How to Build a Strong Brand Presence for Your Farm
When you think about your Farm brand, there are multiple elements to consider. On the surface, there’s your Farm name, logo, brand voice, color palette, and imagery (to name a few). These are elements that your Buyers will begin to connect with and recognize. Beneath that is your Farm’s messaging. This will determine Buyers’ experiences when reading your email newsletters, looking at your social posts, or visiting your Farm in person or at the market. Both are critical factors in building a robust online presence.
When thinking of strong brands, consider Cabela’s - it is more than a store to get outdoor gear. Likely, you have feelings, emotions, and even memories associated with that brand. While Cabela’s is a multi-billion dollar company, it’s essential for Farmers to build their brand to drive awareness and establish Customer loyalty.
As Buyers increasingly spend more time online and expect a click-to-purchase experience, good branding has become more important for your Farm. That’s why today, Buyers are more likely to purchase from your Farm when they feel a connection to your business. To get started, consider the following:
Define your Target Buyers.
Good branding leads to trust, recognition, and revenue. Identify who your target Customers are (e.g. soccer moms, the farm-to-table chef, or millennials in urban centers). Your Brand should speak to prospective Buyers who are more eager to engage with your Farm.
Use 3 adjectives to describe your Farm Values.
Do you serve your local community, are you a regenerative Farm, or do you grow heritage products or breeds? Your Farming practices and your products are elements that can help you craft your messaging. Buyers value local, healthy foods. Communicate what makes you different!
Conduct a Content “Audit.”
Is your Farms’ messaging consistent on every channel - across the web, mobile, social, and email? Consistent communication about your Farms’ history, values, and activities is essential to establishing brand trust and recognition.
Take 5-minutes to sit down and get started on building your brand using this simple worksheet:
Worksheet: Barn2Door Brand Basics
If you are a Barn2Door customer, join our Open Office hours anytime to discuss with other Farmers or connect directly with your Account Manager.
As the face of your Farm, building brand loyalty is vital to helping Customers distinguish your business from others. Beyond your products, branding is essential to making your business unique and memorable, where Customers are more likely to purchase from your Farm.
At Barn2Door, we provide the software and the services to help Farmers grow and manage direct sales. If you’re curious about how we can help your Farm build strong brand recognition to attract more Customers and drive orders, watch this 5-minute video.