When consumers browse your dispensary's online menu, brand presentation matters. High-resolution logos, brand banners, and verified product descriptions help build trust and create a polished shopping experience. Dutchie E-Commerce supports two types of brands: Global Brands and Local Brands. Understanding the difference helps you identify why a logo may be missing from your menu and how to fix it.

Global Brands are part of Dutchie Connect's content library and display official logos and descriptions automatically. Local Brands are placeholder entries created when a product is assigned a brand name that does not yet match anything in that library. Products linked to Local Brands will not display logos or descriptions on your consumer-facing menu.

Dispensary Managers and Retail Sales Managers can resolve most logo gaps by manually linking Local Brands to their corresponding Global Brand entries directly in the Dutchie E-Commerce admin.

Things to know

• Global Brands are managed by brand owners through Dutchie Connect. Retailers cannot edit Global Brand content directly.
• If a brand has not been added to Connect at all, it will not appear in the Global Brand dropdown, and you will not be able to link to it from your menu.
• A Global Brand can still display a missing logo if the brand owner has not yet claimed their portal or uploaded a logo. In that case, the fix requires action from the brand owner, not the retailer.
• The Global Catalog is Dutchie's source of truth for how a brand should be represented. To keep brand presentation consistent across every dispensary menu, Dutchie systems always display the brand name exactly as it appears in the Global Catalog — even if your Backoffice entry uses a different name.

Understanding Brands: Global vs. Local

Global Brands

Global Brands are officially managed within Dutchie's content library.

• They automatically include official logos, brand banners, and verified product descriptions.
• Managed directly by the Brand owners themselves via Connect.

Local Brands

These are "placeholder" brands created automatically when a retailer enters a brand name that doesn't yet match our library.

• Because these aren't linked to our central library, they will not display logos or descriptions on your customer-facing menu.

Why brand names may look different: the Global Catalog and brand aliases

The Global Catalog is the source of truth for how each brand wants to be represented across Dutchie menus. That's why you may sometimes see a brand name displayed on your menu that looks slightly different from what's entered in your Backoffice product record.

This is expected, and it doesn't mean the connection failed. Brands in the Global Catalog can have one or more known aliases ; alternate names, abbreviations, or previous naming conventions that the brand is still associated with. If your Backoffice entry matches one of a brand's known aliases, that product will still successfully connect to the correct brand in the Global Catalog, and the official Global Brand name (not the alias) is what displays to consumers.

Example: Your Backoffice product might list the brand as "GB Farms," while the Global Catalog entry is "Green Bee Farms." Because "GB Farms" is a recognized alias, the product still links correctly to the Green Bee Farms Global Brand. Your menu will display the official name, logo, and description exactly as the brand intends.

If you don't see this alias match happening: for example, your product still shows as a Local Brand even though you believe the brand exists in the Global Catalog under a different name -  see steps below to link it manually.

Backoffice vs. E-Commerce: two systems, two ways to fix the connection

Backoffice and E-Commerce are separate parts of the Dutchie system, creating two possible paths to resolve a Local Brand or missing logo:

1. Fix it at the source (Backoffice): Update the brand name on the product record in Backoffice so it exactly matches the Global Brand name or one of its known aliases. Once it matches, the connection to the Global Brand happens automatically.
2. Fix it on the menu (E-Commerce): Leave the Backoffice entry as-is and manually link the product to the correct Global Brand directly in the E-Commerce admin (see steps below). This overrides the automatic name-matching for that product.

The Logo Gap: Why is a brand logo missing?

If you see a "missing logo" on your dispensary menu's "Brands" page, it is usually due to one of three reasons:

1. The Local Brand Issue: Your product is currently assigned to a Local Brand instead of a Global one.
2. The Unclaimed Portal: The Brand exists as a Global Brand, but the brand owner has not yet "claimed" their portal or uploaded a high-resolution logo.
3. The Brand Doesn't Exist in the Catalog Yet: The brand hasn't been added to the Global Catalog at all. In this case, there's no Global Brand entry (and no alias) for your product to match, so it will not appear in the Global Brand dropdown and will remain a Local Brand until the brand is onboarded to Connect.

Proactive Troubleshooting: If you have verified that a product is linked to a Global Brand but the logo is still missing, the brand owner needs to update their Brand profile in Connect. You can encourage your brand representatives to reach out to Dutchie to verify their official content. If the brand doesn't appear in the Global Brand dropdown at all, encourage the brand to get set up in Connect so they can be added to the Global Catalog.

Retailer Education: How to Update Your Menu

Steps to Link to a Global Brand

1. From your Dutchie Ecommerce admin page, click Menu.
2. Search for and select the specific Product you wish to edit.
3. In the Brand field, click the dropdown menu. This searches the official Dutchie content catalog.
4. Select the matching Global Brand from the list. Note: if it's not in the list, then the brand has not yet been added to Connect.
5. Click Save.

Related articles

• Learn more about Dutchie Connect
• Manage Brands in Dutchie POS