words aren't just good advice for businesses, they're good advice for people as well. The fact that "just be yourself," is a cliché is