Creating a brand for your farm

All farmers have something they feel identifies them. They may not have a logo, but they have something that holds a special meaning. This can be used as a logo and is the basis for forming a brand. That was the message Lynn Drown, a representative from Rockford Package Supply, gave at a presentation at the Michigan Cider Makers’ Guild summer meeting, held July 30 at Klackle Orchards in Greenville, Mich.

There are some brands that are so iconic, they have become part of the culture. Coke, McDonald’s and Apple are just a few of the many brands we instantly recognize. Take whatever it is that you feel best represents your farm and make your brand, Drown said, and put it on everything possible, from labels and signage to hats and clothing.

Some of the keys to a successful brand are size and clarity.
You want your brand to stand out and be instantly recognizable, Drown said. If you’re selling apple cider, understand that it is a dark product. Your label and brand should be bright and clear so it shows up.

“You’re proud of what you make; market that,” Drown said. “Once you have your brand on your products, keep it as true to the original as possible. You want to keep your identity. Changing too much about your brand can confuse your customers.”

Drown offered some tips for creating a perfect brand. The most important is the local aspect of your product.

“A connection to local foods and local families that produce them creates bonds and loyalty,” she said.

The brand and label can promote the healthy aspect of local produce and products, but there is a catch. Any nutritional claims have to be qualified with the proper information.

“If you’re going to make a nutritional claim, you’re going to have to back it up on the label,” said Mike Lally, senior food safety inspector with the Michigan Department of Agriculture, in a following presentation at the meeting.

Drown’s tips include using the brand and logo to tell some of your story. Your story is both entertaining and educational to your customers, and it makes them see the benefit of your product. You also need to color coordinate your labels and other parts of your product. If you’re making cider, coordinate the bottle cap to the label. The same can be said for signage, or even the color of your barn/business.

“With the trends going on right now, you have this advantage of ‘buy local,’” Drown said. “No one can take that away. So build your brand and take full advantage of it.”

By Derrek Sigler, assistant editor