Branding Your Cannabis Business


The logo of your cannabis brand should determine the overall brand’s visual direction. Start by focusing on your logo when rebranding or building your business. In addition, you can use it to build out the rest of your visual identity strategically. Think beyond what looks good when making creative decisions for your logo. Make sure the design aligns with the values and messaging of your business. There is no doubt that your cannabis brand’s logo plays an important role in the look of your business.

The reason for this is that it serves as a brand identifier. An effective brand logo will do three things: 1.) build trust and brand recognition. 2.) make your cannabis company or brand stand out from the competition. 3.) visually represent your brand in the most basic form. To avoid distractions, you should design your logo in black and white at first. The next step is to explore colors once your design has been solidified.


Color plays a critical role in your cannabis brand’s look and feel. Different colors evoke different emotions and often serve as a first impression for the customer. Take time to review the psychology of color. Then choose a color palette that will speak to your core demographic in the cannabis community. Color is a great way to contribute to your cannabis brand’s look and feel while adding versatility to your designs. Take advantage of the color palette that you choose – it is a chance to visually communicate with your customers. Colors can also increase recognition up to 80 percent for your cannabis brand. They further end up being the biggest reason consumers decide to buy!


Similar to a photo or icon, fonts are a great way to elevate your designs and content. Your font choice is a way to express your cannabis brand’s personality. As well as the atmosphere you’d like to create when presenting your name and tagline in your logo. Be careful not to choose too many fonts – remember you want to stay consistent. You should choose fonts each with a specific purpose – some for print and some for the web. To determine the best font for your cannabis brand’s look and feel. Make sure that they read well,  are visually pleasing, and use them throughout all your branding assets.


You can boost your business and tap into your viewers’ visual senses by investing in quality photography. When a cannabis brand prioritizes professional photographs to showcase itself. Then they’re more likely to stand out among their competitors in the industry. By placing customers in the environment of the photograph, photography elevates a cannabis brand’s look and feel. It can make a potential client feel more trusting of a provider. Use photography as a tool to elevate your design elements and create consistency across all your social media platforms. Including flyers, website design, and collateral. A good tip is to find a set of photos that you love. Then use those exclusively across all of your cannabis brand assets. This will give your designs visual cohesiveness.


Once you’ve finalized all your design elements. It’s time to build out your most important cannabis brand look and feel asset and promotional tool – your website. Often entrepreneurs make the mistake of prioritizing their website design and treating the logo as an afterthought. Having your logo ready first, allows you to incorporate your cannabis branding colors and fonts into a website. In addition to the photos that you have chosen. To ensure your website and logo work in tandem. Further, implement your core logo colors throughout the web pages as accent colors.

Consider also using your logo’s secondary colors to establish an even stronger connection. Make sure to take advantage of your website because it serves as your online store and often replaces print publications. Further, your website plays a key role in supporting your cannabis brand, facilitating sales, and generating leads. A website is a perfect way to display your cannabis brand’s look and feel. This is because it delivers your marketing message all day, every day.

What Cannabis Brands Need to Know About Content Marketing and SEO in 2022

Invest in the Right Tactics

Recent studies show content marketing is most successful for brands that focus on the right tactics. According to survey respondents, the following 10 tactics will be most helpful to brands in 2021:

  1. Improving content quality: 55%
  2. Search engine optimization (SEO): 46%
  3. Creating more video and visual content: 41%
  4. Updating and repurposing existing content: 38%
  5. Optimizing the business’ website: 35%
  6. Analyzing competitors’ content: 28%
  7. Researching our audience and optimizing the customer journey: 26%
  8. Publishing more “how-to” and educational content: 25%
  9. Adapting to COVID-related changes (e.g., agility): 24%
  10. Diversification and publishing new content types: 24%

Content marketing and search engine optimization are closely related. Search engines find your brand through every new piece of content you publish. Thus, the more content that you can publish that is high-quality, diverse, and useful. Then the more consistent your brand promises will be. You will also get more organic traffic from search engines if you meet your audience’s needs.

Most helpful in ranking content organically in 2021:

  1. Improving the quality of our content and making it more authentic: 61%
  2. Creating more content and posting. 45%
  3. Paying more attention to keyword research: 43%
  4. Further creating more content with unique research and insights: 32%
  5. Improving technical SEO on our website: 28%

For cannabis brands in 2022, the lesson is to create a lot of high-quality content. Further, publish it on your website, and make sure your content is better than your competitors. In addition use keywords naturally, and optimize your website for search.

