Patagonia® is one of STASHLOGIX's biggest brand inspirations because they're so good at it. Their website homepage shows a surfer, but Patagonia doesn't even sell surfboards. The surfer in the photo might be wearing a rashguard by Patagonia® but no one would be able to tell from the photo. So why do they do that with their precious homepage space? Because Patagonia's marketing team are branding experts.

In Manhattan, New York, you'll find more Patagonia® jackets than you can shake a stick at, and there's not even a mountain or a surfable wave in sight. Patagonia® knows that there are a lot more urbanites than there are explorers summiting Mt. Everest. Patagonia is able to finesse the line between fashion and function better than anyone. Patagonia's® gear is known to be the best and most rugged outdoor gear, but what does that have to do with Manhattan? It's about creating the aspirational lifestyle image that people want to be associated with.

A good brand creates trust in the Marketplace. A professional appearance and well-strategized branding will help the company build trust with consumers. People are more likely to do business with a company that has a polished and professional portrayal. Being properly branded gives the impression of being an industry expert and makes the public feel as though they can trust your company.

On the most basic level, branding helps a company increase its profit margin by differentiating itself from selling commodities.

At STASHLOGIX, we like to compare our brand vs our competitor's brand using the analogy of Patagonia® vs. Columbia®. They're both outdoor clothing companies but that's where the similarities end.

As an example, who's polar fleece would you prefer to own, a Columbia® fleece or Patagonia®? Most would go with Patagonia® hands-down. But why? Both brands make quality fleeces so there's practically no difference, and Patagonia's® is at least twice the price. So what drives people to Patagonia®? It's the branding. Part of their branding is

· Patagonia® donates 1% of its profit to environmental causes.

· Mission statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

· They expose bad practices in the textile industry and spend the extra money to do it right, for the environment and for its employees.

Patagonia's® brand is about what they stand for as much as it is about what products they sell. In an ultra-competitive landscape, branding allows Patagonia® to sell at much higher prices. They may not be as big as Columbia® in terms of units sold but with better profit margins they don't have to sell as much. In the long run, Patagonia® will probably outlast Columbia®, North Face®, and all of their competitors, because they're strategic down to their socks! The marketing is well thought out and engaging.

Does your business stand for something? Do your customers know it? Do you talk about causes that you're passionate about, or do you talk about your business only? Being something bigger than yourself is smart branding and people recognize it, and subtly goes surprisingly far. Simon Sinek calls it your 'just cause'. Our 'just cause' is to normalize cannabis and to break the stigma. We do this by designing products that help cannabis consumers safely store, organize, and travel with cannabis. You don't need to be hit over the head with it but pick some nice slogans and brand messages and be consistent. For instance, our brand messages are...

· Thoughtful. Secure. Discreet.®

· For Citizens of Everywhere®

. Confidence to be You™

· Stash logically.

· Protect your freedom, VOTE.

Our non-profit of choice is The Realm of Caring, a 501c3 nonprofit that provides support for families using cannabinoid therapy, through patient support, research, education, and advocacy. Learn more at www.theroc.us.