Manufacturing Authenticity: Branding in the New Age of Cannabis

 “You got that OG Kush?” Today’s consumers are far more knowledgeable about strains and products than in generations past.

Just a few short years ago before the tide towards legalization, back when weed was still very much prohibited, your ‘guy’ was lucky to know the strain let alone the farm your grass came from. You’d have been stoked if you were getting Northern Lights or OG Kush, and probably not so concerned with the cultivation window and whether the farm repurposed its water.

Today, we’re watching a very exciting market evolve before our eyes. A world where consumer expectation and niche marketing have accelerated branding in the cannabis world from a cottage industry of no-name farms to a global race for market share by brands introducing new strains and stories at a record pace.

Looking at historic moments in certain industries like the end of alcohol prohibition, modern day marketeers are flexing their skills in creating authentic brands built on provenance and artisanal grow processes, while others focus on consumer habits like dose management and specific effects, this new world of ‘manufacturing authenticity’ is a case study for the ages.

In a massive wave of new product introductions, the cannabis market is being flooded with players both old and new, looking to quickly establish their brands as either legacy players or inventing themselves from scratch. In fact, branded cannabis products have seen tremendous growth from only 19% of sales being branded in 2014 to 44% in 2018.

Source: BDS Analytics

Now brands are coming up sharing their farm history and legacy, growing habitat and genetics, and telling stories catered to a new discerning class of customer. Beyond traditional weed smokers who are now open about their lifestyle choice, brands are seeking professionals like you and me who have different tastes, lifestyles, method of consumption, or care that the products we buy and consume are organic and certified, family run, and others.

In many ways, it’s similar to the multitude of brands that came to market following alcohol prohibition. Legendary distillers like Evan Williams, Elijah Craig, Jim Beam, and Pappy Van Winkle re-made a name for themselves once legalized and today, 80 years later, these OGs are still in play. Yet, in addition to a new world of marketeers, micro-distilleries, global brands, and consumer tastes, more brands have joined the market from the small batch trends made popular by Knob Creek (a brand in the Jim Beam family) to world class competition in distant lands, like the amazing Yamazaki Distillery in Japan.

Just like alcohol in the 30s, the cannabis industry is awakening to a market of very enthusiastic customers, and just like then, the stakes are very high. The OG’s like the Marley Family to Jack Herer, Josh D to Willie, and Snoop, along with countless great new brands like Old Pal, Korova, Brother Davids, Weekenders, Island, Sunday Goods, just to name a few. And this list doesn’t include the technology players (eaze) or dispensaries (MedMen) or holding/MSOs (Canopy Growth) of the world that are also building massive businesses and using branding expertise to get them there. 

This new wave of cannabis-forward brands is just touching the surface, and the players that are really getting serious have a creative style all their own, having zeroed in on their authentic voice and a reason for being. Cannabis companies that are taking branding seriously, have great origin stories, cater to a specific audience, and are diving deeper, some using analytics and research to crack the market.

Differentiating and focusing in on an ownable aesthetic and audience, today’s brands are manufacturing their presence in a new world of cannabis friendly customers who seek brands that speak to their lifestyles and habits.

A master-class of brands that are taking the market by storm:

●  Canndescent, one of the first brands targeted for women utilizes a high-design, high aesthetic, Hermes-inspired look and approach. They recognized the female market as the fastest growing sector and quickly focused on approachability, and nuanced creative that was recognizable, with a language that de-stigmatized the category.

https://www.instagram.com/canndescent/

●  Lowell Farms, has an artisanal, old-California style, named after an original Hemp farmer that fought the good fight way back in 1909. This brand not only focuses on organic farming practices, but owns an authentic story and heritage, which caters to the underdog made hero, a masculine yet approachable quality, every touchpoint harks to an old-world long past yet very recognizable and warm. Clearly they found their footing as they enjoy a 35 percent market share in California, and are opening the nation’s very first Cannabis Café this week.

Instagram: Lowell Farms

●  Dosist shook the cannabis market by zeroing in on one of the biggest roadblocks stopping new cannabis consumers from even trying the product; fear of dosing control. Knowing that there wasn’t a product that could properly manage dosing consistency Dosist deployed a clean white, minimalist look and feel, so Apple-esque, that the quick association to technology and trust was instantly established. Now recognized as a leading cannabis brand focused on technology in consumption, they are introducing a whole new audience to the world of cannabis, and like Apple, they’re lighting up the market.

Instagram: Dosist

●  Level Blends, its founder earned a PhD and is its Chief Scientist, they are passionate about the genetics of cannabis and specifically the discovery and cultivation of rare cannabinoids that produce high-quality and specific experiences. The brand’s approach to “focused output” and feelings, as well as its ‘tabs’ that resemble breath-mints has a very interesting approach that will lead the way in the non-smokable category.

Instagram: Level Blends

●  Sherbinskis, a San Francisco native brand that’s become a cult-classic due to the founder’s early days in medicinal marijuana and co-ops, his love and devotion to the alchemy and genetics of the cannabis plant, and ties to old cultivators and new ballers has given this brand some significant cred. This company breeds and cultivates some of today’s most coveted strains such as Sunset Sherbert, Gelato, and Pink Panties to name a few. But his brand’s aesthetic is a street style approach that’s been compared to SUPREME, which is not an accident. Making a high quality product first and foremost, followed by a branded style that’s sought after, this teams cracking codes by creating a brand you want to talk about and an identity you want to wear.

Instagram: Sherbinskis

Brands like these and many others show us how to take high-quality products and creating differentiation by masterfully having their own authentic voice. They unabashedly know their audience and how to inspire them to buy, all while manufacturing a sense of authenticity that will take some to household name status.

As analysts are already projecting over $20B in US cannabis sales, and in the next 5 years projecting $45B globally, you can’t just slap together a logo, add basic packaging, build a simple website, and expect to stay in the game. The stakes are higher than ever, consumers are becoming more knowledgeable, and branding will be a massive differentiator.

Remember, basic branding includes:

●  You must understand your company, products, and ethos. Why are you here? What are you doing that makes you special?

●  Customers buy the why, not the what (or the how). Why should customers care about your brand?

●  First impressions are only the beginning. How do you plan to keep your story and name top of mind when someone’s buying? Yes your creative is tight, but is it hitting the mark?

●  You need to understand your audience. What is your customer looking for? How do you want them to feel when holding, and talking about your product?

●  You must also understand the competition and trends. Knowing what the market’s doing is critical to product development and messaging. Zigging when others zag, being ahead of the curve because you know the market better than anyone.

As the industry continues to grow, the race to create high-quality products will become table stakes, it’s branding and messaging, and an authentic reason for being, that these early stage players in the new global commercialization of cannabis are making a name, and winning market share and sales.

This cottage industry is on the verge of becoming mainstream, so getting your story dialed is mission critical, from seed to shelf every part of the value chain is being disrupted, see CannaVu's CannaScape for an active view of current players.

Knowing how to market your message can mean the difference from dying on the vine to physically going up in smoke with some of your loyal customers. After all, that’s the point isn’t it? 

The cannabis industry is changing on a daily basis and I love it! What other cannabis brands are doing it right? How are brands standing out? What's a trend and what's going to stick around? I'd love your thoughts and comments. Connect with me here on LinkedIn and let’s keep the cherry glowing.