Structure Your Text Content Strategically

Make text-based content that resonates with your brand’s audience. Inspires people to take action, and further drives traffic to your website. You should include the following elements in your digital content:

  • Headings: Use advanced heading structure in text content. (e.g., headline/title uses the H1 tag, subhead uses the H2 tag, sub-subhead uses the H3 tag, and so on.) To further improve organic search traffic to your website
  • Lists: In addition to headings, Include one or two lists per 500 words for text content to increase traffic.
  • Guides and How To: Always create guides and how-to articles. Also, use the word “guide” or “how-to” in your content title and headings.
  • Images: Include images in every piece of content you publish (when possible) to boost organic traffic.
  • Videos: Further include videos in your content to increase traffic.
  • Length: Always publish content that is more than 500 words. Be sure to publish some content that is also more than 3,000 words.
  • Coverage: Ensure your content also fully covers the target topic.

In 2022, cannabis brands should create content with strategic structuring. Design elements, length, and purpose to further generate the most search traffic to your website.

Define Your Content Creation, Distribution, and Promotion Plans

Defining your 2022 content marketing plans requires you to first decide what types of content you’ll create. Further how you’ll distribute it so people know it exists, and how you’ll promote it to get even more views. Companies got the best results from the following 10 types of content in 2021:

  1. Video
  2. Blog posts
  3. Success stories
  4. Case studies
  5. Webinars
  6. Infographics
  7. Product guides and manuals
  8. Data visualizations
  9. Ebooks
  10. White papers

In terms of distributing content and promoting it, companies used these 10 channels the most:

  1. Social media (organic)
  2. Email marketing
  3. Social media (paid)
  4. Organic search
  5. Sponsorships (events, webinars, podcasts)
  6. PPC / paid to advertise
  7. PR / media outreach
  8. Influencer marketing
  9. Guest posts
  10. Native advertising / sponsored content

In 2022, cannabis brands need to focus on creating different types of content. Creating content for prospects at different stages of the buyer journey and marketing funnel. When you publish content, your work isn’t over. You need to promote it further to ensure people see it. In the cannabis industry, organic social media and email marketing have proven effective. In addition to sponsorships, media outreach, and influencer marketing are some of the best options to test in 2022.

Louisiana Senate Approves Bill Allowing Public Employees to Use Medical Marijuana

Lousiana Senate

The Louisiana State Senate voted 26-8 on Wednesday to approve a bill that would protect public employees who use medical cannabis from job discrimination. Louisiana’s House of Representatives approved House Bill 988 last week. It now heads to the desk of Governor John Bel Edwards for his consideration.

Under the bill, public employees use medical cannabis with a doctor’s recommendation. Additionally, according to state law, they cannot be fired for using medical marijuana. The bill also protects medical cannabis patients who are applying for state positions from being denied employment. In addition to other job discrimination based on their use of cannabis.

“This would basically be a first step to having laws on the books to protect people who have medical marijuana cards”. State Representative Mandy Landry, the sponsor of the bill, said last month after introducing the bill.

Although. the bill does not apply to private employers or local government agencies, including police and fire departments. Landry told reporters that the legislation was limited to state employees to address likely opposition from politically powerful law enforcement and business lobbyists in the state Capitol.

Medical Cannabis an Alternative to Opioids in Louisiana

The Louisiana House of Representatives approved the bill by a vote of 60-32 on May 24. Landry told her colleagues that the legislation would help prevent state workers from becoming addicted to opioids. A further argument was echoed in the upper body of the state legislature by Senator Stewart Cathey.

Those suffering from long-term PTSD and pain management are trying to avoid the use of opiates. Further with addiction and the risk of taking opiates, medical cannabis is an amazing alternative.

The bill faced opposition from some lawmakers in the House. Further, those who argued that the legislature should not be drafting policy for state workers.

The state Department of Administration should handle such tasks, according to Representative Larry Frieman. Jacques Berry noted that the Department of Administration has policies that protect its employees that use medical cannabis. Although he added that the department does not have the authority to create employment policy for all state agencies.

State Representatives

State Representative Ed Larvadain supported the bill, further suggesting that more work on cannabis policy reform is yet to come.

