BRANDING CANNABIS FOR WOMEN
Women Are Becoming An Increasingly Important Demographic To Consider
Traditionally, men have made up the majority of marijuana users, so it is not surprising that cannabis marketing has an overwhelming focus on the male demographic. From bold masculine colors and fonts to advertisements featuring strong sexual imagery, cannabis brands haven’t spent a lot of time reaching out to their potential female clients. Nonetheless, as legalization continues to normalize cannabis use, the sex gap between men and women is narrowing, and women are becoming an increasingly important demographic to consider.
Women are one of the fastest growing demographics in the cannabis space, and while reports vary on the exact ratios, some like the Cannabis Consumers Coalition report that women have actually begun to surpass men in cannabis consumption, making up 53% of cannabis users, with men representing only 42%. A study released by Canna Ventures claimed that women are more likely than men to visit a dispensary more than twice a month, and Ease reports that 59% of women who use cannabis do so on a daily basis, and 91% did so at least 2-3 times a week. All of these statistics add up to one thing – women are a crucial cannabis demographic to focus on. With so few brands targeting this emerging market, there is an opening for clever female-focused brands to fill this growing niche. Here are a few tips for creating a cohesive brand that caters to women.
Before you even start branding, you want to make sure you have a product that appeals to the canna-loving women out there. According to the Ease report, women prefer cannabis flower to any other pot products, so feminine branding in flower lines could really set a brand apart from the competition. Joints are women’s preferred method of smoking, according to the same study, so prerolls could be an especially intelligent move.
In terms of non-smokable cannabis products, the Canna Ventures brand study showed that top ranked products for women were:
- Edibles like cookies, brownies, cakes, muffins, and candies
- Cooking oils and syrups
- Skin balms and lotions
- Spreads like butter, or peanut butter and jelly
Ease also reported that women are early adopters of new products like tinctures and topicals so if you are branding these products it is worth considering packaging that appeals to women.
While you might think sex lubricants (like the popular brand Foria) are a good feminine product to push, the Canna Ventures brand study showed that men are the ones more interested in this product. It ranks second on their product preferences for pot, while it doesn’t even make the list for women. Since, in that same study, women also reported more aversion to sexual imagery in marketing, it may be more likely for men to end up purchasing these products.
If you want to create a female-centric brand, these studies suggest that focusing on flower, pre-rolls, sweet treats, or topicals may be the most appealing products to feature.
Branding for Women Having branding that appeals to women is crucial but sometimes tricky. After all, women are a fairly diverse group. Getting an idea of your target demographic, beyond just gender, can help immensely.
There are some great examples of feminine brands out there, and they cover many types of women. For an example, consider the branding differences between Garden Society and Deviant Dabs. Both companies are geared towards women, but probably not the same one.
Garden Society products bring up imagery of high tea at a garden party. It’s fanciful but conventional, elegant but fresh. You could see it in the hands of a sorority sister, a mom, or even a grandmother. Deviant Dabs branding has a much different vibe. Its styling seems more at home in a club or vape-lounge than a garden party. Far from the conventional feel of Garden Society, the Deviant Dabs name itself suggests that the brand is aimed at women who see themselves as part of a counter-culture.
Both of these brands skillfully target specific types of women who use cannabis. Finding the demographic you want to target is the first step to creating branding that will really draw in your audience. Once you have your demographic pinpointed, a good branding agency can help you find the perfect imagery, colors and fonts to appeal to them.
BRAND WITH PURPOSE
Don’t fly blind when marketing to women. Whatever your product, creating a cohesive brand image that appeals to a particular target demographic is crucial. Marketing can be complicated but an agency like CannaVerse can manage everything from brand design to content, to social media, making the process a breeze.
Despite the projections for growth and the confirmed increase in consumer interest, selling CBD products isn’t as easy as most brands want it to be. Creating a website, setting up an e-commerce channel, launching a few products, and investing in a little branding isn’t enough to secure regular and profitable CBD product sales. But, why?
One of the things that makes it difficult for any cannabis or CBD business to function is the lack of banking support. A solid merchant account is something that all businesses need, whatever the industry, but in the cannabis space finding one is a real challenge. Even though the 2018 Farm Bill made it legal to cultivate hemp on a federal level, and even though most states have legalized the cultivation and sales of cannabis and cannabis products to varying degrees, cannabis and CBD businesses are still having a hard time with banks and credit card companies. It makes the running of a legal, professional business difficult, if not impossible, which is why merchant account service providers, like InclusivePay, have come to the rescue.
As the sun rises on a new day, another CBD brand appears. It's selling the same white label CBD products as all the others, made from oils that are rich in CBD and low in THC. The only difference is that the product has been packaged in a slightly different container, and there's a new name and logo printed on top. The CBD market has quickly become the area of the cannabis industry that's suffering most from a lack of differentiation. So, what’s a CBD brand to do? Well, one recommendation would be to partner up with a CBD formulator.