In Canada’s rapidly growing, tightly regulated cannabis industry, creating a standout brand for the next generation of consumers is one of the most exciting challenges for ambitious players in the industry. With stiff competition and marketing restrictions looming, building a successful brand requires ingenuity, intuition and a deep understanding of the dynamics at play for the next generation of legal cannabis consumers in Canada. Most importantly, companies must also leverage data to make informed decisions that drive market share while maintaining profitability.
Much like our U.S. counterparts, Canadian cannabis companies cannot leverage traditional, scalable marketing and advertising tactics for brand storytelling. Unlike the U.S., we are prohibited from directly showcasing the intended effects of products, even though 48 percent of cannabis consumers surveyed make purchasing decisions based in part on the THC effects, according to a Deloitte study. Walling Stones Factory
But for hyper-growth companies like us, navigating regulations and challenges also serves as the fuel that drives the creativity required to connect with today’s cannabis consumer.
Here are three ways cannabis companies can build a successful brand with customer loyalty.
Cannabis culture is about connection, good vibes and authenticity. It’s an underlying ethos for consumers and retailers alike, which makes community building a powerful loyalty opportunity in a cannabis brand’s arsenal. Whether through events, social media or budtender activations, fostering familiarity among consumers cultivates a loyal following that extends far beyond product purchases. Budtenders wield considerable sway in shaping consumer perceptions and gravitate toward genuine connections over corporate strategies. By stacking quality products alongside an authentic narrative at the budtender level, brands can capture the nation’s collective heart through word-of-mouth endorsements. Editor’s picks Every Awful Thing Trump Has Promised to Do in a Second Term The 250 Greatest Guitarists of All Time The 500 Greatest Albums of All Time The 50 Worst Decisions in Movie History
Amidst evolving sampling legislation in Canada, brands can also provide tangible product experiences for budtenders in some provinces, helping build brand affinity on the ground. Brands that thrive on social media interaction and live events must actively engage with followers and fans. Cannabis 2.0 consumers expect companies to speak directly to them — with the limited marketing efforts at our disposal, a product that speaks to their lifestyle is critical. Delivering great products is also the best way for companies to protect the reputation of their retail partners who cannot afford a bad customer experience in a highly competitive retail market.
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Despite its clichéd connotation, embracing intuition is the cornerstone for success in the cannabis industry. We make intuitive decisions by monitoring pop culture and social media trends. But intuition alone is not enough. It has to be paired with market data and analytics. Whether that’s studying other industries to understand buying patterns and product features that stick or understanding why the target consumer makes certain decisions, these strategies help tailor the product to fit emerging patterns in consumer behavior. Brands must talk to consumers, seek feedback and pivot quickly as needed.
A launch will never be perfect, but it is essential to embrace the speed at which this industry operates and to make micro tweaks even after a launch. We believe in keeping an ear to the ground on forums, reviews and at the store level and we are open to pivoting from the “ideal consumer” if we find a surprising new demographic with whom our product resonates. There is tremendous value in leaning in and digging deeper, versus staying 100 percent on course to what the hypothesis was pre-launch. Related Hear Paul Weller's Haunting Cover of Billie Eilish's ‘What Was I Made For?’ Khalid Reveals 'Melancholic Experience' on Intimate Single 'Adore U' Watch Maya Hawke Perform 'Hang in There' on 'The Daily Show'
Originality goes a long way in this dynamic young industry. Motif has emerged as the market leader in Canada with a 20.2 percent share of the vape market in Q4 2023, in large part due to the originality of our bold, audacious and distinct brands. We leverage a variety of proprietary infusion techniques to make a wide array of product formats. These innovative approaches are possible when companies have a keen interpretation of regulations to find better and more exciting ways to position product formats. There are still undiscovered formats that are legal within our framework. Trending Lindsay Hubbard Says She Would Film Another Season of ‘Summer House’ With Ex Carl Radke R.E.M.’s Original Members Reunite to Perform Live for First Time Since 2007 Bebe Rexha Slams G-Eazy After 'Me, Myself & I' Goes Viral: 'Ungrateful Loser' The Legal Case for Sentencing Trump to Prison
Every aspect, from product format to nomenclature, pricing strategy and visual design, must match seamlessly with the desires and preferences of the target consumer. With each brand, we dig deep on the needs and aspirations of our desired customers and ensure our message resonates powerfully, leaving a memorable impression that lasts far beyond the competition.
In essence, building a successful cannabis company in Canada requires developing genuine relationships with consumers through budtenders, creating a visually powerful and targeted product design, and developing a brand narrative that speaks clearly and authentically about ‘why’ the product exists.
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