High Buds Club is an exclusive online community for Budtenders with over 7000 members across Canada. Rooted in cannabis culture, HBC provides a platform to connect, share knowledge and develop skills through cannabis product and retail education. 

HBC offers cannabis brands the opportunity to take their products from awareness to willingness to recommend through meaningful engagement with members. By fostering better understanding between brands and the people on the frontlines of cannabis retail, they help everyone sell more weed.

High Buds Club needed to refine their unique brand voice and ensure it translated across various channels, including their members-only community, social media and B2B communications. They engaged me to revise their existing brand positioning, mission statement and values, and establish a new brand personality. I was also engaged to write copy for HBC’s members-only community, social media accounts, product sampling campaigns, print materials and sales documents.

Using Aaker’s 5-Dimensional Brand Personality Framework, I analyzed their existing materials and content to determine where they stood. I then reviewed these findings with the HBC team and conducted an interactive workshop to determine which traits should be enforced and which should evolve to shape a more authentic and unique voice for the brand. With the outputs from this workshop, I revised HBC’s brand positioning, mission statement and values and provided a guide showing the brand’s personality traits on each scale of Aaker’s framework, as well as copy examples so their team could ensure the brand personality stayed consistent throughout all copy produced going forward. Together, we determined that no matter the channel, HBC would portray itself as an exciting and competent brand focused on serving up deep cannabis marketing expertise with a side of fun.