Brand Positioning
ABOUT THIS BOOK
The deeper we are connected and understand who we are as a business, what is true purpose and how we appear authentically, marketing, communications and strategic direction becomes honest and natural, ultimately bringing us into alignment to foster positive change, growth and results. GREAT BRANDS HAVE THREE THINGS IN COMMON: • Clear purpose • Universal need • Consistency This book was written to share the fundamental core of the Harvest brand with you. Read these pages and reflect on your own true purpose. Join with us. The jouney begins with a single step.
CRAFTED BY:
BRAND CONCEPT
a fresher approach to retail cannabis. Traditional dispensaries are a dime bag a dozen these days. Harvest opens the door to a new way to shop for and consume top shelf cannabis. Our brand is built on connection, integrity, education and quality.These are the bricks and mortar of who we are. We invite you to try on a whole new experience of retail cannabis that is warm, welcoming, stylish and won’t leave you sitting in the corner twiddling your thumbs.You’ve waited long enough. Welcome to your Harvest.
THINK YOU’VE FOUND UTOPIA? THINK AGAIN. YOU JUST FOUND HARVEST.
VISION
we’re modernizing cannabis culture. It’s no myth that chemical free cannabis provides a natural way to heal, relax and connect to self and others. We believe you deserve a place where you can openly share and enjoy the cannabis experience, with access to highly trained salespeople and a private, on-site smoking lounge. Harvest gives you that possibility. We are a retail oasis that guarantees the highest quality products from trusted sources, a place that views transparency as a priority not an option, a place that lets you be you and values genuine connections that are authentic. Gone are the olden days of shady pop-up dispensaries that are uninviting, awkward and unpleasant.There is no longer a need to be chasing rainbows. Your new happy ending is filled with health, well-being, and a sense of possibility that will never run dry.
OUR POT IS FILLED WITH SOMETHING WAY BETTER THAN GOLD.
MISSION
helping people feel good again. When we set out to create an entirely new experience of retail cannabis we had one thing in mind, helping you feel good. Focusing on how you feel is the best way we know how to serve you. At Harvest, it’s all about your experience. We provide an unparalleled shopping environment where our customers always come first. People come to Harvest to feel good and it’s our mission that they leave feeling better, always walking away knowing something new. Our top shelf, solvent free cannabis flowers are grown from vendors who share our same core values, our stores are comfortable and inviting and our service and style resembles a boutique hotel with friendly employees that are a notch above any other dispensary. We make the cannabis experience easy, fun, comfortable and valuable.
FEELING
ETTY GOOD SO FAR? FEELING THAT’S GOOD SO FAR? A GOOD THAT’S A GOOD INDICATION. INDICATION.
PRODUCT CATEGORIES Moving past a medical or clinical approach to retail cannabis, Harvest offers a holistic, innovative way to purchase and consume quality cannabis and its affiliated products. We specialize in the precise use of cannabisas a way to cure medical ailments, increase well-beingand promote positive social interactions.Our products allow you to relax in new ways and to enjoy the extraordinary benefits of ethically and responsibly grown and produced cannabis without any unnecessary side effects.
FLOWERS
EXTRACTS
EDIBLES
{NATURE’S FINEST}
{WAXES, VAPOR CARTRIDGES & PENS}
{SWEETS & TREATS}
TINCTURES
ACCESSORIES
MERCHANDISE
{TOPICALS & OILS}
{HARDWARE & CONTAINERS}
{APPAREL & MORE}
PET PRODUCTS
EVENTS
MEMBERSHIPS
{REMEDIES & MORE}
{EXPERIENCES & EXPLORATION}
{STANDARD & EXECUTIVE}
Harvest - We’re your new pipe dream.
HARVEST BRAND POSITION
1 brand. 4 pillars. 12 core values. The Harvest Brand Positioning rests on 4 Pillars: Connection, Integrity, Education and Quality. When combined, a solid brand platform is established that communicates our identity clearly and authentically. Each Pillar is defined by Core Values that explain the fundamental concepts that are our guiding principles in everything we do.
BRAND PILLAR: CONNECTION
connection LOUNGE CUSTOMER EXPERIENCE PEOPLE FIRST
MEET YOUR NEW BEST BUDS. At Harvest, our work is our life, and without genuine connection, our life just doesn’t work. That’s why we bring together the best people in the best environment with the best products. We honor genuine connections with our customers, foster in-depth relationships with our growers and producers, and bring together the highest trained staff and managers to connect people to their source of feeling good. When we join with others face-to-face, in real time, we build trust and relationships that benefit all and everything clicks into place. We are not talkers. We are doers. We are social innovators, lovers of life and pioneers of progress, we just happen to sell really good weed.