“We’re going to have to change how we deal with medical marijuana,” Larvadain said. “Although this is the first step.”

Larvadain offered to work with Landry in the future to find a path. One that makes law enforcement officers and firefighters also eligible to use medical cannabis.

“A lot of those men and women have chronic pains because over the years they’ve had to climb through windows and police officers have been abused,” Larvadain said.

Medical cannabis advocates including Kevin Caldwell of the Marijuana Policy Project also supported the bill.

Additionally, Tony Landry of the Veterans Action Council noted that police officers and firefighters are not able to take CBD because of the risk that trace amounts of THC “can accumulate in your body over time and cause a positive test. I’m in favor of this bill, and I just think we need to leave no employee behind.”

As Marijuana Legalization Takes Effect On Instagram, Cannabis Marketing Is Reshaped

As Marijuana Legalization Takes Effect On Instagram, Cannabis Marketing Is Reshaped

As marijuana legalization takes effect, marketing on Instagram is changing. According to a recent study, marijuana legalization has drastically changed cannabis marketing on Instagram.

The study entitled “From dealing with influencing: Online marketing of cannabis on Instagram” and published in the international journal Crime, Media, Culture last month. Researchers Silje Anderdal Bakken and Sidsel Kirstine Harder from the University of Copenhagen, Denmark. Further compared 60 Instagram profiles belonging to illegal Swedish drug dealers to 70 cannabis influencers’ profiles based in the United States or Canada. Most of them belong to women.

They found out that cannabis influencers on Instagram are changing the stereotyped characteristics of illegal cannabis culture. As a result, cannabis has evolved from a largely male-dominated market to one where it is seen as a desirable accessory among certain feminine lifestyles.

Influencers & Drug Dealers

“The role of influencers in transforming cannabis culture to become more mainstream and acceptable to women could potentially influence cannabis cultures worldwide. As well as ongoing legalization debates,” reads the study.

Platforms such as Meta’s Facebook and Instagram, Twitter, and TikTok don’t allow cannabis-related businesses to advertise their products or services on their platforms. As a result, cannabis influencers operate in a legal gray area. In which they can advertise their personal use and recommendations of cannabis without offering direct sales.

According to the study, while illegal dealers sell cannabis anonymously, influencers integrate cannabis into their everyday lives.

The study showed how social media marketing might impact a cultural shift toward cannabis becoming a normalized practice. In addition, it can trigger a cultural change.

Researchers further noted that the most common features they shared were anonymity, risk calculation, and amateurism. Profiles rarely included human features, and images of their products were accompanied by short captions.

Additionally, the researchers looked at Instagram’s public profiles of 70 cannabis influencers located in the United States and Canada. Focusing on images and related text, including captions, comments, and short profiles with bios.

Gender Differences

In spite of no gender indications in any of the 60 dealer profiles considered in the study. Nearly all cannabis influencers identified themselves as women. (less than 10% of the 70 collected influencer profiles did not show women’s names or bodies)

Cannabis influencers display engaging content images. In fact, some of them display feminine objects and themes to indicate their gender and cannabis use.

Influencers post cannabis on Instagram in a stylish way, by posting photographic landscapes of cannabis fields. More commonly, by designing flat lays (pictures taken from above) and presenting cannabis in colors such as pink and white. Further different from the dusty green and brown colors of raw cannabis shown by the dealers considered in the study.

Rather than showcasing their products on Instagram, drug dealers use Instagram to connect with potential customers. The tactic is to provide followers with information about encrypted apps, such as Wickr or Telegram. Utilizing these to finalize the purchase of cannabis products.

Influencers use cannabis to share their own personal stories and share how they use it.

Researchers found that cannabis dealers on Instagram reinforce stereotypes about subculture, masculinity, and risky transactions. Although cannabis influencers present cannabis and related products as natural and safe for anyone attracted to their lifestyle.

Female Cannabis Influencers

Researchers have observed in particular that female cannabis influencers portray their bodies in a very feminine, fashionable, and sexual way. On the other hand, they actively enjoy “getting stoned” and recommend it to other women.

Cannabis use may be interpreted as an effort to mainstream an illegal subculture.

On the other hand, the illegal dealer profiles don’t post any personal information.

In today’s cannabis industry, social acceptance promotes cannabis smoking among women, say, researchers.

