Ian Rapsey’s Post

Credibility as Currency: Building Brand Trust in the Cannabis Industry In the cannabis industry, brand credibility is everything. Consumers are no longer just buying a product—they’re investing in trust, quality, and a sense of belonging to something bigger. In this market, where competition is fierce and consumer expectations are high, your brand’s credibility isn’t just an asset; it’s your currency. Here’s what I’ve learned about making credibility your brand’s backbone: 1. Deliver Consistent Quality Quality isn’t something you can promise once; it’s something you must deliver consistently, over and over. In cannabis, people want to feel they’re getting the best every time they interact with your product. And if there’s a way to improve? Do it. Staying ahead with product quality earns respect and builds trust, which is vital. 2. Be Transparent About Your Process Transparency is the foundation of trust. If consumers understand the care, sourcing, and processes that go into each product, it strengthens your brand. When you’re open about how you do things, it reassures people that you stand by the product and their experience. 3. Build Meaningful Interactions It’s essential that each consumer interaction leaves them with a strong sense of who you are and what you represent. When people resonate with your brand’s purpose and story, they’ll be loyal to it. Show them that your values align with theirs, and you’ll create lasting connections. 4. Constantly Reinforce Your Values The cannabis industry, like any industry, has its challenges, but being vocal about your brand’s values—and sticking to them—is crucial. Upholding those standards isn’t just about the here and now; it’s about laying the foundation for long-term consumer trust. Why Credibility Equals Currency Consumers are making choices every day, and they choose brands they can trust to deliver consistent quality and integrity. When your brand is credible, you’re doing more than selling a product—you’re creating value that lasts beyond any one transaction. In this industry, credibility opens doors and builds a foundation that others simply can’t imitate.

10 Alternative Brand Strategies for Cannabis Businesses in 2024

10 Alternative Brand Strategies for Cannabis Businesses in 2024

How Transparency Turned a Snack Brand Into a Movement Last year, a snack brand was on the ropes. Alphabet agencies were targeting them over their simple, two-ingredient product, threatening to shut them down for good. It would’ve been easy to go dark, let things quietly play out, and avoid the risk of bad PR. But they didn’t. Instead, they shared everything with their customers—the challenges, the uncertainty, the fight to save their brand. And the result? It didn’t just save the company—it turned their customers into loyal advocates. The Importance of a Purpose and a Mission This snack brand wasn’t just selling food; they were selling a movement for clean, honest, and real ingredients. When their mission was threatened, they brought their customers into the fight, strengthening the connection to their why. People don’t just buy products; they buy into ideas they believe in, and transparency reinforced that belief. Having a Common Enemy The fight against the "alphabet agencies" wasn’t just the brand’s fight—it became a shared struggle with their community. Highlighting a common enemy (in this case, regulations that stifled innovation) gave their customers something to rally behind. This transparency transformed their buyers into partners in the cause. Outcome Independence Even if the company had gone under, their customers would have followed the founders to their next venture. Why? Because they weren’t just selling snacks—they were building trust and connection. When customers feel a deep connection to a brand, the product itself becomes almost secondary. Here’s the remarkable part: The snack brand didn’t just survive—they came out stronger. Their two-ingredient snacks are back in production, and their customers are more loyal than ever. Radical Transparency Wins Radical transparency doesn’t make you look weak; it makes you relatable. When you bring customers into your challenges, they don’t just buy from you—they root for you. When you share your struggles, you reinforce your mission, unite your audience with a common goal, and build trust so strong that customers stick with you, no matter what. Radical transparency isn’t a risk—it’s a way to humanize your brand and turn customers into advocates. Because when people believe in you, they’ll buy into anything you do.

🚀 Let’s Change the Trajectory for One Incredible Small Brand Today! 🚀 (Edited re-post without the faux logo, keep the focus on this amazing drink today!) I want to tell you about Sly, a family-owned, healthy, epic-tasting drink brand founded by two of the best people I know: Dr. Tom & Dr. Amy Czyz. They’re not just brilliant minds—they’re kind, genuine, and they pour their hearts into every bottle. Imagine this: what if a single LinkedIn post inspired 500 people to buy just one 8-pack of Sly? It could genuinely change their month—and their momentum as a growing brand. Here’s the deal: Sly drinks aren’t going to be the lowest price point out there, but the quality and flavor? So worth it. It’s the kind of product you feel good drinking and even better supporting. 🛒 Take a minute. Visit https://drinkonthesly.com/. Order an 8-pack. 📣 If you do, drop a comment here—I’d love to hear about it and celebrate with you! For full transparency: I don’t earn a dime from this. I have no stake. I just believe in great people and great products, and I think small brands like Sly deserve the spotlight. How cool would it be to see Sly CRUSH 500 8-packs just because a group of people here said, “Let’s make it happen”? Let’s go, LinkedIn family. One click. One drink. One big impact. 💥 Sly™ Dr. Tom Czyz Dr. Amy Czyz

