Designing and Marketing Brands in the Psychedelics Space
Article written by Aaron Jones
While still in its early stages, the psychedelics industry is poised for rapid expansion. As public awareness of psychedelics’ therapeutic potential continues to expand, the demand for ethical and trustworthy brands within this burgeoning sector is intensifying.
Brand design and marketing are essential for building a strong and influential brand in general, but even more so in regulated markets like psychedelics where building trust is critical and the marketing channels are limited. Brand design is the process of creating a visual identity that represents your brand and resonates with your target audience. Marketing is the process of communicating your brand’s message to your target audience and persuading them to take action.
Some best practices for psychedelics brand design and marketing:
- Use visuals that are respectful and inclusive. Avoid using stereotypical imagery.
- Be mindful of your tone of voice. Your messaging should be informative and educational, but not preachy or judgmental.
- Focus on building trust and credibility. Share testimonials from satisfied customers and highlight your brand’s commitment to safety, efficacy, and transparency.
- Partner with other ethical and trustworthy brands. This is a great way to reach a new audience and build credibility.
Channels and Tactics for Growth
There are several basic channels and tactics that you can use to grow your brand in the psychedelics space.
- Social media marketing: Social media marketing has been a great way to reach a large audience and target your ideal customers, however can be very limited based on your brand and products or services offered. Having a strong, consistent brand and visuals play a key role in how you can communicate your products without explicitly stating what they are.
- Email/SMS marketing: Building first-party data is another area that will allow you to reach your target without having to be restricted in your messaging and is critical for building subscribers and more consistent revenue. Finding the right platforms for Email and SMS can take time due to their policies on the type of content being sent through the platform, but some platforms are more open to regulated markets.
- Influencer marketing: Influencer marketing is one of the most effective tactics in regulated markets. Being strategic regarding your core target consumer and finding ambassadors that align with your vision and goals will be important for long-term relationship building and success.
- Brand activations: Brand activations at events bring your brand to life and are one of the best ways to introduce customers to the brand. This could include a variety of strategic integrations (eg, hosting workshops, retreats, or conferences) that don’t need to break the bank if planned properly. One recent example is Adeptus Partners LLC Emerging Markets Practice and Sands Lane integration into Wonderland Conference.
- Public relations: Public relations is the process of generating positive media coverage for your brand. Partner with PR firms or freelancers to get your story featured in relevant publications.
As the psychedelics industry continues to grow, brands must be mindful of the ethical implications of their work. Here are a few things to keep in mind:
- Be respectful of the indigenous cultures that have been using psychedelics for centuries.
- Support research into the therapeutic potential of psychedelics.
- Advocate for responsible and ethical use of psychedelics.
By following these guidelines, brands can play a positive role in shaping the future of the psychedelics industry.
Building a strong and ethical brand in the psychedelics space takes time and effort, and since the industry is in such an early stage, the opportunities can be significant. By following the tips above and aligning yourself with trusted partners, you can begin to create a brand that is trusted and respected by consumers.
The Fiorello team has decades of experience providing services in regulated markets. Email me to speak about how we can best support you on your journey.