Women in Weed
The Importance of Branding in Cannabis and Its Role in Empowering Women
In the dynamic and competitive world of weed, branding is a critical factor impacting a company’s success. Branding is far more than creating a memorable logo and a catchy slogan; it is the way a company, place, person or community presents itself to the world. Branding communicates values, mission, personality, and culture. In the often misunderstood and saturated world of cannabis, a memorable brand consumers can connect with is not only needed, it’s a necessity.
The cannabis world, which is often misunderstood and overly regulated, has an added role to empower, educate, and engage consumers who are themselves increasingly sophisticated (or perhaps skeptical). Everyone is competing for trust and credibility, the main sales drivers. Once a customer trusts a product or a brand, they are more likely to choose that product or service over an alternative, even becoming a brand/product evangelist. We especially see this in the weed industry. The market is saturated, consumers often get overwhelmed, experiencing decision paralysis. A well crafted cannabis brand is a powerful tool to differentiate a company from competitors, foster customer loyalty, and can be a catalyst for a brand’s community growth.
Necessity is the Mother of Invention
Brands have the power to shift perception of an entire industry. Sara Blakely, the founder of Spanx, has not only built a successful company but has also become a symbol of empowerment for women. She saw an industry void for better undergarments and she filled it. She has shown women around the world that you can do anything you want when you build a purposeful brand. For decades, the Spanx brand has been synonymous with shapewear. Because of this, the company has been able to diversify and enter multiple apparel divisions.
Female founders, similar to Sara Blakely, are at the forefront of authentic brands due to pushing past patriarchal beliefs and embracing shared values. This extends to women in the cannabis industry. Today, more women are reaching for cannabis as medicine to compensate for needs that are not being met by western medicine. Female founders have amazing stories to tell that connect consumers and have a remarkable capacity for innovation, both in product development and in branding strategies.
By identifying and addressing unique needs and challenges faced by women, female founders not only create products and services but also promote a sense of belonging and solidarity. This is called community, which becomes an integral part of their brand identity.
Hello Again, has filled a void in the cannabis industry that we never knew we needed. While suppository as a delivery method isn’t new, utilizing cannabis in this way that’s hyper-focused on the needs of generational needs of women certainly is. Developed for themselves by consumer-founders and long-time friends, Carrie Mapes and Patty Pappas, Hello Again products are a line of cannabis infused suppositories formulated to help women to alleviate the woes of hormonal cycles from menstruation to menopause. The suppositories produce no head-shift since it is introduced to the body via vaginal delivery system, which bypasses the intestinal tract and the liver, the organ responsible for converting THC into its psychoactive form which is what produces the euphoria (or “high”) associated with cannabis.
The stories of women in cannabis serve as a source of inspiration for entrepreneurs of all genders, proving that branding is not just a marketing tool but a reflection of a company’s core values and mission.
Branding is a Fundamental Aspect of Modern Cannabis
We’re shaping how customers perceive and interact with companies and their products. As we cultivate our vision for the future, it’s clear that female founders will continue to leave their mark on canna-business, shaping brands that succeed in the marketplace and leave a lasting legacy of empowering inclusivity. Their stories remind us that branding is more than a memorable logo and a catchy slogan but about the profound impact a company can have on its customers and culture.