Branding and Marketing Your Farm

Think of a top farm in your area. What are the first 3 words that come to your mind when you think of that farm and why it is successful?

Now, think about your own farm. If someone was doing this exercise and they chose your farm, what 3 words would you want them to say about you? Write it down.

What words come to mind when you see these images?

Agenda for this module What is a brand? Why worry about branding for your farm ? Creating a strong brand –Who is your customer / audience? –What are your brand touch points? 5 steps to building a strong brand

When you think of great “brands” what comes to mind?

What are some of the top brands in agriculture?

What is a brand? An impression formed over time through multiple experiences Your image, reputation and character What you are known as and associated with

Why companies brand Differences in product performance are increasingly hard to achieve Competitive advantage on price is hard to sustain…competitors are quick to match price Brands can help you differentiate your product when the features & benefits do not

Brands can bring competitive advantage Breaking through the clutter in the market Helping to build customer preference Creating a barrier to losing customers Helping you achieve premium prices

Brands can help recruit and retain employees The search for top talent is a key to success for many farms A strong brand image can help you recruit the right talent Living your brand can help retain that talent

Why worry about branding for your farm? Who are your “customers”? Who else can have an impact on how you run your farm?

You will have a brand whether you want to or not! You have no choice as to whether you have a brand or not You only have control over how the company brand is positioned and how it is managed over time People will decide for themselves

A strong brand is: Known Sustainable Meaningful to the target audience Built over time through consistent behavior of the total organization

5 steps to a strong brand 1.State your objective –What are you trying to achieve? 2.Identify your “customers” –Who is your target audience, what makes them tick? 3.Determine your brand touch points

Brand touch points Your “customers” come in contact with your farm in many ways These are your brand touch points

Name & Logo Signs “Farm Yard” WebsiteEquipmentTeam Brand

Brand touch points Name & Logo SignsFarm YardWebsiteEquipmentTeam Your Farm Brand

Map out all your farm brand contact points

5 steps to a strong brand 1.State your objective –What are you trying to achieve? 2.Identify your “customers” –Who is your target audience –What makes them tick? 3.Determine your brand touch points 4.Ensure they are consistent and aligned

Name & Logo Signs “Farm Yard” WebsiteEquipmentTeam Brand

Branding consistency Lack of consistency with name, logo, label, signage and advertising

5 steps to a strong brand 1.State your objective 2.Identify your “customers” –Who is your target audience –What makes them tick? 3.Determine your brand touch points 4.Ensure they are consistent and aligned 5.Connect with your “customers”

Connect with your “customers” For each customer group, think about ways to connect with them Customer Idea Budget

Public Relations Ideas Provide a story to local newspaper Create good news Be timely and relevant Facebook or Twitter

Public Relations Ideas Community sponsorship or support 4-H Fall Fair Adopt-a-highway Donation Radio PSA

Public relations ideas Community event BBQ Farm tour Open house Barn opening Field day

Building a strong farm brand Your brand is the impression formed over time through multiple experiences You will have a brand whether you want to or not…People will decide for themselves. Make the most of your brand to keep “customers” on your side