Member Blog: First Blush And Branding Requirement To Go Hand In Hand

by Gary Paulin,

Lightning Labels Budding cannabis companies: Take note of labels from the beginning Marijuana companies launching in states where leisure and medical marijuana are just being legislated need to pay very close attention to their label branding from the get-go. Too often, this crucial part of an effective cannabis organisation ends up being an afterthought– which can result in major issues in compliance, competitive positioning and credibility in the marketplace.

As the cannabis industry broadens in the U.S. and now Canada, it’s also developing. Gone are the days when a purveyor could hang out a shingle and open their doors to brimming masses of purchasers with no substantive issue about product packaging and labeling beyond early-day regulatory compliance.

With the industry maturing, so is the elegance of entities charged with compliance. As more is learned about all aspects of the industry– from edibles to raw cannabis– requirements being placed on purveyors are getting more intricate. Plus, there are local and state policies that might cross over one another.

Competitive Positioning
It’s never ever too soon to enter into the branding game, and unique labels that get attention and share crucial details properly are essential to going far for yourself.

A Forbes short article earlier this year made the case:”Tim Calkins, Medical Professor of Marketing at Kellogg School of Management at Northwestern University, foresees a highly competitive environment … an outburst of marketing and branding development … ‘We will see extremely innovative brand-building activities in the years to come. I expect that marketing financial investment will grow tremendously as business work to take a leading position and capture worth in an emerging market … It isn’t typically that you see a completely brand-new market emerge on the scene, especially one where brands will play an essential function. Many individuals very first skilled marijuana as a [n] unbranded plastic bag. This is not most likely to be the future state. Marijuana will end up being a market controlled by strong, lively brands.’”

In their startup enthusiasm, purveyors might miss something on the
label compliance scene. It’s simple to do, but can be really hard to repair. Products have needed to be remembered, business have actually been fined and even closed down for running afoul of guidelines. Labels, as an item’s “front door,” are particularly prone.

A Manufacturing.net report enhances the point: “Frequently, cannabis products require specialized labels for traceability and mentioning suggested medical applications. State laws still vary considerably, and business should be careful to know and have tools to track their compliance in all states and countries that they operate.”

Bottom line, beginners to the industry need to be as persistent about their labeling and packaging as they needed to be to get license approval. Anything less may result in more headaches than they can picture.

Trustworthiness in the Market
In Colorado’s early days of cannabis legalization, some labeling and product packaging looked– to put it slightly– homespun. The feel and look of that early-day branding fades in contrast to the far more advanced label and packaging branding usually seen today.

But for industry newbies, there can still be a temptation to move ahead on operations at warp speed, with branding, packaging and labeling lagging behind.

Eventually, that may suppress reliability, providing rivals a chance to get a leg up. Ontario, Canada’s experience so far showcases how label problems can hinder reliability. Their online market is the only “game in town” up until now; there are no brick-and-mortar establishments. However, in a competitive market, purveyor mistakes can trigger credibility damage in addition to regulative effects.

Notes a Civilized.life post,”Ontario Marijuana Shop Faces Reaction Over Incorrectly Identified Products … When Peter Lyon went to the OCS website on October 17, he did so with the objective of buying a strain high in THC– the compound in marijuana that gets you high. However, that is not what he got … Not only is the mistake in the item labeling upsetting for customers who will not be getting what they spent for, cannabis merchants have a legal commitment to make sure that their labelling is accurate. Otherwise somebody looking to unwind with a low-THC strain could end up having a panic attack since the item they purchased is way too potent.”

The very first blush of getting in a brand-new market deserves branding, labeling and product packaging that measure up.

Gary Paulin is Director of Sales and Client Providers for Lightning Labels, a Denver-based label printer that has actually been providing advanced budget-friendly, full-color customized labels and custom-made stickers of all shapes and sizes to marijuana purveyors for more than a years. They use numerous alternatives for materials and laminates and unique results to accomplish digital short-run requirements (50 minimum) on up to 15 million labels, plus Lightning quick shipment. To find out more and to location orders online, check out LightningLabels.com. For the most recent in packaging news and labeling marketing offers, find Lightning Labels on, Facebook, Instagram, Twitter (@LightningLabels), Pinterest, Google+ and LinkedIn.

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