Building a strong brand for your farm

Myrna Greenfieldgoodeggmarketing.com

Building a Strong Brand for Your Farm

Presentation for Harvest New England, 2/27/13


Agenda

• What is branding?• Creating a “brand blueprint”• Putting it all together


A Cup of Coffee?

Photo by srslyguysCreative Commons

http://www.flickr.com/photos/srslyguys/


Or Dunkin Donuts Coffee?

Photo by chrissy polcino, Creative Commons

http://www.flickr.com/photos/pudstah/




Or Starbucks?

Photo by picsishouldshare, Creative Commons

http://www.flickr.com/photos/60614544@N02/


What is a brand?

IDENTITY(Who You

Really Are)

IMAGE(How You’re

Perceived)

BRAND


CONSISTENT

COMPELLING

A Strong Brand is:

CLEAR

• CONSISTENT– Fulfills expectations every time

• COMPELLING– Provides reasons to choose you over

others

• CLEAR– People “get” you in a glance


Build a “Brand Blueprint”S

TO

RY

Who

What

Where

When

WhyN

ICH

E

Customers

Needs

Value

Peers

Positioning

IMA

GE

Logo

Tagline

Personality

Atmosphere

Ethics

Customer Service


What’s Your Story?


What’s Your Niche?


Who Are Your Customers?


Customer Problems/Needs

• Want to eat healthy food• Want to cook the best tasting food• Don’t know how to cook from scratch• On a tight budget• Want to connect with nature• Want to meet people


How You Meet Their NeedsCustomer Type Problem/Need Value provided

Family with young kids Picky eaters, bored Kid-friendly produce, recipes, on-farm events

Healthy eater Values freshness, nutrition, organic

Eco-friendly, wide-range of produce, bike delivery

20-something single Wants to connect with nature, meet others

PYO, gleaning, cooking classes

Budget-conscious shopper

Likes fresh food but on tight budget

Offer steep discounts on volume purchases or crops in abundance

Busy professionals No time to cook Provide cooking “kits” to make quick meals


Who Are Your Competitors?

Peers/Competitors Similarities Differences

#1 Organic, has CSA, in business 30 years

3x bigger, aggregates products from other farms.

#2 In same zip code, has CSA, has PYO, but lower quality

Not certified organic, in business 5 years, sells grass-fed meat

#3 Grows similar products All wholesale

#4 In same zip code Grows Asian products

#5 In business 40 years, has farm stand

Conventional grower, 10x bigger, much lower prices, lower quality


Define Your Niche

• [Your business]• Is the [best, only, a leading, etc.] place for• [Type of customer] with • [specific need] because…


Positioning Statement

Goat Herd Farm, Greenfield’s only goat dairy, is the best place for families with young children to buy dairy products because goat’s milk is less allergenic, is easier to digest, and rarely causes lactose intolerance.


What’s Your Image?


A Consistent Look and Feel


What’s Your Personality?


A Brand is a Promise


Fulfilling the Promise

History:With a handful of perennials and a truckload of ambition, Richard "Dick" Bemis started Bemis Farms Nursery in 1947…

Our Mission Statement:Bemis Farms Nursery, recognized as one of the most progressive green industry businesses in the area, is committed to excellence in every phase of its operation...


Special Offer

Get a free copy of this marketing book by Bemis Farms Nursery co-owner Tina Bemis.

To order, email her at [email protected].


Putting It All Together

Business

Building a strong brand for your farm