How to Start a Cannabis Brand
The food product market is a hotbed for investment!
Consumers care more than ever about health and sustainability. Plus, large food corporations are funding + acquiring smaller companies with innovative food products. It’s a great market either way!
But the food product market is a heavily regulated one so you’ll need to follow the law closely. Here’s what you need to know…
1. Start your company
If you’re operating a business without registering as an LLC or Corporation, you’re taking a big risk. Your personal assets can be taken to pay your business debts. That means you can lose your car, house, and bank account on a product injury, a bad business deal, or a freak accident.
This is so important for cannabis brands because you never know how your product will react to people’s allergies or health. If someone develops a reaction to your product, you can be sued for damages.
Youʼll start by completing the state paperwork to register your entity. First, you'll need to decide what kind of entity is the best fit for you. If you haven't decided yet, check out our guides to Sole Proprietorship, Partnerships, LLCs, C Corporations, and S Corporations.
Now you're ready to register. If you are registering an LLC, the form is usually called Articles of Organization. If youʼre forming a Corporation, the form is called Articles of Incorporation. You can find these on your stateʼs corporation agency website. Youʼll also need to choose a registered agent, principal place of business, and business purpose. Keep in mind that all of this information, including your address, will be public.
In states where cannabis is legal, you’ll need to follow your state laws closely. In California, you’ll need to start with a local permit and then obtain a license from the state. Check with your local jurisdiction first to see the requirements for obtaining a local license. You may need to meet residency requirements, verify that you do not have a criminal record of certain crimes, and provide a business plan, odor mitigation plan, security plan, community regulation plan, and proposed hours of operation. You’ll need to ensure that you’re operating in an area that is zoned for cannabis operations.
Tip: Call in your business attorney if you’re not sure which license or entity is the right fit for your company.
2. Lock down your brand
Trademarks give you the exclusive rights to use your company name nationally. So if someone else registers your trademark, they’ll own the rights to your name nationally. You'll only be able to use it in your geographic region (typically your city). That's not ideal!
Think about how many brand pieces feature your company name: your website, social media, business cards, products, marketing materials, press links, inventory, etc. If you want to operate nationally, you'll need to change all of that + pull back all inventory with the brand on it, or possibly pay monetary damages. You'll lose customers, money, and valuable momentum.
Bottom line: if you’re building a brand, you need to own your trademark.
3. Find your products
If you’ve read our popular blog post, How to Start a Business, you have a plan for what you’ll sell. Once you decide on your product list, you’ll want to create recipes to help you outsource your products to a contract manufacturer. You’ll want to have a contract in place with your manufacturer that spells out the items produced, specifications, production + payment timelines, and inspection rights.
4. Promote your company
There are so many ways you can market your brand. You can use instagram, Facebook, Snapchat, Twitter, YouTube, email newsletters, and influencers to promote your brand online. Find out where your customers are online and join them!