Why Strategic Branding is Invaluable for product companies: insights from a Branding Expert

by | Apr 12, 2023 | Blog | 0 comments

A branding project, or a brand refresh can feel like a huge undertaking – but with the right creative partner, it can feel like a breeze

Why Strategic Branding is Invaluable for product companies: Insights from a Branding Expert

Is your cannabis or wellness brand telling the story you want it to? Let’s face it, there’s a lot of competition in the consumer product market, which means ‘standing out’ might not be as easy as you think. Let’s dive into the world of creative and strategic branding today – and discover how it can help your business stand out in the ever-evolving world of CBD and THC products!

Why Creative Branding Matters in 2023

Creative branding is essential for any business in the cannabis industry in 2023 because it helps differentiate your business from the competition and establish a unique identity. It also allows you to create an emotional connection with your customers and stand out in a crowded marketplace.

Investing in creative branding can help you establish trust, loyalty, and recognition with your target audience. It can also enable you to create a powerful online presence, access new customers, and boost sales. Through creative branding, you can make sure that your business stands out and leaves a lasting impression on your customers.

Did you know:

81% of consumers need to trust a brand to consider buying from it? (Edelman Research)

Developing an accessible, engaging narrative around your cannabis brand can be an effective way of boosting customer confidence and trust in your product. But, crafting such a brand story is certainly no easy task – if it was then hey, anyone can do it!

Creating a brand story that captures your individual essence is an exquisite combination of artistry and savvy strategy! It requires both an understanding of your audience’s mentalities, emotions, and market trends, and the skill on how to create a brand to stir up those intense feelings.

Did you know:

First impressions count! It only takes 7 seconds to make a lasting impact.

So, how do you make a lasting, impactful first impression with your consumers? Through strategic branding of course!


Long Shot Cannabis Company logo – Oregon Cannabis company branding

Strategic branding brings together interesting ideas – with this project, the idea was to celebrate Artemis, the goddess of the hunt and the moon, and how cannabis grows under the sun and the moon. But not be too feminine. This sketch combines all of those things into a usable logo, and playing off the name of the company. 


Strategic Branding is About Working Smart

Let’s delve into the technical side of things: why strategic branding can make or break an up-and-coming cannabis company.

Strategic branding is important because it helps you stand out from the competition, build trust with your customers, and establish a long-term relationship with them. It also helps create an authentic connection between your brand and your target audience, allowing you to reach new customers and increase sales. Additionally, strategic branding can help you build a recognizable brand identity that people will remember and associate with your business.

The elements of strategic branding includeS THESE 3 THINGS:

1. Brand Identity, the visuals

This includes your logo, and other visual elements like your photography style, colors, and fonts that will represent your brand. It should be unique, memorable, and convey the values and overall VIBE of your company.

2. Brand Messaging + storytelling, the words and tone 

This involves creating a consistent message across all channels and platforms that resonates with your target audience. This is the tone of voice of the brand, covering everything that is written about it and even how you speak on video, what kind of emoji to use (or not use any), to what kind of articles the brand should share. Once your brand is figured out, it will serve as a guideline in everything you do. 

3. Brand Positioning, how you’re seen in the marketplace 

This is about understanding how your brand is perceived by your customers and how you can differentiate yourself from the competition. This includes things like whether you’re a top shelf brand or a budget brand, if you’re an alternative to something already in the market. It can include your values, mission, and target audience, in order to differentiate it from its competitors. When done well, you’ll target the right audience that feels a strong connection with your brand, which builds  loyalty.

The evidence is clear: from Baby Boomers to Gen Zs, consumers are increasingly motivated to choose products that are eco-friendly and sustainable – cause marketing could be a part of your brand too!

As part of my branding projects, all of these things are considered as part of the project.

Visuals are of course my love language, but the other parts are equally important!


Cannabis Health Advocates – branding for a wellness consultant

Branding is about evoking feelings – and when photos and words and colors all harmoniously speak the same language, that’s where the magic of branding happens 

Did you know:

Good branding can increase profitability by 23% 


Visuals will have a significant impact on your brand story: 55% of brand first impressions are visual!  Which means having an inviting and eye catching brand, including a color palette, textures, great copy, and flawless typography – those things do matter, it’s not just a frosting on a cake.


Did you know:

A customer won’t know your product is good unless they’re first willing to try it. So the outsides do matter in consumer choice. 


Changemaker Creative: thoughtful and smart branding expertise to make all of this easy and fun 

Building a powerful brand can seem daunting, especially when you don’t have the right resources. My company, Changemaker Creative can help you build a powerful brand from the ground up and bring your company story to life.

From strategy to execution, we will give you the tools to reach your target audience and stand out from the competition.

I’ve got the framework and exercises to bring out the sparkle and shine of your brand – you don’t have to be the creative type, that’s why I am here! 


Flatlay image of Honeybee Collective Colorado ethical cannabis brand

The best branding makes your customers so drawn to your product that they’re willing to give it a try. What’s inside will bring them back, but what’s on the outside will draw them in initially 

Ready to discuss a branding project of your own?

I love to connect with new people, learn about your business, and hear about your hopes and dreams.

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