BuildMySOP
From Compliance Expert to Industry Thought Leader
How we built a cohesive brand ecosystem that turned complex compliance content into a clear, confident, and trusted voice in the cannabis industry.
The Client
BuildMySOP is a digital platform offering the cannabis industry standard operating procedures (SOPs), regulatory compliance support, and document, task, and employee management tools.
Founded by Kady Cravens, a cannabis compliance expert with hands-on experience across every facility type, BuildMySOP helps business owners stay organized, compliant, and confident in a highly regulated and fast-changing industry.
The Challenge
When Kady first reached out, BuildMySOP had the bones of a brilliant brand — deep expertise, a clear mission, and a strong reputation among insiders — but the message wasn’t connecting clearly across channels.
She was building visibility fast: speaking at expos, guesting on podcasts, and creating educational content for operators. But each new platform required fresh messaging that stayed consistent and compelling.
In short: she needed storytelling that could evolve with her growing influence — cohesive, credible, and crystal clear.
The Goal: Create a cohesive brand ecosystem that
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Strengthens BuildMySOP’s voice as an educator and thought leader
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Brings consistency across speaking, digital, and marketing materials
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Builds trust and recognition in a regulated, often misunderstood industry
The method
1/ Awareness: Uncovering the Story
We began by mapping the brand’s core identity — who Kady serves, why her work matters, and how she stands apart in the crowded cannabis operations space.
Through guided interviews and strategic brand mapping, we uncovered the golden thread:
“Compliance isn’t red tape — it’s protection for your passion.”
This became the heart of her brand story and the foundation for every project that followed.
2/ Reframe: Rewriting the Message
Next, we reimagined how that story could show up across multiple touchpoints — from the stage to the inbox.
We developed a clear, educational, and empowering brand voice that translated complex regulatory ideas into relatable, actionable insights.
Presentation for Expo — 50 minutes of high-value, non-promotional education for cannabis operators, packed with applicable takeaways and motivational insights.
Media Kit for Speaking & Podcasts — positioned Kady as a trusted authority, highlighting her expertise beyond social metrics.
SEO Blog Series — optimized around compliance and operational excellence, boosting visibility from page four to page one on Google.
Automated Email Sequence — nurtured warm leads toward demos and service bookings using customer stories, value-based CTAs, and aligned educational content.
3/ Integration: Activating the Ecosystem
Once the messaging was in place, we made sure it worked together — a seamless system of communication that:
Drove awareness through educational content
Built authority through thought leadership appearances
Converted curiosity into trust and partnerships through email and web
Each new deliverable reinforced the next, creating a full-circle ecosystem built on credibility, clarity, and connection.
Project Scope
Brand Messaging & Voice Strategy
Thought Leadership Presentation (Conference)
Media Kit Development
SEO Blog Content
Automated Email Sequence
The Outcome
BuildMySOP’s voice became instantly recognizable — equal parts expert, approachable, and empowering.
The presentation established Kady as a go-to speaker in the cannabis operations space, while her blog and media content positioned the brand as a trusted compliance authority. Other writers within her team were able to use the brand voice guide to maintain consistency across all new content.
From one project to an ongoing partnership, the brand story continued to evolve — growing stronger with each new collaboration.
“Her work exceeded our expectations.
Jessica helped me build content to support my personal brand and leverage my experience and expertise to become a popular and well-reviewed public speaker at events in my industry.
With her PR and brand initiatives, I’ve had such positive feedback from audience members following every event. I’ve continued to book more keynote speeches, podcasts, article features, and interviews representing my company and expertise.
Her work has given us brand authority and recognition and helped us to relay consistent messaging and professionalism across our social networking.
The best part of working with Jessica was trusting that every task was going to be completed to the fullest. I never had stress working with her and knew our company was going to be handled professionally. Everything was always delivered above and beyond what I was envisioning.”
— KADY CRAVENS, Founder & CEO, BuildMySOP.com
