The following is a transcription from the stage at Green Flower Summit 2018 (paywall) where Zack Darling (CEO of The Hybrid Creative) explains his 10 steps of cannabis branding in today’s competitive market.
10. TELL YOUR STORY
And, finally, tell your story. Your brand story is so valuable. It's this narrative that talks about who you are. Now, if you look through successful brands, their Instagram, other social media, you'll see there's a story there. There's a culture within that company, the people that are working there, the smiles, the customer experiences. They're all routes, once again, from that why, from that purpose. If you can tell that story through a beautiful narrative, through powerful words, through articulation from a higher place that shows respect to that target audience, you're going to find that they'll retell that story. Your customers are going to tell the stories to other people and your employees are going to share it and, if your message is motivating and strong, it will continue to live a life of its own.
Well, as I said before, if you're starting a new brand in this highly competitive marketplace, it's vital you get it right from the beginning. You never get a second chance to make a first impression. Entrepreneurs: we need you and we need you to get it right. With these steps to building a strong cannabis brand, I hope you take them to create your own version of success. Thank you.
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