Apple. Nike. Disney. The most famous brands in the world all have one thing in common; their brands are authentic. What does that mean exactly? How can you build an authentic brand for your own company and why is an authentic brand essential in the cannabis industry?
Your brand is a way to immediately convey a story, an emotion, or a feeling to your audience. It’s the foundation of your business, the backbone of your company. Having an authentic brand is the most important first step you’ll take in setting the tone for your company — and one of the costliest missteps businesses bring upon themselves when they get it wrong. Inauthentic brands lose power and the trust of their audience, resulting in lost time, energy, and profits.