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.
6. DON'T SLACK ON CREATIVE
Next don't slack on creative. I can't tell you how many times people have come to us and they've been farmers and they've spent all their time and effort on building out their cultivation facility and building that warehouse and getting it all set up and putting in the sprinkler systems and getting their compliance together and buying that license. They're chugging through their project and they're about to have a ton of flower ready to be put in — oh wait — we've got to get our creative going! We need a brand! We need our packaging!
There's a brand brawl coming to the cannabis industry and the people who are going be winning that brand brawl are the ones who have invested the time and the energy in building a powerful brand. And just as much as your product and your warehouse and your extraction facility and everything that you've put into actually creating the product itself is important, building out the ethos and the spirit of that brand and the design in the look and the feel and following the steps is just as important. Don't wait till afterwards because you're going to be sitting on a lot of product, waiting for it to be filled, and waiting to build that brand out. They have to happen simultaneously so, beautifully, when you finally are harvesting that product and finishing those extracts, you've got your packaging and your branding and your messaging and your marketing and your website all coming together at that perfect pinnacle point of launch.
Contact us if you are interested in Zack Darling speaking at your event.