Grainswest - Winter 2019

Winter 2019 Grains West 42 Marketing packages go beyond logos and ball caps ON THE FARM Brandingthe family farm OR YEARS, KEHLSIE CRONE would drive by the sign marking the entrance to her family’s farm near Moose Jaw, SK, and think to herself, “that needs to be to be updated.” When the sign first went up, Crone Farms was a hog and grain operation. Today, the hogs are long gone, replaced with a custom seed treatment business and cleaning plant. “We’ve changed so much,” said Crone. “And now that we‘ve grown, we really wanted to brand ourselves and have a logo to say, ‘this is who we are and this is what we want to do for you.’” But even with a background in marketing, Crone was out of her depth when it came to designing a cohesive business logo that reflected the farm’s evolving identity. So, when the time to update the farm’s image finally came, she turned to Cole Christensen of Cole’s Ag Communications, who said an increasing number of farmers such as Crone are seeking professional assistance in an effort to brand their operations. “The need and desire for farmers to brand their farm has definitely picked up quite a bit over the last several years,” said Christensen. “When I started, this was really niche, but now, yes, there’s more and more interest.” Sabrina McAllister has also seen an uptick in the number of family farms interested in branding since she founded Quarter Section Creative in 2011. “Branding puts your company on the map,” she said. “And I think that the motivation behind wanting to do that is that social media is playing a really active role. And if you’re running social media accounts you need to have content.” One of the first farm branding projects McAllister worked on was for Antler Valley Farm. Located near Innisfail, it’s operated by her husband Wade McAllister and his brother Scott. The end result was a comprehensive brand- development package that included a logo, business card and stationary as well as website and social media accounts. Additional items included farm signage, industry event banners and promotional items. All reflect the rich history and philosophy of the farm. “A brand is more than a logo,” said McAllister. Such a package she said, is about building brand equity—reinforcing the positive perception of your operation in a way that squares with its purpose. Christensen sees branding as a way for businesses to build “reputational capital” with both clients and the public at large. Those who are looking to brand their farm business are not just selling seeds or tools, they are also selling themselves and the values behind the business they run. “You can’t go in with the sort of mindset that I just need to print 10 hats and then hand them out. No, you need to think about it from a business values perspective,” said Christensen. But does building your brand pay dividends in the long run? Crone thinks so. “It definitely has an impact on the bottom line,” she said. Once people recognize your logo and associate it with a positive experience, repeat customers become the norm, she added. When skillfully built, a brand is also something that can be passed on to subsequent generations, McAllister noted. Day-to-day operations can also be F Farmbranding can include signage such as this example created for Movald Ranches by Cole’s Ag Communications. Photo: Courtesyof Cole'sAgCommunications