building a strong brand for your farm
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Myrna Greenfieldgoodeggmarketing.com
Building a Strong Brand for Your Farm
Presentation for Harvest New England, 2/27/13
Myrna Greenfieldgoodeggmarketing.com
Agenda
• What is branding?• Creating a “brand blueprint”• Putting it all together
Myrna Greenfieldgoodeggmarketing.com
A Cup of Coffee?
Photo by srslyguysCreative Commons
Myrna Greenfieldgoodeggmarketing.com
Or Dunkin Donuts Coffee?
Photo by chrissy polcino, Creative Commons
Myrna Greenfieldgoodeggmarketing.com
Or Starbucks?
Photo by picsishouldshare, Creative Commons
Myrna Greenfieldgoodeggmarketing.com
What is a brand?
IDENTITY(Who You
Really Are)
IMAGE(How You’re
Perceived)
BRAND
Myrna Greenfieldgoodeggmarketing.com
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
Myrna Greenfieldgoodeggmarketing.com
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
Myrna Greenfieldgoodeggmarketing.com
What’s Your Story?
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What’s Your Niche?
Myrna Greenfieldgoodeggmarketing.com
Who Are Your Customers?
Myrna Greenfieldgoodeggmarketing.com
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
Myrna Greenfieldgoodeggmarketing.com
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
Myrna Greenfieldgoodeggmarketing.com
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
Myrna Greenfieldgoodeggmarketing.com
Define Your Niche
• [Your business]• Is the [best, only, a leading, etc.] place for• [Type of customer] with • [specific need] because…
Myrna Greenfieldgoodeggmarketing.com
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.
Myrna Greenfieldgoodeggmarketing.com
What’s Your Image?
Myrna Greenfieldgoodeggmarketing.com
A Consistent Look and Feel
Myrna Greenfieldgoodeggmarketing.com
What’s Your Personality?
Myrna Greenfieldgoodeggmarketing.com
A Brand is a Promise
Myrna Greenfieldgoodeggmarketing.com
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...
Myrna Greenfieldgoodeggmarketing.com
Special Offer
Get a free copy of this marketing book by Bemis Farms Nursery co-owner Tina Bemis.
To order, email her at tbemis@BemisFarmsNursery.com.
Myrna Greenfieldgoodeggmarketing.com
Putting It All Together
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