Brand strategies can help you differentiate your farm in the minds of the people who are essential to your success. They can help you develop a credible reputation for what you’re truly great at — which can result in many benefits.
Building a solid brand for your farm could mean you move to first place on the Rolodex at the local elevator, for instance, or that you’re the first who gets a call when a local processor is introducing a new contract opportunity, or when an input supplier is launching a new product.
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A strong brand can also enable you to better identify and capitalize on business-building opportunities, ranging from innovative business partnerships to diversification opportunities that can strengthen your business and increase profits for the long term.
But what is a brand, really?
Essentially, your brand is a promise. It’s a promise of the experience someone will have when encountering any aspect of your business — whether it’s buying your product, visiting your farm or place of business, or even just having a conversation with you.
Developing a brand is a commitment. It requires you to identify what promise you can fulfil again and again, and use the right mix of tools and techniques to communicate that promise.
FINDING YOUR BRAND
The first step in branding can be the hardest. It’s to find the essence of your business. What will make you stand out? Brands are typically based around one or two key things. When you think of John Deere you probably think of reliability and tradition. Coca Cola brings to mind fun and refreshment. Nike stands for performance.
Start by doing an audit of feedback you’ve received in recent months. Make a list of comments you’ve received or overheard in the past, or solicit feedback from employees, suppliers, business partners, customers, friends and family.
While defining your brand, don’t be tempted to squeeze in everything you’re good at. Similarly, don’t base your brand on qualities that you’d like to be known for but that realistically aren’t your strengths. You can say whatever you like about your business, but unless you deliver consistently on your brand promise, your brand won’t stick. The purpose of a branding exercise is to focus on the unique qualities that set you apart and that you know you can deliver at every single encounter, every single time.
Once you’re confident you’ve zeroed in on the key features of your business, consult with the same people you previously asked for feedback to see if they agree. If they all agree you’ve nailed it, you’re ready to develop your brand marketing tool kit.
LIVING YOUR BRAND
As the face of your farm and your business, you are the figurehead of your brand. The best thing you can do to build your brand is to live it. Each interaction is an opportunity to deliver your brand promise, whether it’s working with your employees, talking to your agronomist, making a purchase from your dealer, providing a sample for a processor or engaging with fellow farmers.
If you employ staff, you’ll need to ensure they fully understand what your brand stands for and know how to deliver. For example, if you stand for quality, what quality assurance processes do you have in place for them to follow? Have you made your expectations clear about what quality means and how to ensure a consistent experience for every person who visits the farm?
The most successful business leaders refuse to do anything that could compromise their brand reputation. Being true to your brand ideals at every stage is the most effective method to make your brand a reality.
Building, promoting, and living your brand will not only help you achieve goals, it may also help you weather tough times. A solid brand provides the anchor to help your business thrive in good times and stay solid during adverse circumstances. In the unpredictable world of farming, the stability of a strong brand could make all the difference. CG
Camille DePutter is a public relations consultant at Cohn & Wolfe.
Backed by the experience, insights and support of a global network, Cohn & Wolfe has provided expert communications services for nearly 20 years. With strategically located offices in Calgary, Toronto and Montreal, Cohn & Wolfe has a proud Canadian history, and over 50 of the country’s most creative thinkers.
