CBD products have been taking over the United States lately, and CBD seems to be the topic everyone's talking about. As the CBD industry continues to expand and evolve, it's no surprise that some CBD companies are struggling with brand identity.

Whether it's a new brand in the CBD arena or a veteran CBD manufacturer, it's important for CBD companies to understand both how to reach their target audience and how to develop brand equity. It's a good thing for the overall health of CBD businesses everywhere.

How Does CBD Branding Work

Branding Basics

Since CBD products are so widespread, it can be difficult for brands to connect to their target market. It could be due to a weak visual identity, a tag line that doesn't resonate, or social media channels that aren't pulling their weight. And, sometimes, it simply boils down to a customer's personal preference. Luckily, there are plenty of ways to rebrand and develop a smarter company identity all while avoiding top rebranding mistakes.

Developing a strong brand doesn't always mean you immediately need a new name or a new logo. In fact, many experts advise against changing your brand name unless it's your only option. Unfortunately, a lot of rebranding happens without purpose and intent which creates even more business stresses. If you think that your CBD business is ready for a full rebrand, it needs to be incredibly thought-out and intentional. Otherwise, in alleviating some of your problems, you'll find you've created others to take their places.

One way CBD companies can strengthen their brand identity is through enhanced customer service. With so many product options available on the market—from CBD capsules to CBD oil and CBD pills—customers are resonating more and more with the companies that are willing to go the extra mile. So while you may think a new logo, a new brand, and a new name are necessary, there are always smaller, less dramatic changes you can make.

Your Specialties

A big part of any initial branding or rebranding effort is to hone in on what you do well and incorporate it into your messaging. This is a tactic that almost every small business can leverage, regardless of industry. For instance, if your target market is individuals with chronic pain or a serious medical condition, your branding efforts should speak to that. It should also note that CBD capsules should only be taken with a doctor's advice. It's a great way to connect with your customers on a more nuanced level.

Say, for instance, you sell pure CBD capsules. Part of your branding needs to be about the amount of CBD in your products, which CBD extract you use, and the form of capsules. If you want your brand to stand out as one of the top CBD capsules available on the market, you need to prop your brand up as a great example of pure CBD.

While this may seem like a no-brainer, many CBD companies tend to not talk themselves up in the right ways. When you're honing in on your specialties, be they capsules, a CBD coconut oil, or CBD pills, avoid some of the industry's overused buzzwords (think terms like "ultimate pain relief" or "start your new life"). Think of a tag line that is pithy, that can work with a new logo if need be, and will stand up when it's time to acquire some trademarks that show your products as the property of their respective owners.

Whether it's a rebrand to position a CBD company as having the best CBD capsules money can buy or a hemp oil manufacturer that is just reviewing test results of their new 50mg CBD pill, there's always room for stronger, more intentional branding decisions.

(Last Updated On: June 3, 2020)

A qualified doctor, Dr. Kyra Russel Jr. is someone who wears many hats, working also as a health writer, author, researcher, and media medic. She is a master communicator who is passionate about putting convoluted health information into words that make the information widely accessible. Her primary interests are child and adolescent health, women’s well-being, beauty, and nutrition.

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