How Cannabis Ecommerce Software Can Help You Build Branded Experiences

As the cannabis industry continues to grow and mature, competition among retailers is becoming increasingly fierce. Building your brand with an ecommerce software partner that puts your brand first is crucial to your success.

Why is brand identity so important?

Your unique brand will help you stand out in a crowded market. With so many new dispensaries and more and more states coming online, you need to find a way to differentiate yourself and make a lasting impression on customers. A strong brand identity can help you do just that.

But brand identity is more than just a way to stand out – it’s also a way to build a relationship with customers. When you have a clear and consistent brand identity, you’re sending a message about who you are and what you stand for. Customers who resonate with that message are more likely to convert to loyal, repeat customers. And we all know that customers are easier to keep than acquire, so your brand focus should be on retention.

Elements of a Cannabis Brand Identity

1. Brand Purpose

Your brand purpose is the reason why your business exists beyond just selling cannabis. This could be to improve people's health and wellness, promote the benefits of cannabis, or support the local community.

Your brand purpose should be authentic and align with the values of your target audience. By establishing a clear purpose, you can differentiate yourself from competitors and create a connection with your customers.

2. Visual Identity

The visual identity of your brand includes your logo, colors, typography, and any other visual elements that represent your brand. Your visual identity should be consistent across all touchpoints, from your website and social media to your packaging and in-store displays.

3. Tone of Voice

The tone of voice is the personality of your brand, conveyed through your written and verbal communication. It should reflect your brand purpose and be tailored to your target audience.

For example, you may choose a tone that is friendly, approachable, and knowledgeable, while still conveying the benefits and importance of cannabis in a professional manner.

4. Customer Experience

Your brand identity should extend to the customer experience, from the moment they walk through the door to the moment they leave. This includes factors such as the layout and design of your store, the level of customer service provided, and the quality of your products. A positive customer experience can lead to repeat business and positive word-of-mouth marketing.

5. Brand Story

Your brand story is the narrative behind your business, which helps to build an emotional connection with your customers. This could include the history of your business, the inspiration behind your brand purpose, or the personal experiences of your team members. Sharing your brand story can help to build trust and loyalty among your customers.

How to use Dispense’s menu to create a branded experience

1. Fonts

Dispense allows use of Google Fonts or upload custom fonts. Fonts are important for branding because they can help create a unique and recognizable visual identity. Choose a font that aligns with your brand's personality: are you more playful or serious? Are you more 70’s hippie-dippie or modern?

2. Logo

Add your logo to the menu, which will be used in communications (email and SMS) to further showcase your brand. Your logo and brand are always primary; we don’t throw our logo in places where it doesn’t make sense.

3. Brand Color

Dispense uses your brand color for buttons and links throughout the menu. Colors can evoke emotions and associations in people, so find a primary color that aligns with your brand's personality and values.

4. Banners

Create custom banners to showcase your in-house brands, deals, or store information. This is the first thing your customers see when they enter your online menu, so bring your brand into your banners.

5. Imagery

Product imagery plays a crucial role in creating a recognizable and memorable visual identity for your brand, especially if you have in-house branded products. For added SEO benefit and personalization, take your own photos, even for outside brands that you carry.

6. Iconography

Custom icons are a great way to further enhance your brand identity and make your menu stand out. Create custom icons that align with your brand's visual identity. With Dispense, you can easily upload your own custom icons and incorporate them into your menu design. By using custom icons, you can help to create a unique and memorable brand identity that sets you apart from your competitors.

7. Loyalty

Loyalty programs are an excellent way to build and maintain a loyal customer base. By offering rewards and incentives to repeat customers, you can encourage them to continue shopping with your dispensary and increase the lifetime value of each customer. Loyalty programs can take many forms, from points-based systems that can be redeemed for discounts or free products, to tiered programs that offer increasing rewards as customers reach certain milestones.

By integrating your loyalty program into your Dispense menu, you can provide a seamless checkout experience for customers who want to redeem their rewards. Overall, loyalty programs are a powerful tool for driving customer retention and building a strong brand community around your dispensary.

8. Copy

Of course, creating a strong brand identity is about more than just the visual elements. You also need to consider your messaging and tone of voice. Our software allows you to create custom product descriptions and even add your own flavor text to your menu items. This is a great opportunity to infuse your brand’s personality into your menu and connect with customers on a deeper level.

Read more about how to make your menu look better.


Telling your brand story is important for creating a sense of authenticity and building trust with customers, which in turn can help to drive loyalty. When customers feel a connection to a brand's story, they are more likely to feel emotionally invested in the brand and its success. By sharing your brand story, you can also communicate your values and mission, which can help to attract like-minded customers who are more likely to become loyal, repeat customers. Additionally, a strong brand story can help to differentiate your brand from competitors and create a unique selling point that sets your dispensary apart. Overall, investing in your brand story is a powerful way to build a strong foundation for customer loyalty and long-term success.

Dispense Team

Dispense is ecommerce software for cannabis dispensaries. We give dispensaries the tools they need to list and sell products on their own website, leverage their menus and data to drive SEO traffic, build direct relationships with their customers, and scale their businesses.

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