Cannabis Product Branding Checklist 2024

Here’s a quick guide to creating a strong cannabis brand in 2024:

Visual Identity
- Simple, memorable logo
- Consistent color palette
- Easy-to-read fonts
Packaging Design
- Follow local laws
- Use eco-friendly materials
- Stand out on shelves
Brand Message
- Clear brand story
- Consistent voice
- Unique selling points
Online Presence
- User-friendly website
- Engaging social media
- Smooth online store
In-Store Experience
- Brand-aligned store design
- Well-trained staff
Legal Matters
- Trademark protection
- Compliance with regulations
Brand Consistency
- Comprehensive brand guide
- Regular quality checks

Key Area	Main Focus
Visual	Logo, colors, fonts
Packaging	Laws, eco-friendly, unique
Message	Story, voice, uniqueness
Online	Website, social, e-commerce
In-Store	Design, staff training
Legal	Trademarks, compliance
Consistency	Guidelines, checks

Remember to review and update your brand regularly to stay current with laws and customer preferences.

Visual Identity

Logo Design

Create a simple, memorable logo

For cannabis brands, a good logo should be:

Easy to recognize
Simple to print in different sizes
Unique to your brand

You can make your logo stand out by using:

Special graphics
A unique font
Cannabis-related images (like a stylized leaf)

Check logo follows cannabis ad rules

When creating your logo:

Follow your state’s cannabis advertising laws
Avoid designs that might appeal to children
Don’t use cartoon-like images

Make logo versions for different uses

Create different logo versions for:

Packaging
Websites
Marketing materials

Make sure your logo looks good in color and black and white.

Color Palette

Pick main and backup brand colors

Choose colors that:

Match your brand’s identity
Appeal to your target audience

Brand Type	Color Suggestions
Medical	Conservative, health-focused
Recreational	Vibrant, adventurous

Match colors to brand and audience

Consider your audience when picking colors:

Audience	Color Suggestions
Younger	Bright, energetic
Older	Muted, sophisticated

Check colors follow local cannabis rules

Make sure your colors comply with local laws for cannabis packaging and marketing.

Typography

Choose main and backup fonts

Pick fonts that:

Fit your brand’s style
Are easy to read
Work well on different platforms

Make sure fonts are easy to read everywhere

Check that your fonts are clear:

On packaging
On websites
In marketing materials

Think about font size, color, and background.

Set up font sizes for different text types

Use different sizes for:

Headings
Subheadings
Body text

This helps make your branding look consistent and balanced.

Packaging Design

Following Rules

Learn local packaging laws

Each state has different rules for cannabis packaging. It’s important to know and follow these rules.

State	Packaging Rule
20 states (e.g., Colorado, Florida)	Child-resistant packaging required
Other states	May have different requirements

Add required warnings and info

Many states require specific warnings and details on cannabis product labels.

Common label requirements:

Health risk warnings
Product strength
Ingredients list

Example warning: "This product contains cannabis. Keep away from children and pets."

Use child-proof packaging when needed

If your state requires it, use packaging that children can’t easily open. Options include:

Twist-off caps
Zip-top bags
New designs that are both safe for kids and good for the environment

Eco-Friendly Options

Look into green packaging choices

Many cannabis companies want to use packaging that’s better for the environment. Some options are:

Biodegradable plastics
Recycled paper
Plant-based materials
Reusable containers (glass jars, metal tins)

Consider recyclable or compostable materials

Choose packaging that can be recycled or composted. This helps reduce waste.

Material Type	Environmental Impact
Recyclable	Can be made into new products
Compostable	Breaks down naturally
Non-recyclable	Ends up in landfills

Show green efforts on packaging

Tell customers about your eco-friendly packaging. This can help build trust.

Ways to show your efforts:

Use "eco-friendly" or "biodegradable" logos
Explain how to recycle or compost the packaging

Standing Out

Create unique package shapes

Make your packaging look different from others. This can help customers notice your products.

Ideas for unique packaging:

Special shapes
Interesting colors
Textures that feel nice to touch

Add brand story to package design

Use your packaging to tell customers about your brand. This can help them connect with your products.

Things to include:

Company history
Why you started the business
What makes your products special

Make packages noticeable in stores

Help your products catch people’s eyes in shops.

