Por Andr Concourd
Marihuana. Cannabis. Herb. Green. Ganja. Choose the name that best suits you to mention the company responsible for being the protagonist of a market that will generate a global turnover of US$105 billion by 2026, according to Prohibition Partners. When we look at countries like Canada, the United States and the Netherlands, we find an extremely heated market with astronomical growth potential. Furthermore, many of these countries already have brands with different proposals and positioning.
Although there is already a market for the use of marijuana medicinally, access to products is still restricted to a small portion of the population. Barriers such as the price to carry out a treatment using cannabidiol, to the prejudice that still surrounds this entire category, mean that the construction of cannabis brands in Brazil is moving at short pace.
Still, we can say that it is a rising issue, and that it has gained relevance in recent days due to the decriminalization of its use on national territory. In a possible legalization of medicinal use in Brazil, how will the branding and advertising market face a possible explosion of brands with this theme?
CHALLENGES
Brands that operate in this sector need to communicate within a market that is still emerging, so there are few references. At the same time, this is an opportunity to create and occupy this place.
The Mexican palette effect is back
As they see a heated market with high chances of profitability, many will try to break into this category by creating their own cannabis brands. Just like the Mexican palettes fever, many will try to be the pioneers in this race for participation in a market full of opportunities. This possible boom in new brands could be the category’s own problem, a flood of brands without a well-defined purpose or positioning making it difficult to perceive value and differentiation.
I think I’ve seen you around. Or was it another brand?
As a consequence of the above problem, an explosion of new brands can result in a complete saturation in communication. With logos using the classic 5-leaf plant, color palettes that will not stray from green, photographic styles featuring cool young people and content editorials that easily tend to fall into the category’s commonplace, we will probably face a wave of brands that could be confused with each other. This will be the result of neglect on the part of those who wish to enter the sector without understanding the importance of building brand pillars that help build value.
Don’t judge the consumer by the cover
Unlike many categories where we can map the consumer through some behavioral biases or preferences, when talking about cannabis, this veil is a little more complex to remove. Gone are the days when we could define that marijuana users fit into “hippie” stereotypes. Currently, the range of personas for a cannabis brand is very wide. The interests, motivations and behaviors of cannabis consumers are vast. Here, there is another huge challenge for brands in calibrating key messages to not only reach a certain audience, but also generate a connection with their audience.
TO HAVE ON THE RADAR
Be open to different positions, but choose who you want to reach
In a scenario with so many players born suddenly, wait for the right moment to deliver a brand with a value proposition that is unique and truly relevant to the end consumer. What is really important to convey in a cannabis brand’s messages? Does a brand with a younger, more relaxed personality, which speaks through memes and uses relaxed communication, make sense? Of course yes, after all, most young people connect through this style of communication. But we have to remember that we are dealing with a very serious subject, so on the other hand, bringing information about extraction, scientific data and chemical components of the process can also be relevant for those who are more skeptical. However, doesn’t a very complex communication with difficult terms make this equation even more complicated? There will be room for both brand archetypes, but one thing is certain: be it the skeptical person who needs to be convinced that they can reduce their pain through the use of CBD, to the connected young man who shares cannabis content on his social networks, both will belong to the same category.
Be the little red dot in the middle of the green ocean
Differentiation and relevance: some of the most coveted requirements when we talk about branding and building a strong brand. But why is it so difficult to be different and relevant? Brands that understand their role in this world become different from the rest. In a category that may be dominated by cliché and outdated elements or by an extremely rigid and medicinal place, bringing an authentic proposal will be no less challenging, but without a doubt, much more fun and successful. Study the market, understand the opportunities and recreate a perception that was never imagined a cannabis brand could capture.
Now that I know you, can I trust you?
Being different is crucial to becoming a strong brand, but that alone is not enough. We will deal with a sector that requires some layers to be removed before gaining loyalty from a new audience. Be it the breaking of the prejudice of those more conservative, to the doubts that will inevitably have to be resolved for those who want to become consumers, but are afraid about the effect of the medicine and its effectiveness. Far beyond awareness and recognition, reputation and credibility become the true attributes to be achieved when it comes to a cannabis brand.
So, ready for the new today?
*Andr Concourt founder of Gilda, a branding and communications studio.
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