Grainswest - Winter 2019

Winter 2019 grainswest.com 43 BY SHANNON VANRAES “A brand is more than a logo.” —Sabrina McAllister positively impacted by having a formally stated mission that’s reflected in a farm’s branding, helping to keep a business plan on track. “The whole industry is shifting, and farms, as they grow or change, are starting to be run more like corporations,” said McAllister. “And coming in tandem with that is outlining your vision, your mission, defining what you’re working toward and stating that clearly so that everybody who is a part of the farm operation is on the same page. From a business perspective, branding is a key part of the business strategy and adding a look or a feel to that is a reminder of what those goals are,” she said. However, Noel Blix is more cautious when it comes to the potential payoff of branding exercises. President of the Canadian Agri-Marketing Association’s Alberta chapter and a senior copywriter at ag media agency McCann Canada, Blix said there’s nothing wrong with growing businesses sticking to what’s been working for them. “I don’t know if you can say it’s a money-making tool to brand yourself,” he said. “That’s a tough one.” Small operations that make good use of social media can “be their own billboards” fairly effectively, he added. And with so many web-based platforms such as Twitter, Facebook and Instagram available at no cost, farmers are now able to reach audiences in ways unthinkable only 10 years ago. “Do it as long as you can yourself, until it becomes a problem or there are things you don't know how to do,” he said, adding that new technologies are making it easier for farmers to create their own promotional material than ever before, including services that allow for drag-and-drop website building. McAllister knows that with all the hats farmers already wear, adding the role of marketer to the list isn’t a priority for every operator. However, she said marketing is a topic that should at least be discussed at planning meetings, even if the answer is that now’s not the right time for branding or we’ll continue to do it ourselves. “Look at where you want your farm to go to determine if it’s a priority,” she said. “But know that the other part of having a strong brand is that it opens you up to being positioned as an industry leader. Antler Valley Farm hosts a ton of tours throughout the year, so if you’re dealing with a lot of urban people, having a business strategy, having a website, really helps them clearly see what your goals are.” Now that Crone Farms has a new logo, Kehlsie Crone said a website won’t be far behind. She noted the family operates a Twitter account for its seed-treating business and almost everybody who works on the farm has a personal account. “I think branding is important when you’re growing a family business,” she said. “It’s an identity thing for the farm and something to take pride in. As well, it’s just one of those things that makes you happy.” Sabrina McAllister of Quarter Section Creative devised an Antler Valley Farm brand-developement package for her husbandWade (middle) and brother-in-law Scott. This included custom T-shirts that emphasized the family farm history. The materials also included a logo, website, social media accounts andmore. Photos: Courtesyof QuarterSectionCreative