Tips for eye-catching packaging:

Use bright colors
Create bold designs
Try different materials (like glass or wood) for a high-quality look

Brand Message

Brand Story

Write a clear brand story

Your brand story tells people what your company is about. It helps customers understand and remember your products. A good brand story should be:

Easy to understand
True to your company
The same everywhere you tell it

To write a good brand story:

Think about why you started your company
List what makes your products special
Explain how you help customers

Here’s a simple example:

"At [Brand Name], we make good cannabis products to help people feel better. We want everyone to have access to safe, high-quality cannabis."

Make sure your story fits your customers

Your brand story should match what your customers care about. Think about what matters to them and include those ideas in your story.

Use the same story everywhere

Tell your brand story the same way on your:

Website
Social media
Ads
Product packaging

This helps people recognize and trust your brand.

Brand Voice

Choose how your brand talks

Your brand voice is how you sound when you talk to customers. It should match your company’s personality.

Example:

"At [Brand Name], we talk like a friendly neighbor who knows a lot about cannabis. We’re relaxed but helpful."

Make rules for writing

Create a guide for how to write for your brand. This helps keep your voice the same on all platforms.

Use words your customers understand

Talk to your customers in a way they can easily understand. Don’t use complicated words or industry terms they might not know.

What Makes You Different

Find what makes you special

Think about what makes your brand different from others. This could be:

How you make your products
Where you get your cannabis
Your company values

Tell customers why to choose you

Explain clearly why customers should buy from you instead of other brands. Focus on how you can help them.

Use your main selling point in all marketing

Whatever makes you special, mention it in all your marketing. This includes:

Your website
Social media posts
Ads
Product labels

This helps remind customers why your brand is a good choice.

Where to Use Your Main Selling Point	Examples
Website	Homepage, About Us page
Social Media	Post captions, profile descriptions
Ads	Slogans, taglines
Product Labels	Short descriptions, logos

Online Presence

Website

Make an easy-to-use website

A good website is key for cannabis brands. It should be:

Easy to use
Nice to look at
Work well on computers and phones

When making your website:

Make it easy to find things
Use clear buttons to guide visitors
Make sure it loads quickly

Follow cannabis ad rules on website

Follow your state’s rules for cannabis websites. Some key points:

Check visitors’ age
Don’t use words or pictures that might appeal to kids
Say clearly that your products are for adults only

Add age checks to website

Use age checks to keep kids off your site. You can:

Ask visitors to enter their birthday
Use cookies to remember age checks

Make different content for each social media site. Think about:

What each site’s users like
How to talk on each site
When to post

Make clear rules for how to use social media. This helps keep your brand consistent.

Write down what’s okay to post
Train staff on these rules

Make sure posts follow all rules

Check that all posts follow your state’s rules. To do this:

Look over all posts before sharing
Use tools to post at the right times

Online Store

Create a simple online shopping process

Make it easy for people to buy from you online:

Organize products clearly
Give clear info about each product

Use safe payment methods

Keep customer information safe when they buy from you:

Use secure ways to take payments
Choose payment systems that follow the rules

Keep product info on-brand

Make sure all product info matches your brand:

Write product details in your brand’s style
Use good photos that match your brand’s look

Website Must-Haves	Social Media Tips	Online Store Basics
Easy to use	Plan content	Simple buying process
Follow ad rules	Set posting rules	Safe payments
Age checks	Follow all rules	On-brand product info

In-Store Experience

Store Design

Make store look like your brand

Your store should look like your brand:

Use your brand’s colors
Use your brand’s fonts
Put your logo in the right places

This helps customers know they’re in your store.

Show off your brand with displays

Make displays that catch people’s eyes:

Use special shelves or stands
Light up your products well
Add pictures or signs that match your brand

Set up your store to fit your brand

Arrange your store in a way that fits your brand’s style:

Area Type	Purpose
Quiet area	For customers who want to relax
Product area	To show off what you sell
Info area	Where customers can learn more

Employee Training

Teach workers about your brand

Help your workers know your brand well:

Tell them why you started the business
Explain what makes your products good
Show them how to talk about your brand

Set rules for talking to customers

Tell workers how to talk to customers:

Be friendly
Use simple words
Answer questions clearly

Help workers tell your brand’s story

Give workers ways to share your brand’s story:

Teach them key facts about your products
Show them how to explain why your brand is good
Practice answering common questions

What to Share	Why It’s Important
Brand history	Helps customers feel connected
Product info	Helps customers choose what to buy
Brand values	Shows what your company cares about

