Build your Brand through Storytelling.
Cannabis enthusiasts are passionate about the product. They believe in its healing properties and there is no shortage of data regarding its beneficial effects. Make it personal. Connect with people on an emotional level.
You need to cut through the ‘noise.’ The non-stop stream of information barrelling towards you at ever increasing speed and frequency. How do you distinguish yourself in the crowd? You tell a story. The key to success is creating an emotional connection and engaging your customers.
Tell your story:
Emotion and decision making go hand in hand. If you look at the recent trend in commercials you’ll find that many Brands are forgoing the traditional product pitches and tugging more at your heartstrings. Take for example Budweiser. For the past few years, Budweiser has consistently ranked at the top for their Superbowl ads. They feature the Clydesdale horses and any other number of now-famous animal actors. The ads themselves do nothing to explicitly sell beer. They speak much more to the emotional connection that the commercials foster and build around it a spirit of goodwill towards the brand by default. So much of our decision-making process is unconscious. Often, you are not aware of the reasons you choose one brand over another.
There are a few rules of engagement to successfully tapping into that well of human emotion.
Authenticity. This is rule number one. People can spot a fake a mile away. Strive to create a genuine human connection and authentic relationship.
Sell a feeling, not a product or service. Apple is of course especially good at this. To connect on an emotional level you can’t talk about the megapixels of the camera or how long the battery will last, you need to show people how it will enhance their lives for example how you can create a home movie as a gift for your grandparent’s 50th wedding anniversary.
Understanding the needs of your base. What moves your customers? What makes them tick? What are their needs? If you don’t know the answer to these questions how can you speak to what matters most in their lives.
Niche, Niche, Niche. You can not appeal to everyone. Focus on a small market and make them feel loved. They will pay you back in kind. You can not be everything to everyone. By doing so you are bound to fail. Find your niche and work towards solving their problems.
Nonprofits this especially applies to you!
Creating a strategy? Training your board on fundraising tactics? Planning your annual special event? Seeking investors for your new cause campaign?…..
Each campaign is different and unique in its own way. Don’t be afraid to show it. Every nonprofit has a story behind why it exists. Use it. Show what makes your organization different and appeal to potential donors by creating an emotional connection to your cause. When executed correctly, you will attract Brand Ambassadors who will help spread your story and build your brand.
We Can Help
Bud Branding helps businesses grow their influence and their brands. As a cannabis marketing firm, we begin with a thorough analysis of your needs and partner with you to develop and execute a marketing plan that will help you navigate the complicated marketing waters of the cannabis industry. To learn more about how Bud Branding can help grow your business, visit us at www.budbranding.net or call 212-491-7318.