Cannabis Branding Guru JP Donahue: From Cultivation to Digital Dominance
JP Donahue, the Chief Marketing Officer (CMO) of Deeproots, a digital agency specializing in boosting cannabis retailers’ market share, brings a unique perspective to the cannabis industry. His journey began with cultivating cannabis under California’s Prop 215, transitioning from screenwriting and law to delve into the world of cannabis where his cultivation experience shaped his approach to cannabis branding. Donahue now helps cannabis brands recover from what he calls "SEO trauma" – the damaging effects of agencies that overpromise and underdeliver on search engine optimization. His transparent, results-driven approach aims to rebuild trust and drive tangible results for businesses who’ve been burned by unreliable SEO practices.
Key Takeaways:
- From Cultivation to Branding: Donahue’s unique background in cannabis cultivation gives him a deep understanding of product quality and consistency, which is essential for successful branding.
- The Superhero Model: His new book, "How to Sell Weed – A Field Guide," introduces the "Superhero Model" for cannabis branding, which identifies and leverages a brand’s unique superpower.
- Make Cannabis Fun Again: Donahue’s co-founded dispensary, Tropicanna, defied the clinical aesthetic of traditional dispensaries, creating a vibrant, recreational atmosphere that resonated with customers.
- The 70/30 Rule of SEO: Deeproots’ data-driven approach to SEO emphasizes the power of ranking first on search engines, which can capture up to 70% of the clicks.
- Beyond SEO Trauma: Deeproots aims to restore faith in SEO by providing transparent, results-driven services, offering a roadmap to improved website rankings and a stronger Google Business presence.
From Cultivation Roots to Digital Growth
Donahue’s path to cannabis branding began with his hands in the dirt. "I’ve always been interested in the plant, the science of it," he explains. His early days in cultivation under California’s Prop 215 provided a firsthand understanding of the industry’s complexities. “The quality of the product matters immensely," he emphasizes, a perspective that informs his branding strategies.
He recognizes that cultivating a successful brand requires a similar level of meticulousness and care. "It’s hard work to build a brand," Donahue says, "It’s not just about making a logo and a name. It’s about developing a consistent experience that people love."
The Superhero Model: Discovering Your Brand’s Unique Superpower
The "Superhero Model" is at the heart of Donahue’s book. "It’s about asking yourself what your brand does best," he explains. "What’s your superpower? What makes you stand out from the crowd?" He uses the example of Tropicanna Dispensary, which found its superpower in customer service. "They became known for having the friendliest, most knowledgeable staff in the area," Donahue says, "And that resonated with people."
Donahue stresses the importance of a cohesive brand experience that extends far beyond just a logo or a name. "Your menu is a part of your brand, your customer service is a part of your brand, even the cleanliness of your store is a part of your brand," he explains. "You have to create a narrative and an experience that people want to be a part of. If you’re not doing that, you’re just another nameless store."
Making Cannabis Fun Again: Tropicanna’s Bold Approach
Donahue’s co-founded dispensary, Tropicanna, challenged the prevailing medical-centric mindset that dominated the cannabis industry. When it opened in 2019, most dispensaries were branded with a sterile, clinical aesthetic. But Donahue saw an opportunity to break away from this mold. “We knew we needed to stand out,” Donahue says.
Tropicanna embraced the fun, recreational side of cannabis, creating a vibrant, colorful atmosphere that felt more like a Miami Beach day club than a traditional dispensary. The bold, playful branding was not without its detractors. "People told us it wouldn’t work," Donahue recalls. "They said it was too flashy, too out there. But we knew we were onto something different.”
Despite the skepticism, the strategy proved successful. Within a year and a half, Tropicanna rose from the bottom of the market to a top-five position, achieving $15 million in annual revenue. The vibrant colors, engaging retail space, and welcoming atmosphere drew in customers seeking a different, more enjoyable cannabis experience. "People were tired of the old, medical model," Donahue says. "They wanted something fun, something that made them feel good."
Deeproots: Eliminating SEO Trauma and Driving Results
Donahue’s partnership with Deeproots, a digital marketing agency specializing in cannabis, has been instrumental in his success. "They helped us reach a whole new audience through search engine optimization (SEO)," he explains. "They understood the importance of being top of mind in the digital landscape."
Deeproots approaches SEO with a meticulous, data-driven approach. Donahue emphasizes the importance of transparency and realistic strategies to build trust and deliver tangible results, especially in an industry where many businesses have been burned by overpromising and underdelivering agencies. “We call it ‘SEO trauma,’" Donahue says. "It’s the disillusionment that comes from investing in SEO services that don’t work. And that’s why we are so transparent with our clients. We show them exactly what we’re doing, how we’re doing it, and what results we’re getting."
A Deeper Dive into Deeproots’ Approach:
Deeproots’ process begins with a thorough digital health diagnostic. This includes a website teardown, a keyword ranking analysis, and a Google Business page assessment. Based on the findings, the agency creates a detailed roadmap for improving organic website rankings and Google Business presence.
"We essentially provide a GPS for the client," Donahue explains, “guiding them through the steps they need to take to achieve their online goals." The agency also offers regular reports and monthly check-in sessions to track progress, adjusting strategies as needed for maximum performance.
Donahue’s journey exemplifies how cannabis brands can overcome setbacks and achieve lasting success by embracing innovative branding, leveraging data-driven strategies, and building a culture of transparency. His unique blend of experience in cannabis cultivation, branding, and digital marketing provides a valuable blueprint for entrepreneurs seeking to navigate the evolving landscape of the cannabis industry.