I built SWISH by focusing on one key principle: innovation with purpose. When I first started, I knew the ready-to-drink market was crowded. But I didn’t just want to compete. I wanted to create something that stood out. The key to building a global brand like SWISH? A system that creates momentum and keeps pushing forward, even when things get tough. Here’s what worked for us: 1. Build a brand with purpose.       A strong brand isn’t just about great products. It’s about having a mission that resonates. For SWISH, that meant creating premium, plant-based cocktails with a commitment to quality and sustainability. Your mission should speak to your customers on a deeper level.     2. Humanize the story behind the brand.       People connect with people, not just products. That’s why I’ve always made it a priority to share the story behind SWISH — the challenges we faced, the passion for quality, and the mission to change the cocktail game. Let your customers know the person behind the brand. It builds trust and loyalty.     3. Innovate relentlessly.       We didn’t wait for the market to tell us what they wanted. We created something entirely new. From crafting over 3,000 cocktail variations to collaborating with top mixologists, SWISH was built on continuous innovation. Find your unique angle and double down on it.     4. Know your customer better than anyone else.       I spent months listening to feedback, testing flavours, and adjusting to different markets. Understanding what your customers want is everything. When you know your customer’s needs better than they do, you’ll always stay ahead.     5. Overdeliver every time.       From the ingredients we use to the partnerships we build, we overdeliver at every step. That’s how you create raving fans who spread the word for you.     6. Own your niche.       SWISH isn’t for everyone, and that’s exactly the point. We’ve built a brand that caters to people who value premium, plant-based cocktails. It’s about being the best in a specific space, not trying to please everyone. Focus on dominating your niche.     7. Stay consistent across every platform.       We’ve worked hard to get SWISH in front of the right audience, and consistency is key. From social media to partnerships, staying present and consistent is what drives growth. You don’t have to be everywhere, but you do need to show up consistently where it matters.     Ask yourself these 4 questions: • What’s your brand’s unique mission? • How are you connecting with your customers personally? • What’s your innovation edge? • What niche do you want to dominate? Identify, execute, and never stop pushing forward.

Liquid Death's "Murder Your Thirst" campaign, launched in 2019, marked the brand's debut with a disruptive, satirical approach that instantly set it apart from traditional water brands. Instead of the expected calm and serene messaging, Liquid Death embraced a rebellious and punk-inspired aesthetic, making something as ordinary as water into an exciting and extreme product. This strategy established Liquid Death's brand identity and contributed to its $1.4 billion valuation by 2024. The campaign is notable as it conveys how an audacious tone differentiated the brand and made it relevant in a market where authenticity and boldness are significant to consumers. While this provocative marketing generated buzz, it also risked alienating some audiences who prefer familiarity. The campaign's success underscores how standing out in a crowded market often requires unconventionality. Yet, to sustain success, brands must understand their audience and ensure that their bold messaging aligns with a consistent and authentic brand persona. Looking at Liquid Death's success, what are some potential risks and rewards of breaking away from conventional marketing strategies? https://lnkd.in/ev9sZM4j https://lnkd.in/ehhk2TfK Sean Choi 🫰

Ditch the Bandwagon: Building Authentic Brands for New-Gen Consumers. Instead of band wagoning why not look at what authenticates our brands in the minds of new generation consumers, because they have a different experience path. Forget "keeping up with the Joneses" – today's brand enthusiasts crave something deeper: authenticity. They've grown up in a world saturated with marketing messages, and they can sniff out a phony a mile away. So, how do you win over these discerning consumers? Here's the secret: understanding what truly resonates with them. New-Gen Consumers: A Different Path Unlike previous generations, Gen Z and Millennials haven't followed a linear experience path. They're digital natives, bombarded with information from a young age. They're socially conscious, prioritizing brands that align with their values. And most importantly, they value transparency and genuine connection. Building Authentic Brands: Beyond the Hype Here's how you can ditch the bandwagon approach and build a brand that truly connects with new-gen consumers: Know Your Values, Live Your Values: Don't just preach sustainability – actively practice it. Don't champion diversity just for show – create a truly inclusive environment. Authenticity starts from within. Embrace Transparency, Not Perfection: New-gen consumers respect brands that acknowledge their flaws and strive to improve. Share your struggles, your journey, and your commitment to continuous growth. Focus on Community, Not Just Customers: Build a community around your brand, not just a customer base. Encourage interaction, listen to their needs, and collaborate on initiatives. Remember, it's a two-way street. Storytelling Over Slogans: Craft compelling narratives that showcase your brand's personality and purpose. Let your brand story resonate with their experiences and aspirations. Move them emotionally, not just commercially. Action Speaks Louder Than Words: Backing up your claims with real action is crucial. Partner with causes you believe in, support your community, and make a positive impact. Show them you walk the walk, not just talk the talk. The New Brand Enthusiast: By embracing authenticity, you'll attract new-gen consumers who are passionate about more than just a product. They'll become brand enthusiasts – your biggest advocates, sharing your story and amplifying your voice because they genuinely believe in what you stand for. They'll be invested in your journey, celebrating your successes and supporting you through challenges. So, ditch the bandwagon and forge your own path. Be bold, be true, and be a brand that resonates with the new generation of brand enthusiasts.

