A brand is much more than the name of a business or product—it’s an identity that defines a company’s long-term goals and customer relationships. ESPN has established itself as the “Worldwide Leader In Sports” by broadcasting the world’s top athletic competitions and sparking water cooler conversations with its daily programming. Kodak built a brand synonymous with photography by capturing everlasting family memories.

Sadly, certain businesses and industries have faced more resistance to establishing brand identities welcomed by mainstream consumers. Most notably, cannabis has had to fight against decades of misinformation regarding the plant and its use in everyday society. Even today, more than a third of Americans believe cannabis legalization will lead to higher usage among youth. Nearly a quarter of the country still refers to the plant as a “gateway drug.”

Fortunately, the continued push for legalization has allowed more Americans the opportunity to discover cannabis’ various wellness and recreational applications. Still, 77% of non-consumers have a relatively rudimentary understanding of the plant. That’s why it’s critical that businesses create cannabis brands that are welcoming and trustworthy, leaving the door open for more education.