How Cannabis Brands are Connecting With Today’s Consumer
Cannabis is moving into the mainstream spotlight with a quickness. Just look around: It’s taking on a more subtle and sophisticated look, one that has national appeal and rivals leading consumer brands.
Here at Chiefton, we work with leading businesses to meet the rapidly evolving expectations and needs of the modern cannabis consumer—and we also help build meaningful, “sticky” experiences that foster long-term relationships. If you’re looking to set yourself up for success, here are three ways top cannabis brands are connecting with customers to take their identity to the next level:
Think Big and Think Mainstream for Cannabis Branding
Cannabis is going in the direction of national legalization; make sure to build a brand that is recognizable and franchisable from state to state. People may want to shop local, but they want products with broad appeal and brands that are genuine and real. Something recognizable in Colorado may not resonate with a consumer on the East Coast. You don’t want to revisit your branding and be hampered as you scale your business beyond a local presence. Think like Nike or Adidas as you build your brand platform.
From a design perspective, the aggressive and super-obvious prints of the past are cashed out. The early days of cannabis fashion were heavy handed; we’re getting away from in-your-face graphics and the eponymous big green leaf.
People want to be able to choose when and how they show their love for cannabis. At Chiefton, we bring smarter, more sophisticated design skills to our clients and collaborators. We’re weaving nature, animals and other “hidden in plain sight” elements into a range of shirts and other merchandise that feature inconspicuous nods to cannabis that people can comfortably wear in public.
Give Customers an Experience and a Chance to Educate Themselves
Cannabis brands have a dual opportunity to generate additional income and build a relationship with consumers by thinking beyond a certain product line. In delivering a branded experience for the consumer that is meaningful, professional and educational, you not only generate more sales and profit, you turn customers into brand ambassadors who take your message to the streets.
The longer people stay in your store, the more they’ll spend. Think about ways you can more effectively utilize your square footage for in-store experiences. Education is more important than ever—how can you help a customer feel more confident and comfortable about their intended purchase? Your displays and packaging are canvasses to convey information. Many people (and especially the tourists) have no idea what’s available and how a product can benefit them personally. This is your opportunity to become a trusted resource and connect them to your brand more meaningfully.
In addition, think about how can you diversify your product line. What merchandise can enhance your customer’s shopping experience? There is other income to be made beyond consumables, with better margins and price points, and merchandise lasts a lot longer. Your customers will have a better experience, and you’ll make more money—a win-win.
Connect With the Eco-Conscious Consumer
There’s a large market of customers looking to spend their dollars on products and brands that are friendlier to the environment than most mainstream offerings. And one of these socially conscious trends involves sustainably produced hemp fiber.
It’s one of the most durable textiles around. It uses significantly less water and land to grow than cotton and is anti-fungal, anti-microbial and anti-bacterial.
At Chiefton, we’ve consciously moved over to using organic hemp fabric blends in all of our apparel and are focused on educating people about hemp and changing perception about the modern designs possible with this textile. Our hemp products are available online through national retailers such as Tillys. People can wear their hemp gear with pride and we can all help save the planet, one shirt at a time.
For the next generation of cannabis branding, the future is limitless—we are excited to illustrate how cannabis can help make this world a better place, and to help the businesses and brands behind it make their mark for good.