Prior to starting Santa Cruz, Brendan graduated from UC Santa Cruz where he studied and got his degree in Medical Anthropology. That’s when Brendan started reading PubMed studies on CBD and other cannabinoids which led him to try out different CBD products. He struggled to find products that had a dosage that mimicked what is used in the studies on humans, so he created an ultra-potent line of CBD formulas that contain the proper dosage and other supporting roots, herbs, adaptogens and amino acids.
The most common reasons people buy the products are because of pain, anxiety, and sleep issues. They have some amazing topical formulas that are used for both topical pains and to nourish the skin. After interviewing Brendan it’s safe to say that a major part of the success has been branding the products successfully. According to Brendan these are three keys to branding products successfully.
Focus on Quality
The quality of the product is everything says Brendan. You are competing with giant brands that focus on selling low-cost quality items for a razor-thin margin. If you try to peddle stuff that is inferior quality, you won’t stand a chance to the big names.
Create a Community Around Your Product
It’s a long game to build a community around your brand, but it creates an authentic, long-lasting connection between your brand and customers. Customers are increasingly making decisions based on alignment with their values, so it’s important to remember to focus on creating a community around your product while sticking to your ethics and values as a company. These are what your community resonates with and as soon as you gear away from your core values as a company, your community will notice and move on to a new product or brand. When brands build community, they invite potential customers to become part of something bigger and to have an impact together.
Samples. Samples. Samples.
According to Brendan samples are important. Often times the sample is what gets them coming back for more. If people aren’t trying, then they definitely aren’t buying. One of the most effective ways to gain new customers is to give your product away. Now while that might seem counter-intuitive, giving away your product can actually be more beneficial to your bottom line than discounting. There are really good benefits to giving away product samples.
- Increase brand awareness
- Increase the potential for conversions
- Increase Traffic
- Build your client list
- Boost reputation
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