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.
Next, differentiate. I don't know how many times I've had people come to our agency and want to build a brand on the fact that they are high quality or they're consistent. There was a time in which that really differentiated you, but these days we call them minimum standards. You have to find something different about yourself, the culture of your business, the place that you're from, the farm that you've grown it from, your process in making it happen, the people that you're speaking to, the audience that you want to motivate, the change you want to create in the world.
These are the things that are going to differentiate you because, right now, cannabis is a busy market place and there are so many brands out there that are basing themselves on the quality of the product, the consistency of their product — they're what. Again, the best way to differentiate yourself is finding and articulating your why.
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