Your brand is more than a logo or a name. It is the story that communicates all that is good about your business and this story should be told in a real and human way. There may be one or many people behind a business but it all starts with a passion for something and the more you portray this passion the more you can connect with your customers. And you can demonstrate that you understand your customers’ requirements.
What is a brand?
Your brand is the perception that people have about your business when you are not in the room. A logo is little more than a nice image unless it has substance behind it. And how do you build this substance? Customers make a connection with you through a number of mediums, some of which include interaction with your staff, but mostly through your product or service and how it serves them. Therefore it is essential that, in everything a business does, it questions how those interactions impact on the brand and if they fit with the message that the business wants to portray. Companies need to remember that every time someone sees their brand or logo a message is being portrayed, and you want it to be positive. You also want to ensure it reflects who you really are.
Modern brand management
Brand management has changed in recent times and I believe this is because we have so many more opportunities to engage with a brand, especially when we consider Social Media. It is no longer a case of just having a store or a website, your business needs to be interacting and engaging with your customers and this can be achieved quite effectively online.
Social Media encompasses all the places your customers might want to interact with you on the Internet; through Facebook, on Twitter, on LinkedIn, a Blog, Google+, Instagram, Pinterest etc. You are building a relationship with your customers and, in turn, can find out how your customer feels about your products, your people, and your services. It is important to remember that traditional marketing methods also have a strong role to play here, as the desire to interact with your business can also have come from your traditional marketing efforts. As I always say, there needs to be a mix of marketing streams that touches both on and off-line.
Telling the story
In telling your brand story, make sure it reflects what your business is about and what you want for your customers. Above all, ensure that it shows passion for what you do. To give an example, this is the brand story behind Green Acre Marketing. I grew up on a dairy farm and went on to study Agribusiness. I worked in various commercial and marketing roles in the Agri sector for many years. I’m totally passionate about this industry and recognised that there were some amazing agribusinesses that were not marketing themselves in a way that would allow them reach their full potential. This was something I wanted to become part of and Green Acre Marketing was born from this passion to support agribusinesses from a marketing perspective.
Work in progress
Finally, businesses need to remember that your brand story is an evolving one and as a business grows it will work through new experiences that make it stronger. Don’t be afraid to share these experiences as, after all, the old saying still rings true ‘people buy people’.
If your agribusiness needs any marketing support, have a query, or would like to get assistance with developing or implementing your marketing plan this year, contact us at Green Acre Marketing.