By Wendy Rall Volume 4 Article 5
Branding is a hot word in the cannabis industry. As we near the end of 2016, we see the image of cannabis being elevated. Emerging new marketing and branding firms are replacing “psychedelic” images of old, with sophisticated images, elevating the overall image of cannabis.
Established design firms are crossing-over into the cannabis industry. So what does this all mean? This means that new brands are on the scene, and the wise owners of these companies are taking the competition seriously. Cannabis is no longer viewed by all as a recreational drug. More people are accepting this plant as a medicine with so many benefits.
When cannabis was gaining exposure and popularity in the 1960’s and 1970’s, there was a “stoner image”. This image was not reputable. Let’s take the classic movie “Cheech and Chong”. These guys were stoners. The movie focused on the recreational party side of this medicine. Now, decades later, Tommy Chong is running a cannabis brand with an upper-class visual brand image.
Years ago in the medical market, the brand identities of many edible products were not professional looking. Tie dye images and “pot leaf” clip art was widely used with a simple font and no real logo. Now, with the competition growing daily, cannabis brands are realizing that a quality brand image is necessary in order to stay ahead of the competition.
Many existing companies are looking at their brand image and considering to rebrand. Rebranding is an option to consider when your image looks outdated, unprofessional, or does not accurately convey the desired image for your product or service.
There is professionalism in the American cannabis industry. Whether you are starting a new brand or looking to elevate the image of your existing business, knowledgeable and creative designers are at your service.