Building a Personal Brand: Trust Over Persona!! In a world dominated by social media highlight reels and carefully curated personas, we often forget what truly makes someone stand out. It's not about having the perfect headshot, the catchy tagline, or even the most polished pitch. At its core, a personal brand is about trust—the ability to deliver on your words, to be there when people need you, and to be genuine in your intentions. Trust is what allows people to feel a connection with you that goes beyond the surface level, creating a sense of reliability and authenticity that cannot be faked. Anyone can craft a persona, but a persona alone is hollow if it lacks the foundation of credibility and dependability. The people we admire the most—those whose influence goes beyond just their followers—have something deeper. They keep their promises, show up authentically, and prove, again and again, that they care about the people they serve. Building trust comes from consistently doing the right thing, most of the times when no one is even watching. It comes from offering your expertise without expecting anything in return, from making an effort to listen rather than just broadcast, and from being transparent when things don’t go as planned. Trust is built incrementally, through small, everyday actions that show others that you are someone they can depend on, someone who will be honest even when the truth is difficult. It involves admitting mistakes, showing humility, and always striving to learn and grow. In the agriculture sector building a personal brand is about helping the industry solve real challenges, advocating for fair policies, and fostering growth. It's about creating relationships where people know they can count on you for honest insights and practical solutions. Agriculture is built on hard work, trust, and resilience, and those values must be reflected in the people who lead and innovate within it. Whether it's working with farmers to improve productivity, guiding policy changes for public good, or fostering collaboration across the value chain, a trusted personal brand in this sector is forged by a genuine commitment to positive change. Creating trust is also about being there when times are tough, not just when things are easy. In any sector, but especially in agriculture, there are inevitable challenges that can make it difficult to stay the course. The individuals who make a lasting impression are those who show up during these tough times, offering a steady hand. They don’t just talk about resilience; they embody it. Their brand becomes synonymous with reliability because they are present when it matters the most. So, while it's tempting to focus on building a persona—something slick, impressive, and attention-grabbing—remember that it's the quieter, consistent actions that truly create impact. Delivering trust, being reliable, and staying true to your values—that's what makes a personal brand powerful and enduring.

Transforming Brands with Humour Creating a brand personality is usually about humanising it. And there’s nothing more human than having something that customers can laugh with and remember. A great example was KFC. Through their new ad agency, https://motherlondon.com, they were looking to move the brand upmarket, making the brand a little more savvy, cooler to reflect their young streetwise customers. Then not long after the start of the rebrand, they ran out of chicken. Now running out of chicken when that’s what you sell is not a great look. But instead of panicking, as way of apologising they put out the famous FCK apology. It went viral – in a good way. They turned a disaster into an opportunity. Sales actually grew from a screw up. https://lnkd.in/enXvghDZ. It was cheeky, bold, and yes it was clucking funny (sorry). A strong brand or business personality stands out in the sea of sameness. Without it, your brand might just fade into the background noise or worse get noticed for all the wrong reasons. When Pepsi launched a new ad with Kendall Jenner as part of a rebrand the results were almost as bad as when coke changed the taste of Coke to be more like, well Pepsi. The new branding was muddled. A sort of we’re young, political, lovely, cool, fun, human, edgy and aspirational - like a perfume brand blended with the old Coke “teach the world to sing” with a topping of ‘war on want’ charity. https://lnkd.in/ejTkkN_Y. It’s worth watching - if only to admire just how stunningly bad it is (like a two minute episode of the Office but much much more cringeworthy). It ended up looking appallingly out of touch. It had almost nothing to do with the brand and was quickly deleted by Pepsi. So here’s four practical tips and fun examples, using the power of humour, to help give you a brand personality that's engaging, entertaining and authentic. https://lnkd.in/eZXt-2FD Harriet Shurville Lisa Jones Peta Young Rebecca Griffiths Damian McGrath Visit the Stand Up and Deliver stand at the World of Learning Conference. Transform your learning and development strategies and discover how to speak like a stand-up. Register for your free ticket today: https://lnkd.in/edXq9XAP #WOL24