You work on a farm because you want to escape big corporate words like “branding.” All you want is to milk your cows (or goats or sheep), process the milk, and sell it.
But your dairy product by itself won’t work on a store shelf. To sell, you need a brand. In today’s crowded dairy market brand is everything.
What is a brand?, you may ask.
The concept of “brand” means a lot of things to a lot of people. In the context of farmstead dairy processing, your “brand” is the essence of your product and your business--an essence presented in a way that will make people want to buy it. It will enable you to get that first taste of your dairy product into people’s fridges and hopefully get them hooked.
So as you develop your dairy product, you also need to develop your brand. You will need an individual who is good with words and a person who is good at graphic design. But remember that branding should communicate the essence of what YOU do.
Thus, before you cooperate with them, YOU should be clear on two things:
- Who are you selling to (aka who’s your “target market”)? For example, if it’s men you want to design along the “brogurt” lines.
- What makes you unique? Take a good look at your competition and think about what you're offering that they don't. Don't rush. It takes time and effort to think what sets you apart.
When you have clear answers to the above questions, you can recruit someone who is good at design and someone who is good with words.
These talented folks will help you nail down...
- The product’s name (yes, it can be the farm’s name, but this doesn’t say much about what the product is).
- Logo. It should look good on the label, not just on your farm’s barn.
- Brand elements (i.e. colors, fonts, etc.).
- Tagline (come up with a few and run them by as many people as possible).
All of the above constitute your brand.
Once you have a brand, you need to brand everything. If your brand includes the color red, have everybody wear red. (Or better yet, a red farm T-shirt with the logo.) If you're making a flyer, be sure to use the brand fonts and colors. When you're developing your social media page, be sure to include the logo and the tagline. You get the point.
And finally, remember, branding is a work in process. Your brand elements will evolve and change. Your brand needs to stay fresh. Just like your dairy products.
For some brand inspiration, see how famous logos have evolved.
Courtesy of: http://pmdminidairy.com/blog/-branding-dairy-farm-products.html