“Social media like Instagram allows cannabis influencers to spread their messages about cannabis as an accepted consumption product to millions of people of diverse ages, genders, and nationalities. While all the illegal dealer profiles observed on Instagram maintain a focus on men or gender neutrality in their presentation of products, the cannabis influencers present themselves as women and their cannabis products as ordinary or ideal women’s accessories,” the study concludes.

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12 More Licenses Approved, Competition Getting Fierce

Competition Rises as Additional Dispensaries Recieve Permits

During a meeting on Tuesday, regulators said consumers purchased $24 million in recreational pot in the first month of the industry’s launch. The meeting approved additional dispensary permits.

On April 21, 12 medical-only dispensaries started selling recreational marijuana. Joining an additional five medical-only dispensaries that will soon be able to sell the product. The new locations will be Garden State Dispensaries in Woodbridge, Union, and Eatontown; The Apothecarium in Lodi; and Ascend in Montclair.

It’s really only a beginning, and I think it shows that there’s a lot of growth left in this market,” said Jeff Brown, executive director of the Cannabis Regulatory Commission. Brown further oversees the state’s marijuana market.

A total of $24 million in sales takes place in the 12 dispensaries with the permits to sell recreational cannabis. It took until two weeks ago to approve the 13th location. Which is lower than the average in other states. In Arizona, which launched its market at 73 facilities, the state reported $32 million in sales in the first full month the market was open. In New Mexico, which launched in April with at least 100 stores, sales reached nearly $40 million.

Meeting on May 24th

New Jersey dispensaries brought in about $5 million each week total. Although It is expected that the number of licenses will increase substantially as more are granted.

The meeting on Tuesday awarded 46 conditional cannabis licenses. 22 for cultivators, 13 for manufacturers, and 11 for recreational retailers. The approval of four more labs to operate follows.

It’s not clear when recreational retailers can begin sales. There are still local regulatory hurdles for owners to clear.

The commission also removed the “medical only” rule for cannabis licenses it awarded in the 2019 application cycle, which means instead of operating at least one year as a medical dispensary, licensees need only to prove they have enough supply for both medical and recreational demand.

Brown said the commission will issue quarterly reports starting next month on the number of licensees who are people of color, women, and veterans. The state’s marijuana law requires those groups to comprise 30% of licensees.

The next meeting of the commission will take place on June 23.

Cannabis Marketing Tips in 2022

Cannabis Marketing Tips in 2022

Take Advantage Of Popular Hashtags

Participating in weekly or daily hashtag themes (via Twitter). Such as #designerweed or #cannabis, might help your company acquire the attention it deserves. Engaging in the community and contributing with hashtags that hundreds, if not millions, of people, are already using allows you to reach an audience far beyond your regular follower count.

Social Media Marketing

Know your audience and keep up with current trends on your social media platforms. What new ways could you use story formats? You can use hashtags, national or international holidays, and think outside the box.

SMS Messaging

Besides being efficient, text messaging also allows you to communicate with a large number of people. As long as you use caution and don’t break the law, you can promote your products with text messaging at a low cost. By sending targeted messages to clients, you can keep them engaged.

Paid Search

Paid search is an excellent approach to get your products in front of the relevant buyers and drive quality traffic to your website. This technique, however, will not work for cannabis advertising because Google has a policy against “ads for substances that affect the mental state for recreational purposes.” Until this guideline changes, you should focus your search-related efforts on SEO and GMB optimization.

Cannabis Websites And Blogs

By providing SEO-optimized blog posts for your website, you can market your cannabis brand through other similar sites. However, you’ll need to figure out which websites and blogs your potential clients frequent. After that, you can guest post on blogs, run ads on third-party ad platforms, or advertise on industry-related websites.

Reward Loyal Customers With More

Due to COVID-19, many customers have cut back on purchases, and products are in excess. You can also do this as a way to thank customers who stay with you regardless, just to show your appreciation.

Brand Visibility Through Event Marketing

Experiential marketing is one of the most effective methods for increasing brand awareness and affinity. You can use it to communicate and engage with your audience, as well as to increase brand loyalty. The brand experience should exceed customers’ expectations and be consistent with the company’s values. Follow WJ Media Group on Instagram for more information on cannabis marketing tips. In addition to our website where you can find more useful tips on cannabis marketing in 2022!

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