Six Ways to Build a Successful Cannabis Brand

By Bjorn Wallman
Published: March 27, 2018 | Last updated: December 8, 2021 12:24:09
Key Takeaways

These days, you need more than a solid product to compete in the cannabis market; you need to build a brand. And just how do you do that? Bjorn Wallman has a few tips.

To build your cannabis brand, you need to constantly interact with your audience. It’s important to provide channels that attract and capture new customers, as well as engage with existing customers. But how do you do that? Here are six things you can do to build a successful cannabis brand.


Become a Hub of Information

Fresh and engaging content is the cornerstone of a successful cannabis brand. Publishing blogs and articles will give your brand something invaluable: a voice. But to become a hub of information, you need to consistently create, curate, and distribute content. This will entice and engage your audience and help drive profitable customer actions.

Unfortunately, not enough cannabis brands consistently create fresh content. And you know what? It’s a shame because it’s really not that difficult. All you need are simple updates, whether you keep it short and sweet with 250-500 words or go for more in-depth pieces of 1,000-2,000 words.


Customer Education

Consider the following: Stop selling products. We know it sounds counter-intuitive, but if you focus your efforts on educating prospects instead of selling, you’ll expand your user base significantly.

When you use content to educate your prospects, you provide value to them. However, be sure that the information you provide is relevant, useful, and digestible. You can create blogs, infographics, checklists, and guides; just make sure to use images (original if possible), videos, and other media. In turn, this will do wonders by stimulating interest in your brand!

Engage with Social Media

In this day and age, we’re all aware of the power of social media. The list is large and growing larger: Facebook, Instagram, Pinterest, Reddit, and more. However, are you making the most out of it for your cannabis brand?


From a pure marketing perspective, social media is an opportunity to engage with consumers directly. Your goal is to become relevant to your audience’s lives, whether that’s a commentary, a conversation, or via multimedia engagement. You see, your target demographic is on one or multiple social networks. And if your brand isn’t there interacting, you’re missing out on a world of opportunities.

Finally, the amount of data you can collect is astounding. For example, you can get demographic information about the age, gender, and interests of your followers on Facebook. By posting a video, you can get information on who watched it and what their demographic profiles are. This information used to be expensive and time intensive. Not anymore.


With social media savvy at your disposal, you can reach new customers, build a relationship with them, and gather data from followers. All of this while you gain attention, traffic, and sales.

Reputation Management

Cannabis brands of all sizes can benefit from implementing reputation management. In a world full of savvy consumers, more of them do research before choosing a brand.

Unfortunately, we see the following too often: After investing in marketing, branding, and display design, cannabis brands still lose sales due to poor reputation management. The fact is, users will post product reviews, comment on your blog, and talking about you on social media.

With the rise of social media, sharing opinions about brands is easier than ever. Reputation management involves monitoring search result pages and online mentions. This will help mitigate any potentially destructive mentions about your cannabis brand. By staying in the loop and managing online reviews for your dispensaries, you can ensure the reputation of your cannabis brand.

Connect with Local Customers

This is something that cannabis brands can easily overlook. One of the most effective things you can do to succeed is to connect with your local customers.

Local marketing helps to target the community around a cannabis business. An easy way to boost visibility and SEO and drive traffic to your business is to use Google My Business and local business listings. Did you know that 72 percent of consumers who did a local search visited a store within five miles? Or that local searches lead 50 percent of mobile visitors to visit stores within one day? Well, now you do.

Count on Video

We’re sure you’ve noticed, but most online audiences tend to have short attention spans. One of the trends we’ve noticed in the past year is a surge in the popularity of video content. What better way to capture the attention of somebody in our hyperkinetic world?

Creating, curating, and distributing video content will help to build your cannabis brand. Consider the following facts: 78 percent of people watch videos online at least once a week and 55 percent watch videos online daily. This goes beyond blogging or explainer videos. Instead, consider the potential of Snapchat, Instagram, and Facebook Live. The potential is boundless.

We hope you found this article useful. Oh, and don’t keep this information to yourself. Be sure to share this with your family and friends.


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