Legal Matters

Trademark Protection

Check if trademark is available

Before getting a trademark, make sure it’s not already taken:

Search the USPTO‘s Trademark Electronic Search System (TESS)
Look for similar names, sounds, or meanings
Check for related products or services
Consider geographic location

Apply for trademark when possible

If your trademark is free, apply to the USPTO:

Choose your product or service category
Fill out and send the application
Pay the fee
Wait for the USPTO to review

Protect your brand items

After getting your trademark:

Watch for copycats
Send warning letters to rule-breakers
Take legal action if needed
Register your trademark in other countries

Rule Check

Make sure branding follows rules

Keep your branding legal:

Check packaging and labels follow state and federal rules
Don’t make false claims in marketing
Use your trademark correctly

Stay updated on changing laws

Cannabis laws change often. To keep up:

Watch for new state and federal laws
Go to industry events
Read industry news

Plan for future rule changes

Be ready for new rules:

Have a backup plan for law changes
Be flexible with your branding and marketing
Talk to industry leaders and lawmakers

What to Check	Why It’s Important
Packaging rules	Avoid fines and legal issues
Marketing claims	Build trust with customers
Trademark use	Protect your brand identity
New laws	Stay ahead of changes

Keeping Brand Consistent

Brand Rules

Make a complete brand guide

A brand guide helps everyone use your brand correctly. It should include:

How your brand looks (logos, colors, fonts)
How your brand sounds (words and tone)
What your brand says (main messages)
Who your brand is for (customers and market)

With a clear guide, everyone can show your brand the right way.

Set rules for using brand items

Make clear rules for using your brand items:

Item	Rules to Include
Logo	Smallest size, space around it, allowed backgrounds
Colors	Main and extra colors, how much to use each
Fonts	Which fonts to use, sizes, spacing

These rules help keep your brand looking the same everywhere.

Keep brand same across all areas

Use your brand the same way everywhere:

Website and social media
Ads and marketing
Product packaging
Staff uniforms and business cards

This helps people know and trust your brand.

Quality Checks

Check all materials match brand

Before using any new materials, make sure they follow your brand guide:

Logo use
Colors and fonts
Words and messages
What makes your brand special

Checking helps keep your brand looking the same everywhere.

Set up approval for new brand items

Have a process to approve new brand items like:

New logos
New colors or fonts
New ads or marketing

This helps make sure new things match your brand.

Regularly check brand use

Keep an eye on how people use your brand:

On social media and in reviews
When working with others
How staff use it

Checking often helps you fix any mistakes quickly.

Where to Check	What to Look For
Social Media	Posts, comments, shares
Partner Work	Ads, joint products
Staff Use	Emails, presentations

Wrap-up

Review main branding points

To build a good cannabis brand, focus on these key areas:

1. Visual identity

Simple, memorable logo
Consistent colors
Fonts that match your brand’s style

2. Brand message

Clear brand story
Consistent brand voice
What makes you different from others

3. Packaging design

Eye-catching look
Follows all rules

4. Online presence

Website that looks like your brand
Social media that fits your brand

5. In-store experience

Store design that matches your brand
Well-trained staff

By focusing on these areas, you can create a strong cannabis brand that customers will remember.

Why to check and update brand often

It’s important to look at your brand often and make changes when needed. Here’s why:

Reason	Why it matters
Rules change	Stay out of trouble
Customer likes change	Keep customers happy
See how brand is doing	Fix problems quickly
Keep brand the same everywhere	Look professional
Use data to make choices	Do better than other brands

By checking your brand often, you can:

Fix problems before they get big
Keep customers coming back
Stay ahead of other cannabis brands

FAQs

What makes a good cannabis brand?

A good cannabis brand clearly shows what it stands for and why it’s special to its customers. It does this through:

How it looks
What it says
How it packages products

The brand should look and sound the same everywhere customers see it.

Key parts of a strong cannabis brand:

Part	What It Means
Logo	Simple picture that people remember
Brand story	Clear message about what the brand believes in
Packaging	Looks good and follows rules
Website and social media	Matches how the brand looks and talks
Store	Looks like the brand and has well-trained staff

To make a good cannabis brand:

Make a simple logo that fits your brand
Write a clear brand story
Design packaging that stands out and follows laws
Make sure your website looks like your brand
Set up your store to match your brand’s style