Welcome to High On Marketing - A weekly newsletter where I show you how to strengthen your email marketing strategy for your cannabis brand. Learn how to nurture your audience, increase retention rates, and sell more weed.

Today’s Email:

• Finding Your Brand Voice

• Cultivating a Community

• The Power of Consistency

• Becoming Instantly Recognizable

• What You Can Do Today

Let’s Roll 🛼

Quick! What comes to mind when I say Rolex?

Yes, watches, but what else?

Most people hear Rolex and think of luxury, wealth, or success. That’s part of the beauty of branding.

They’ve branded themselves as a company that’s synonymous with power and success.

When we hear the name Rolex (or see their logo), most of us attribute it directly to a desire; a product we’d love to own someday.

We imagine ourselves being in a position to one day wear that $20,000 piece of wrist-candy. All just from a logo you could’ve made with the Canva free plan.

This is possible because the Rolex brand is instantly recognizable to the majority of the population, and because they’ve been consistent in their branding and product quality for decades.

They stand out from their competition.

Rolex knows their target market, and they know how to talk to them. They’ve been targeting the exact same market for over a hundred years!

Plus, the majority of people outside of their target market have dreams of being in their target market one day so it’s kind of a win-win for them.🤔

Anyway, your branding is how stand out from the sea of competing cannabis dispensaries/CBD brands.

Developing a unique voice, and staying consistent with that voice is how you create brand familiarity.

What do you want your audience to think of when they hear your brand?

Besides quality products, of course.

Finding your brand voice and theme is necessary for growth.

• Figure out what makes you different

• Figure out who your target is

• Figure out how to convey your message to them

Here’s how to do it:⬇️

Finding Your Brand Voice:

Soooo many brands get this wrong…

Brand voice = Brand personality.

Your emails shouldn’t sound like they’re written by a car salesmen; your communication with your customers should always read like a conversation with an old friend.

The trick is learning how your customers WANT to be talked to, and who exactly you’re targeting:

• Are you a straight-to-the-point, “here’s the facts” kind of brand?

• Are you a less serious, “here’s the facts in meme form” kind of brand?

• Are you targeting a specific sub-genre of cannabis smokers like adventurous, outdoorsy users that might respond to a bolder, more energetic voice?

• Are you targeting the younger crowd with trendy, innovative content on new technologies and products?

Whatever your goal is, and whoever your target audience is will determine how you’ll talk to them.

A brand that knows how to communicate with their customers, and does so consistently, will build a loyal following.

Building a Community:

Loyal customers is what we all want.

And a strong sense of community is how you get it.

Your customers want to feel like they’re apart of something bigger than just a place to get some bud.

Your customers want to feel included, important, and heard.

Community events are a great way to get your customers to see the human side of your brand.

My dispensary-of-choice has pop-up events all the time with

• Local growers

• Local non-cannabis small businesses

• Bigger annual events

• Events for all the canna-holidays

• Random ‘just because’ events with local pet adoptions, artists, bakers, etc.

You get to know the managers, the budtenders, the owners, the other local businesses.

There’s a reason I drive an hour to that dispensary every time.

Building a community isn’t just done through in-person events like these - engage with your audience on social media as well.

Don’t just post and ghost!

• Respond to comments

• Ask their opinions

• Show some BTS

Your welcome series is the perfect chance to introduce your brand’s voice and what you stand for as a business.

Steal my 7-step welcome series strategy here!

Becoming Instantly Recognizable:

A strong brand is instantly recognizable, even without the logo in sight.

This is achieved through a consistent use of:

• Voice

• Fonts

• Colors

• Formats

• Imagery

Think about companies like Planet Fitness; all of their content from their socials, emails, app, and ads have the same purple and yellow color scheme, and big, bold fonts.

Without even seeing their logo I instantly recognize the colors and voice as PF.

It may sound minimal, but familiarity can be the deciding factor in if your email is getting opened or your link is getting clicked!

Consistent Language and Phrasing:

You can’t become instantly recognizable if you’re not being consistent in your content and delivery.

Consistency is always key in any type of content creation; you want your customers to know it’s you right away.

• Create a Tagline: A catchy, memorable tagline can summarize what you stand for in just a few words. Make it a staple across your communications.

• Develop Key Messages: Identify a handful of key messages that encapsulate your brand’s values and mission. Regularly weave these into your content.

Figure out what kind of communication your audience responds to, and stay consistent with it.

As always, experiment and test until you find what’s working.

Why It All Matters:

In the end, branding in the cannabis industry is about carving out your unique space. It’s about telling your story in a way that resonates with your audience, and making them feel at home with your brand.

This familiarity breeds loyalty, turning one-time shoppers into lifelong customers.

Your brand is more than just your products; it's the experience, the community, and the trust you build.

And in an industry where everyone’s selling something green, your brand is your promise of something more.

What You Can Do Today:

Audit Your Current Branding: Do you have a consistent look and voice throughout your content? Same fonts, colors, phrasing? Does your branding reflect the message you’re trying to convey?

Create Templates: I’ve created templates for all parts of my writing/branding process:

• Cold outreach

• LinkedIn posts

• Newsletter format

• Newsletter design

• Feedback requests

• Email automations

Each one has its own template(s) with consistent colors, fonts, voices, formats, styles.

My templates save me HOURS of time, and they keep all my content sounding the same.

Engage With Your Community: Start a conversation. Ask your followers what they love about your brand or what they’d like to see more of.

Remember, no one knows what your customers want better than your customers!

Happy Branding!

Steve

P.S. I’m working on creating more digital products for my website! What would you like to see?