When California legalized recreational cannabis in 2018, dispensaries rushed to market with bright green logos and big, leaf imagery. Today, those same businesses are discovering their early branding decisions might be holding them back. The cannabis market has transformed dramatically — what worked in 2018 is now outdated to sophisticated consumers who can choose between dozens of premium brands.
Maybe you’re facing a similar challenge. Your early branding served its purpose, but now you’re watching newer competitors capture market share with their elevated aesthetics and messaging. Or perhaps you’ve outgrown your initial market position and need a more versatile identity.
Before rebranding, you’ll need to weigh the risks and potential rewards. A strategic rebrand can revitalize sales, attract new customer segments, and position your business for expansion — but a poorly executed one might confuse loyal customers and waste valuable resources.
Should You Rebrand?
Before diving into a rebrand, evaluate whether your business is ready for this investment. Here are clear indicators that it’s time to consider rebranding:
- Your sales have plateaued despite market growth: If you’re maintaining the same customer base while watching competitors expand, your brand might be the limiting factor. Check if your current positioning attracts new customers or if it’s primarily serving early adopters from your launch days.
- Your packaging looks identical to competitors: You’ll spot dozens of black boxes with gold trim in any dispensary. If your products blend in with everyone else’s, you’re missing opportunities to catch attention at the point of sale.
- You’re expanding beyond your original market: What works in California might fall flat in Massachusetts. Different regions have distinct cultural nuances and consumer preferences. If you’re planning multistate expansion, your brand needs the flexibility to resonate across diverse markets.
- Your brand attracts the wrong audience: Perhaps you launched targeting budget-conscious consumers, but your products have evolved to justify premium pricing. On the other hand, maybe your clinical, medical-focused branding is turning away recreational consumers. When there’s a mismatch between your target audience and who actually buys your products, rebranding can bridge that gap.
- Regulatory changes have restricted your branding: Some states have introduced stricter packaging regulations that affect your brand’s visual expression. Rather than just making minimal required changes, use this as an opportunity to refresh your entire brand strategy.
- Your brand no longer reflects your business: If you built your brand around a specific product or category that’s no longer your primary focus, it’s time to realign your identity with your current business model.
6 Steps To Rebranding Your Cannabis Business
If you’ve determined rebranding is right for your business, it’s time to map out your transformation. The following steps will guide you through the process, from initial research to launch and beyond. Each phase builds on the previous one, so resist the urge to skip ahead — even if you think you know what your new brand should look like.
1. Start With Research
- Audit your current brand performance: Review sales data, gather customer feedback, and analyze social media engagement. Which products perform best? What do customers love about your brand? Where are you losing opportunities?
- Study your competition: Visit dispensaries as a customer. How do your products look on the shelf? Which brands catch your eye? What positioning territories are overcrowded versus untapped?
- Define your new direction: Based on your research, identify where your brand needs to go. Are you moving from medical to lifestyle? Budget to premium? Local to national? Document your strategic shift.
2. Build Your Strategy
- Define your position: What unique space can you own in the market? Write a clear positioning statement that captures what makes your brand different and better for your target audience.
- Craft your story: Why does your brand exist? What impact do you want to have? Your brand story should resonate emotionally while feeling authentic to your company’s values.
- Set clear goals: What specific outcomes will make this rebrand successful? Set targets for measurable metrics like sales growth, market share, and brand awareness.
3. Create Your New Identity
- Develop your visual identity: Work with designers to create a distinctive look that sets you apart. This includes your logo, colors, typography, photography style, and packaging design.
- Find your voice: Define how your brand talks to customers. Are you educational? Playful? Premium? Create guidelines for tone and messaging across all touchpoints.
- Design your packaging: Balance standout shelf presence with regulatory compliance. Consider sustainability, cost, and scalability in your packaging decisions.
4. Plan Your Launch
- Create an asset checklist: List everything that needs updating: packaging, website, social media, sales materials, retail displays, uniforms, vehicle wraps, etc.
- Set your timeline: Work backward from your target launch date. Consider production lead times, especially for packaging and retail materials.
- Brief your team: Everyone from budtenders to executives needs to understand and embrace the new brand. Create training materials that explain the what, why, and how.
5. Execute Your Rollout
- Start internally: Launch to your team first. Give them time to understand and embrace the changes before facing customers.
- Update digital first: Refresh your website and social media presence. These changes are the quickest to implement and help build excitement.
- Roll out physical assets: Coordinate the transition of packaging, retail displays, and other materials. Consider a phased approach to manage inventory.
- Communicate clearly: Tell your customers why you’re rebranding and how it benefits them. Use social media, email, and retail displays to share your story.
6. Measure and Refine
- Track key metrics: Monitor sales data, social engagement, customer feedback, and other measures of success you defined earlier.
- Gather feedback: Ask your customers and retail partners what they think. What’s working? What needs adjustment?
- Make tactical adjustments: No rebrand is perfect at launch. Be prepared to refine based on real-world performance.
Each phase requires careful attention to detail and often benefits from expert guidance. While this timeline is typical, your situation might require adjustments based on regulatory requirements, market conditions, and operational complexity.
Conclusion: Elevate Your Brand With HIGHOPES
Rebranding your cannabis business is a significant undertaking that requires careful planning, strategic thinking, and expert execution. When done correctly, a rebrand can revitalize your company’s presence, attract new customers, and position your business for long-term success in the evolving cannabis market.Ready to take your cannabis brand to the next level? Contact HIGHOPES for expert guidance on your rebranding journey. Our team of cannabis branding specialists can help you navigate the complexities of the industry while creating a powerful, compliant, and engaging brand identity.