012. Build a better farm brand

Modern Farm Business

Take your farm’s story to the next level. Dean reviews the components of a more effective message and brand for today’s farm business.

Farms that stand out tend to have developed a real brand all their own. Branding today is no longer reserved for just large corporations and Fortune 500 companies. Nowadays, branding is a concern for everything from giant conglomerates down to tiny mom & pop stores, small business owners, online storefronts and even hobbyists.

BRANDS TELL US A STORY AND GIVE US AN EMOTIONAL CONNECTION. What makes a great story for your brand? Not simply facts, but also the why. How should the consumer feel about it? Stories spread. Facts don’t.

SIX TYPES OF STORIES: (from Annette Simmons: The Story Factor, ©2001 Group Process Consulting, LLC - 2nd Revised Edition available on Amazon) 1. Who am I: Builds credibility 2. Why I’m here: Reveals what I hope to accomplish 3. Vision: Future we hope to create 4. Teaching: Consequences of incorrect procedure 5. Values & actions: Illustrates how values play out in this environment 6. I know what you’re thinking: Placing someone’s concerns in the story to ease their anxiety & demonstrate empathy

Our stories lay the foundation for building a brand.

YOUR BRAND IS THE EMOTIONAL RESIDUE YOU LEAVE BEHIND AFTER INTERACTING WITH OTHERS IN YOUR COMMUNITY OR SPHERE OF INFLUENCE. How do others view your business? How do you want it to be viewed? Do the two differ? What must you change to achieve your desired brand image?

BUILD YOUR FORMAL BRAND: 1. Identify the audience you want to focus your message on. 2. Identify the key channels you want to employ to deliver your brand message.

DON’T DO SOMETHING SIMPLY BECAUSE OTHERS ARE DOING IT. IT MUST FIT INTO YOUR PARTICULAR TARGET AUDIENCE AND BRAND MESSAGE. Know your audience, and always keep the brand consistent.

We always welcome your feedback at Modern Farm Business Podcast. Do you have suggestions for future episodes, or questions on something we’ve already covered? Drop Dean a line at [e-mail]. He’ll look at each email personally and respond as quickly as possible.

Thanks for listening! See you next week!