Originality, character and memorability...

Originality, character and memorability are at the heart of great brands and of course, great packaging designs.

It’s easy to understand why – there are hundreds of products out there, all competing for consumers’ attention. The only way to set your brand apart is to be different, and be authentic.

Market your product before it’s ready.

Some businesses wait until their product is perfect before they do any marketing or awareness campaigning. That can be a costly mistake. Many businesses expect to sell their product as soon as it’s ready. But if no one knows about it, then demand will start at zero until you undergo a marketing campaign to build brand awareness for potential customers.

It’s better to do preliminary awareness campaigning, even if it’s minimal, to let potential customers know your product is coming. You can sell the benefit before the product has arrived. This way, when the product is ready, so are customers!

Market internally.

Make sure your employees understand your brand and what it stands for; your mission statement; and of course, your current promotions. Your employees are the carriers of your brand to the world. Make sure they put the right message forward.

Think ahead to the retail experience

Make it easy for dispensaries to carry and display your products by providing Point of Purchase (POP) containing cartons. Your design/production team will need to know how many units you wish to load into each carton, before structural design can begin. 

Good sales projections are paramount.

Good sales projections are paramount. Order enough product to get you through 4-6 months. Going back on press for a small run is a very expensive mistake. 
 

When you are developing your company's brand…

When you are developing your company's brand, connect your graphic designer and printer/print broker early in the brainstorming process to leverage best production practices and press efficiencies across your product line.

Be thoughtful…

Be thoughtful when you plan what is going to appear on your packaging. Cannabis is confusing to new consumers…go the extra mile to be clear about usage and the benefits of your products on your packaging.
 

Launching for the first time…

Whether you are launching for the first time or are going through a #brand refresh…create a board or folder with images (include #packaging), color palettes, typefaces etc. that you love and feel represent your brand. Share these with your design/production team.

Did you know?

Did you know? Public relations is more than just a well crafted press release. Pay attention to reputation management and risk avoidance too. Good risk management is a valuable skill for PR projects and creates positive brand awareness for your business.

Festival and trade show season formally kicks off this week…

hippopackagingAs the festival and trade show season formally kicks off this week, make sure you have a show strategy in place with goals clearly defined. Many savvy companies strive to drive booth visits using games, drawings, promotional products and sampling. This is your best opportunity to create and build your customer database (especially email address list). Your digital database will help mitigate social media account closure disasters as well as position you to easily communicate directly with your fan base. Set yourself an event goal to gather 100 new email addresses at each event. This type of specific and trackable goal will enable you to have a rich database of loyal consumers in no time!