The importance of CBD branding cannot be understated: both in respect of marketing and messaging, and ensuring that the correct information is always provided.
We often talk about the importance of branding and marketing to make sure that as many people as possible understand what CBD is and what it could do for them. But the primary focus of this article is actually more about making sure that the messaging is accurate and the labelling is correct, as this has been a problem in this emerging market for quite some time.
Recent bolstered regulations like the FSA Register of approved products can help in this regard, but much more does need to be done.
The importance of CBD branding being right
The importance of CBD branding in terms of it being right is absolutely critical. The last few years has seen some big changes in the CBD industry: as popularity has inevitably increased, greater regulation has come into force as we would expect. There is now an FSA register for approved products which we are proud to be on.
But what we are talking about first here is the fact that many studies have found that a lot of CBD products have been mislabelled and the branding has been incorrect. Not only can this undermine trust from customers in an emerging market, but this could also do harm to the wider reputation of the industry. Whilst we often talk about the importance of CBD branding in respect of making sure the messaging is correct from a marketing perspective, it is also vital to make sure that there is honesty and transparency in the products available.
Plenty of studies and research into CBD products have found that some of them available have not contained what they said they would, or contained greater volumes of things than they should. One study I recently saw shared on online suggested that over half of products in a particular category had been mislabelled. This is really worrying, and it is important for sellers to get branding right and for us as manufacturers to assist in this regard.
Mislabelling of your products can undermine trust in what is a popular and emerging market. The simple solution is that businesses must get it right, and regulations such as the recent FSA register can help in this regard.
Getting the key messages across
We often also talk about the importance of CBD branding to make sure that the marketing messages are correct as well. This is more about educating people about what CBD is and what it is not, as there is still plenty of uncertainty from people as to what it is that they are trying.
CBD is not marijuana, and it is not designed to make people experience the feeling of being “high”. When crafted legally and correctly, CBD is a food supplement and not an illicit narcotic. But given the history of cannabis plants, the mindset in terms of perception of what it is has been long established. It is important for manufacturers and sellers alike to make sure that messaging and branding shows what CBD really is and how it could help people. This is especially important given that the target market for CBD could be anyone of adult age given how diverse it is as a product. We want people to experience the potential benefits of CBD so it must be marketed in the correct way so people understand exactly what it is that they are buying.
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