STEP ONE is to refine or define your Brand Identity. A company’s brand identity is what it says about who it is – the products or service it delivers, the quality it gives customers, its advantages over competing brands and what makes it unique. That's a fancy way of being clear about who you are and what you sell. You will need to codify and agree upon a clarified brand meaning which aligns with your brand goals (setting these goals are manifold related to the market categories you serve, pricing and inventories, more on that later).
STEP TWO is your Brand Image, which is how a brand is perceived by the public, what they see, what they will remember--the overall Look & Feel of your brand. You want to work to ensure the brand assets align with your Brand Identity so that the end consumer, be it B2B wholesale or B2C Sales and social media makes sense and adds value to your business, whether its driven by price or perception.
STEP THREE is to align your "Branding" with the markets you serve, whether you are a farm selling wholesale, or have production for ancillary products like Extracts, Pre-Rolls or if you're just selling flowers, you should take the time to research your target market(s) and take into consideration who's already in the space, what your competition is doing/saying and what your competitive advantages are. State by State and regionally within a state, price points on what the market will bear, will vary and you should be prepared for that. For example, some more affluent cities within a state may be driven by quality, while other cities may be driven by price, college markets are an example of this too. Are you the cheap brand that's everywhere, or the quality brand that customers aspire to buy and covet. Your sales team should be trained to provide real-time weekly due diligence and plan for contingencies that address these and always have a positive reply that reiterate your Brand Identity.
These are a starting point to address your overall Branding and Brand Identity. Nothing is built in a vacuum and the market is moving as light-speed, which is both a blessing and a curse--but that's what drives us as entrepreneurs!
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