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CORE VALUES: CONNECTION
1 LOUNGE
PEOPLE FIRST
at harvest, we give a whole new meaning to passing the bar.
we’d love to say high.
Imagine being able to walk into a stylish, calm, inspired space that encourages you to be who you really are. Imagine being able to consume cannabis freely with other like-minded people without fear of judgment. Harvest has created an entirely new retail cannabis experience offering the highest quality products along with the only private, members-only consumption lounges in the country. There are seven dispensaries in the US with onsite consumption and we operate two of them. Our Wifi enabled private lounges are conducive to both work and social activities. We have all the modern amenities of a social club, yet unlike our counterparts, we specialize in cannabis offerings including tableside service. Always tending to your needs, we will grind and roll your flowers into handcrafted cones, we’ll deliver your favorite vaporizer, we even have a menu with the best food in the area that can be delivered right to your comfortable seat on the sofa. We host product launch parties so that our members can enjoy the latest and greatest from our vendors. We offer varying levels of membership with our executive members having access to private lockers and the ability to rent the lounge for private parties. Because visual and auditory aesthetics rank high on our list of ambient essentials we have music to match the moment, all aimed to please some pretty cool customers.
At Harvest, we’re fired up about all the good things a great cannabis shopping experience can be. We’re retailers at heart, operating sophisticated cannabis stores modeled after the finest retailers in the country. We offer a design savvy retail environment that feels safe and comfortable with products that are merchandised in front of the counter, not locked up in cases. Our standards of service are unparalleled with a professional and approachable staff that comes out to personally greet each customer. Consumers who are new to the cannabis experience can touch and feel our products and learn about cannabis like they would wine, craft beer or pressed juice. As purveyors of top shelf cannabis, Harvest offers a product that lets you think outside the box…then we give you an ultra stylish, super comfy box that lets you think inside.
CUSTOMER EXPERIENCE offering good weed is always a good deed. It’s high time that today’s consumer and their needs come before retailer’s profits. Our retail format normalizes the shopping experience of cannabis, opening the door for those that are still cannabis curious.We care about people and we want to deliver a great consumer experience that is approachable and comfortable. We are welcoming and inclusive to all who wish to learn more about the benefits of cannabis and want to meet genuine, like-minded individuals (and maybe a few highly motivated, enterprising young elephants.)
BRAND PILLAR: INTEGRITY
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integrity TEAMWORK CONTRIBUTION TRANSPARENCY
WE’RE BIG BELIEVERS IN A LITTLE THING CALLED KARMA. Call us old school, but we think the best businesses are built on trust. Integrity is the soul of Harvest, it is the deepest part of who we are. Excellence embodies everything we do. Besides selling the best cannabis in the business, Harvest is focused on creating a brand that is known for quality and service. We strive to be positive role models for the cannabis community by being genuine and innovative. We will always stand behind our products, our producers and our customers. Authenticity, respect and honesty are our core values and we will never steer from them. We simply prefer to drive our business forward using a really great hybrid.
CORE VALUES: INTEGRITY
2 TEAMWORK
TRANSPARENCY
bringing people together is what ultimately sets us apart.
our idea of smoke and mirrors is literally smoke and mirrors.
Going it alone is something we don’t know much about. We believe that working together is simply more fun. We love empowering our partners and employees, working closely with farmers and producers to help them emerge, grow and connect with our consumers. We provide all the team building tools necessary for our expertly trained staff to create the best retail experience possible for today’s cannabis consumer. It just so happens that bringing people together is what ultimately sets us apart.
Above all things, Harvest provides a space where you can feel good and reflect on how great life really is. We’ll never hide behind false pretenses or offer you anything that isn’t in your best interest. You could turn us inside out and find that we are completely transparent in our product sourcing, fair trade practices and pricing. We believe that you have the right to know where your products come from, what is in them and they value that they offer. We will always take responsibility and be accountable for our actions. With Harvest, what you see is what you get. We like it that way and we think you will too.
CONTRIBUTION good weed is a good deed. There’s no need to Bogart good intentions. We believe in looking beyond ourselves and bringing abundance to people through the communal sharing of resources. We are aware that giving back is less about being socially responsible, and more about simply caring. We don’t just donate money, we give our time and our hearts through community outreach programs and contributions that help improve the community, planting the seeds of a better tomorrow. We believe in doing so with quiet reverence and a commitment to improving the world around us. You won’t find us up on a soapbox, or shouting our good intentions from the rooftops, it’s just not our style. We simply want to leave the world a better place than how we found it and at the end of the day offering good weed is always a good deed.
