As cannabis businesses compete for customers, communicating their products’ quality and value becomes key. Marijuana companies that understand the need to differentiate their business and products from those of their competitors need to know what they can do to enhance and protect their brands.
To greatly simplify, the goal of branding is to efficiently communicate something about a given product. Maybe a company’s cannabis products or strains are trendy. Maybe they’re highly potent. Maybe they’re cheap as dirt. The point is that these companies want to tell customers that products with their brand name will consistently offer whatever it is that the company is trying to provide. Most cannabis companies want consumers to know what they offer simply by seeing their brand name on retail shelves. In addition to wanting brand recognition, no business wants other businesses using its brand name, especially in a way that could damage its reputation or steal valuable business.