continued from previous storyFEEDBACK AUDIT
To define the essence of your brand, a little exploration is required. Ask yourself and some people you trust the following questions:
What makes you great?
What do people respect about what you do and how you do it? What do you love about what you do? What are you most proud of?
What makes you different?
What do your competitors do that you do better? What are problems or complaints people typically have that you are able to solve?
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What does your target group want?
What are buyers, suppliers or other business partners frustrated
by that they would love for you to solve? What can you do that would make them more efficient and profitable, and help them enjoy their work more?
Look for the overlap between what you do exceptionally well, what your competitors don t do as well, and what your target group wants. Chances are this is where you will find the core elements of your brand.
YOUR BRAND TOOL KIT
MARKETING MATERIALS
Depending on your needs, your marketing materials may be as simple as a logo and business cards or as complex as a website, brochures, signage and product packaging. A design or marketing agency may be a wise choice to help you develop professional, fresh-looking materials and content that fits your brand. Students and recent graduates from design or marketing programs can also be an excellent source of talent for hire, if you re confident enough to guide them to what you want. Ask for referrals from people you know who have undergone a similar process.
PUBLIC RELATIONS
Editorial coverage in appropriate media outlets can be an excellent vehicle for brand building, providing you with opportunities to share your expertise on relevant issues, or showcase your latest products or programs. Contact media if you have something newsworthy to share or a unique perspective on a popular issue. If planning on using the media as a vehicle, first consider the following:
Who is my target audience? (Consumers, chefs, importers, elevators) What media do they follow? (Community newspapers, trade publications, local television, radio)
What do I want to communicate and why should they care? (Product news, company announcement, industry trends)
What is the ideal way of communicating my message? (Interview, press event, article written by you)
Pursuing editorial coverage can be time consuming and won t always yield results. Enlisting the help of a public relations expert or firm with knowledge of agriculture can be a worthwhile investment.
SOCIAL MEDIA
Social media offer endless ways to connect with your target audience and promote your brand. Many people throughout the agricultural sector are taking advantage of social networking sites like Twitter to share ideas and promote trends such as supporting local producers. Online news sources and blogs may also offer an opportunity to promote your business.
Take advantage of the comments section and offer your insights on relevant topics, and link back to your own website. Online opportunities are endless, so get creative just remember that news travels faster than ever so brand consistency is even more important when using social media.
MARKETING ACTIVITIES
Consider the various marketing opportunities that could help you publicize your business to your target audience. As you evaluate the possibilities, remember to ask yourself: does this support my brand? If not, it s probably not worth doing.
MARKETING ACTIVITIES MAY INCLUDE:
” Advertising
” Direct mail
” Participation in local events such as fairs, community gatherings
” Trade shows
” Product launches
” Ethnic marketing
” Agri-tourism
” Professional education, seminars or workshops
PARTNERSHIPS
Look at piggybacking on the efforts of marketing committees or associations that are already promoting your location or your market. If a group has prepared a branding program, contact them to see how you might work together. For example, the four provincial federations of agriculture in Atlantic Canada recently launched a Buy Atlantic initiative. Such programs could be an excellent vehicle to promote your brand. If no such programs are in place, contact other like-minded people in your industry or location to explore how you could work together.
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.