BRAND PILLAR: EDUCATION
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education HARVEST UNIVERSITY BENEFITS LEGALIZATION
AT HARVEST, WE GIVE NEW MEANING TO THE TERM HIGHLY TRAINED. We’re firm believers in having superb soft skills. Cannabis is an emerging product category that’s constantly changing, and it’s our responsibility to know the score. At Harvest, we make it our duty to educate our staff to become industry experts who know how to match the right product with the right person for the right results. Our pledge to be the most informed retailer of Cannabis takes us beyond what’s expected, and it’s clear when your walk into our shops— insight doesn’t happen by chance, it’s passed between friends.
CORE VALUES: EDUCATION
3 HARVEST UNIVERSITY
BENEFITS
we give a whole new meaning to passing the bar.
then again, maybe we are.
Success for us begins with creating a great team that is happiest serving our customers. We take great measures to train our staff to be the best in the business. Harvest University is the basis of our training and it’s the only one that we know of. Each one of our staff members goes through a multi-day certification program focusing on team building and the customer experience. We specifically educate our staff on cannabis, our culture and our values, pulling in various individuals that specialize in product knowledge, patient education, medicinal qualities and benefits. Our cannabis clerks come out knowing everything there is to know about our products - their origins, the effects and how to match ailments and desired feelings to the right strains. Harvest takes the guesswork out of cannabis consumption offering expert guidance that is certifiable. When it comes to finding the best team players, we simply go hire. (Dudes need not apply.)
We love weed as much as you do, not just because of its powerful medicinal benefits, but because it uplifts lives. Not only is cannabis a proven healer of many of life’s conditions, it improves and elevates lives with far less harmful effects than other legal substances, including alcohol. Cannabis helps you recover from illnesses, relax and reboot, laugh (a lot) and play spontaneously. It saves the lives of the sick; from cancer patients to young children that suffer from seizures. As a sleep aid and a reliever of anxiety and pain, it allows people to function more effectively. Used as a way to enhance social situations, cannabis lets you enjoy your experience more deeply and the sheer variety ensures that there is an application for anyone and any circumstance. When enjoyed responsibly, Harvest believes that cannabis simply makes life better, from J to Zzz’s.
LEGALIZATION let the good times blow. Harvest has united with California policymakers and activists to strengthen the campaign for California legalization and the whole country is watching. By December 2016, it is likely that recreational legalization will be a reality in California, paving the way for other state and federal legalization. In the wake of newly appointed cannabis laws, unknown farmers who have been shrouded in the obscurity of the emerald triangle will begin to emerge allowing California to become the epicenter of the cannabis industry. We project that by December 2020 more than half the states in the US will enjoy legalization. Perception is changing in America, federal legalization is on the horizon and consumers will soon be able to connect to the source of their products. By July 2016 Harvest will have two fully operational stores that will define retail cannabis, introducing an upscale on-site consumption model for others to follow. It’s time to break new ground and enjoy the benefits of a really good Harvest.
BRAND PILLAR: QUALITY
quality TESTING & SOURCING RECEPTION VARIETY
EVERYONE APPRICATES BEAUTIFUL FLOWERS. Harvest is committed to every customer experience being the very best it can possibly be, without exception or excuses. We’re setting high standards for quality and we always guarantee our products will be free of chemicals and additives. We make the retail experience so comfortable and relaxing that you’ll want to bring in your real friends, you know, the ones who know you smoke pot.
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CORE VALUES: EDUCATION
3 TESTING & SOURCING
VARIETY
our tests are harder to pass than the mcat.
our top shelf smokables… the kind of hit spotify can’t give you.
We know where your pot comes from, do you? Harvest nurtures in-depth relationships with our farmers and producers by taking the time to visit their farms and production facilities. We are curators of quality, painstakingly going to great lengths to source the best possible cannabis products across all segments so you don’t have to. We test all of our products for potency and effectiveness, ruling out pesticides, molds and other potentially harmful elements. We serve quality solvent and chemical free products filled with everything you need and nothing you don’t. We’ll never cut corners, but we will trim some really good plants.
PECEPTION what’s wrong with wearing rose-colored glasses? Harvest is upgrading the way you see cannabis from 4:20 to 20/20. Our safe, comfortable environments and friendly, knowledgeable staff erase the negative stoner image, replacing it with a modern perspective that is free of judgment. Perception is changing in the cannabis industry and we are committed to leading the way with our refreshing approach to cannabis retailing. By transforming the way people shop for and consume cannabis, we become catalysts for change, making the world a better place. We think it’s high time to leave the purple haze behind and wake up to a future that’s clean, bright and nowhere near shady.
At Harvest, we do not strive to be a cannabis superstore and our assortment of cannabis strains won’t resemble a giant playlist, but we do carry a well-edited variety of enticing products across the cannabis continuum. Harvest is known for great branded products; there are no tricks up our sleeve. You will always find flowers, extracts, edibles, tinctures, and ancillary items that help you enjoy the ritual of cannabis consumption. With Harvest, the hits just keep on coming.