What is branding? Your “brand” is composed of experiences customers can expect when they deal with your company. That can be anything from your website and brochure to your office décor to the way you answer the phone. Many small businesses assume that branding doesn’t apply to them and that it’s only for the Nikes and Coca-Colas of the world. Reality check: If you’re not managing your corporate image, who is?
This goes double for businesses operating in the cannabis industry. Cannabis has a perception problem. Years of bad press and government demonization have left many legitimate businesses struggling to achieve respectability in the industry. That is where branding comes in.
Their perception is your reality. At no time has this been truer. It is important that your legitimacy as a business resonates with your marketing materials and your business ethos.
Whether the customer’s first experience is through your website or the business card that you hand out at an event, that first impression isn’t one you can get back. Professionally designed and branded marketing materials tell potential clients that you value your business and that you are serious about the product or service you provide. If your corporate image is sloppy and unprofessional, why would someone trust you with their business?
Look at branding efforts as an investment. What’s the old adage? You have to spend money to make money? Well, the only thing more expensive than hiring a professional is hiring an amateur. You are really good at what you do. If what you do doesn’t include graphic design and marketing, then put down the mouse and step away from the computer.
Too often businesses that try to create their own marketing materials fail to understand the true benefits of hiring a professional. We have clients who come to us and say, “Oh, I just designed it on my computer and printed it in the office.” That’s when we start to cringe. Poorly designed materials will damage your brand—and that can have far-reaching consequences. It can affect your ability to get new customers. It can affect your ability to charge the rate your services are worth. It can affect your ability to have the business you dreamed of.
Add to this the choppy, ever-changing waters of the cannabis industry and you have a recipe for disaster. Find an experienced firm that specializes in navigating those waters and let them guide you in the right direction.
Monica Jones is the owner and president of Bud Branding 3D Studios. Bud Branding helps businesses grow their influence and brands. As a cannabis marketing firm, we begin with a thorough analysis of your needs and partner with you to develop and execute a marketing plan that will help you navigate the complicated marketing waters of the cannabis industry. To learn more about how Bud Branding can help grow your business, visit us at www.bud-branding.com or call 212-491-7318.