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.
The next is to resonate. This really has to do with finding that target demographic, that target audience. If you're starting a new cannabis brand, you may want to have old people and young people and have every different walk of life and different demographic. Everybody's going to love my brand!
You know what the problem is with that? If you're everything to everyone you aren't something to someone. When you're something to someone then you resonate with that person. You believe in the same things, you like the same culture, you value the same things in life. And when that person finds a brand they resonate with, and you work on the same frequency, you've created harmony with that customer. That harmony becomes the fabric of loyalty and loyalty is long term devotion in fandom within your customers.
So don't be afraid to pick a niche market. If you're going to go for the elderly market, speak to them. If you're going to go for that REI outdoor shopper or if you're going for the whole foods shopper — that's a little broad. Rather find people that are into yoga, find people that are into outdoor sports, find people that have pain that they want to have fixed. If you resonate with the target demographic, they will be loyally yours.
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