Branding and marketing are all about having a distinct voice, a unique perspective, a creative direction—and above all, consistency. But most importantly, you have to know your audience… especially in cannabis. If you think your target audience is anyone who smokes weed, you’re only a fraction of a percent right. What types of smokers are they? Are they moms looking to relax after a long day? A graduate student hanging out with friends on the weekend? Or an elderly person looking for pain and stress relief?
If you’re clear on who you’re talking to and how to speak to them, the rest will fall into place. It’s not just about what you say—it’s about how you say it and how you present yourself visually and emotionally to create a real connection.
Too often, cannabis businesses get caught up in flashy visuals instead of strategic storytelling when it comes to branding and marketing. It’s time to change that.
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Trope Saturation vs. Distinguished Brands
Take the classic cannabis tropes: the pot leaf logo, the neon green color scheme, the graffiti-style font. None of these things are inherently bad, but they’re overdone. They’ve become the default, which makes it harder for any one brand to stand out.
Naming is another area where companies struggle. For instance, many cannabis brands use “Green” or “Canna” in their name. No offense, but at this point, those words are everywhere. It’s like this quote from The Incredibles: “If everybody’s a superhero, then nobody is.” If every company is “Green Something” or “Canna This,” then none of them feel distinct.
Location-based names are another trope. How many cannabis brands are named after their area code or a regional landmark? In Vermont, for example, everything is “802” or “Green Mountain” something. The problem is that these names might make sense locally, but they don’t build a lasting, relatable (or scalable) brand.
At the end of the day, successful cannabis brands aren’t just selling a product, they’re selling a feeling, a lifestyle, a story. And the brands that break out of the predictable tropes are the ones that truly connect with their audience.
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The ROI of Killer Branding
Building a case study around something as subjective as branding or design can be tricky. You can’t exactly say, “This logo increased revenue by 800 percent,” because branding doesn’t work that way. But what I can say is this: when a company starts with nothing and works with a branding expert to build a fully developed, extraordinary brand that helps them do what they set out to do in the first place—that’s immediate value.
The ROI isn’t just a number. It’s the fact that the cannabis business now has a brand. They can put it on their website, on their packaging, on their storefront. They can finally start selling. Branding is the foundation for business growth.
Creativity + Strategy = A Holistic Customer Experience
How do you integrate SEO, website development, and digital marketing to create a holistic strategy for clients? I like to break it down into two key areas: acquisition and retention.
For acquisition, it’s all about grabbing attention—building fun, shiny, and engaging digital experiences that draw people in. Whether it’s a beautifully designed website, strong SEO, or eye-catching digital content, it’s important to focus on creating things that look great and make people want to engage.
On the retention side, it’s about keeping them there—maintaining a strong brand presence and user experience that keeps people coming back. Think of it like this: we’re managing the vibe, both digitally and in the real world. A brand isn’t just about looking good; it’s about feeling right. And when everything clicks (SEO, design, marketing) it creates a seamless experience that not only attracts people but keeps them connected.
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Fostering a Loyal Customer Base
Loyalty is crucial for every business, but in cannabis, it’s especially important because consumers are still figuring out which brands they truly connect with. The market is young, and many customers are exploring their options, testing different stores, products, and brands to see what resonates with them.
The reality is that not every cannabis company invests in marketing, which means those that do have a huge advantage. Loyalty marketing is all about continuing the conversation after a customer leaves the store—through email, text, or other personalized touchpoints. It helps businesses stay top of mind, understand what’s working, and build real relationships with their customers.
Beyond just sending out general messages, it’s vital to build smart, strategic loyalty flows. This includes things like:
- Birthday emails & personalized offers: Simple but effective ways to make customers feel valued.
- Post-purchase follow-ups: Engage customers 10 days after a transaction to keep the connection alive with a special offer.
- Sales & event communications: Promote discounts, special events, and product drops.
One key lesson I’ve learned is that if you overdo sales-heavy messaging, unsubscribe rates go up. Customers don’t want to be bombarded with promos. They want value. That’s why it’s important to emphasize educational outreach, community involvement, and engaging content. When customers see that a dispensary is actively investing in its community (not just pushing products), they’re much more likely to stay loyal.
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Advice for Balancing Marketing Creativity & Strategy
The harsh reality is that cannabis marketing isn’t going to get easier, and regulations aren’t going to lighten up any time soon. Meta is still going to keep removing cannabis-related accounts. Google will still make you jump through weird black-hat hoops to get ads approved. And even if something shifts at the federal level, big ad platforms aren’t suddenly going to embrace cannabis dollars overnight. They’ve historically avoided “taboo” industries like alcohol and tobacco, so I don’t see that changing anytime soon.
That means brands need to focus on organic visibility such as SEO, loyalty marketing, and brand-building efforts that don’t rely on paid ads.
If you want to stand out, you need a strong brand, a clear voice, and consistent messaging across all platforms. The brands that get this right will have a huge advantage as the industry continues to evolve.