You have a great idea for the cannabis industry, or a new cannabis product and you want to share it with the world. The good news is the world wants you to share it. What you may not know is all of the intricacies of branding your idea or product so that same world understands what and where and why it exists. It is easy to settle into the pitfall of communicating your brand to the wrong audience. Another big pitfall is that it is a big world out there, and the imagery and name you have in mind are likely taken. For these reasons and more you might be considering hiring an agency. They have the expertise and experience to clear these hurdles, and it’s what they love to do. If this is you, then here are five things to look for to make sure you hire a cannabis marketing agency that really rocks.
There are agencies out there that focus entirely on cannabis, and there are agencies that work for whoever walks through the door. No matter who you choose, they need to understand the peculiarities of the cannabis industry and an agency that does everything will charge you more for the research required to work for you. You would be wise to hire a cannabis marketing agency that has at least worked for other cannabis clients so they have some experience and knowledge of our world.
Meet with potential agencies first. Are they sure of themselves without being arrogant? Can they show you a breadth of professional work and tell you why they do what they do? Can they tell you about how they accomplished certain goals for past clients? If so then you can be assured that they know what they are doing, and they won’t be afraid to tell you when their expertise surpasses your wishes. Nobody needs a yes-man when it comes to branding.
Creativity is actually problem-solving. It is not the science of aesthetics and making things pretty. Although, I would argue, that a problem solved well is almost always very good looking. Every business has its challenges and every brand has it’s own challenges as well.
Creating a brand that is unique, and stands out from the crowd while being a part of the crowd is a difficult challenge, to say the least, and it requires a large amount of problem-solving creativity to get through it.
This goes hand in hand with creativity, and any good agency is good at design. Again, design is not the same as art. Design is about function first and art can be functional or just pure form. Design is never pure form, it is always about the function first. Does the poster do the job of letting people know about the event? Or is it hard to read? Does the logo say who you are and what you are about at a glance? Or is it bland and hard to connect with?
It’s really easy to ignore tried and true methods of communication in favor of the new and exciting. Startup businesses don’t always have a ton of money, and It takes a fair amount of temperance and experience to be able to make a decision between a trade show booth or a website when the marketing budget can’t afford both.
A really good cannabis marketing agency will be able to discern between old and new forms of communication and tell you what will work best for you regardless of the fad of the day.
About the Author
Jesse Barney is the Founder and Creative Director of Honeycomb Creative, a marketing firm specializing in brand identity systems and websites for cannabis clients. He creates function-first designs that help businesses effectively communicate their stories and reach their goals.