How much thought have you given to your branding? It is important to think about how your products and your business may look to consumers. Often people purchase products because of the story it tells, and the feeling it gives.
As the owner and producer of a business and products, you want the ability and control of telling your story at all levels. ATTRA | Sustainable Agriculture published a recent article on “Farm Branding: Selling Your Products Through Story”. You can read the full article HERE. Below are 7 great takeaways from the article, consider digging in this season on some of these tips to connect more with your customers!
- Make Meaning. What makes your product different from competitors? Share this meaning with your customers by stating these things out loud and in your marketing materials.
- When creating a farm brand, focus on the why. Why did you start farming? Why have you stuck with it? Have some introspection on your values and your farm’s history and goals. Again, share this information with your customers, they want to know!
- Personify your business. What would the farm be if it were a person? What are its personality traits (friendly, hip etc.,)? Don’t have your farm personality be too far off from your own personal identity, it’s more authentic if you are your true self in person and through your business.
- Think about your target audience and target market. Find folks with similar identities and values to your business. Think about targeting some unique audiences, with slightly different interests that still align with your business values. Consider creating a ‘marketing avatar’, a profile of potential customers (real or imaginary) that might represent a specific customer group. Think about where they shop, what are their values and goals? What are their purchase limits?
- Talk to your current customers. They are a resource of information and asking them questions will be valuable insight for you. What brought them to your farm/business? What do they like about your products? Look at your record books, what’s being sold the most? The goal of your market research should be to align the values of your business with the values of your customers. Farmer first marketing means starting with your values and connecting them to your consumer groups.
- Showcase your labels and certification. Labels and certifications carry meaning and can represent your farm to your customers, perhaps you are organic, GMO-free, or maybe your products are grass-fed. At markets, you might be able to describe what your growing practices are, but in the store, you need to use your labels to tell the story.
- Fonts and colors. Your marketing materials should be kept consistent and be given some thought. Consider what you’re trying to convey to your consumers about your business and its history, different fonts may be more appropriate than others, same with bright or muted colors. You want colors and fonts that can stand the test of time.
For a more detailed look at branding considerations, read the full article and utilize the worksheets to guide the development of your marketing.