CREATING A BRAND FOR FAMILY FARMING PRODUCTS PRACTICAL GUIDE VOLUME 03
CREATING A BRAND FOR FAMILY FARMING PRODUCTS PRACTICAL GUIDE • VOLUME 03
Chapter 1 Introduction • 06
Chapter 2 Steps when creating a brand for family farming products • 10
Chapter 3 Step by step process to start building a brand vision • 18
Chapter 4 Final considerations • 26
Bibliography • 30
SUM MA RY
IN TRO DUC TION CHAPTER 1
INTRODUCTION
Many people wonder about what constitutes a brand. David Aaker, in his book On Branding, states
In other words, it is a way of expressing what that company represents in terms of functional, emotional, social, and self-expression-related benefits. Thus, brands operate as elements of a company’s
that, in addition to a name or a logo,
relationship with its customers. In addition to merely
a brand is the promise a company
identifying products and services, they communicate
makes to its customers.
the values, purpose, and benefits of an organization. Customers identify companies and products through their brands. When well positioned and managed, they provide great benefits to companies and customers. After all, brands are assets and they can determine a company’s strategies. For family farming organizations, having an organization or a product with a well-defined, strategically positioned and well-managed brand is an opportunity to be present in the market, communicating its values and purpose, and informing consumers about its products and benefits. It is worth mentioning that brands, when connected to current and future business strategies, become visionaries.
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INTRODUCTION
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PROD UCTS CHAPTER 2
S T E P S W H E N C R E AT I N G A B R A N D F O R F A M I LY FARMING PRODUC TS
Here are the main steps for when you create a brand. We will specifically target farming organizations that work with family farming, as this is how we focus our approach to make the topic easier to understand and better targeted.
1. HOW ABOUT WE START WITH THE IDEA OF DEFINING A PURPOSE?
Time for an exercise. What could the purpose be for a family farming organization? Or for a cooperative, for instance? As an example, we could say:
Companies are looking for new purposes to redefine their existence and mission. They want to show that there is something more to them than just making a profit. As such, they are establishing a new direction in their business. This is about being in tune with a new consumer awareness, which has been established in the contemporary world. An organization’s purpose comes long before any
“Our purpose as a family farming cooperative is to bring healthy food to people, respecting nature and being its resources, as well as with
for its existence, as stated in the following question:
those who produce and those
form the world? What can it do to make the world a
It is important to have clearly defined business strategies for your organization. What are these strategies? Once they are well defined, these strategies will be important to the branding process. Each brand must be aligned with an organization’s business strategies.
conscientious in the use of
business strategy. In general, it should be the reason what does the company’s activity truly do to trans-
2. DETERMINE YOUR ORGANIZATION’S BUSINESS STRATEGY
who consume”.
better and more meaningful place to live? Several family farming organizations are born with a purpose in their DNA, but refrain from communicating that. Therefore, they lack something important that could create value and be shared with their employees, partners, and customers.
With that purpose, the cooperative believes that it is contributing to build new realities in the world. Try this exercise in your organization. Define a purpose. What is the true reason for its existence and what motivates it as an organization?
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3. DEFINE YOUR TARGET AUDIENCE
4. CREATE A PERSONA
5. DEFINE YOUR POSITIONING
Defining the target audience means to define
The concept of “Persona” is relatively new, and quite
The positioning of a brand defines what an orga-
to whom your product or service will be sold.
present with the emergence of the digital world in our
nization wants to communicate to its customers in
This includes defining to whom the organiza-
lives. We define PERSONA as a fictional representa-
Brand personality can be defined as a set of
the short term through its brand. Brand positioning
human characteristics that can be associated
tion’s sales efforts will be directed.
tion of an ideal consumer/customer that we believe to
should transmit what the brand does differently
with a given brand. What human characteristics
be close to the type of consumer/customer who would
compared to other brands. The position of a brand
could be associated with your brand? For in-
buy a brand/company’s products. Clearly defining a
depends on what it is and on how it is different! It is
stance, the following characteristics could apply
persona, which allows us to have as a model within
important to understand that the proper positioning
to a family farming product brand: reliability,
an organization, is something that helps consumers
of a brand establishes in what way it is superior to the
credibility, ethics.
identify themselves with the brand that we are going
competition. Positioning is a portrayal of a benefit or
to create. This also helps the organization define its
an attribute in which your organization is excellent!
What human personality attributes could be
marketing and sales strategies in order to operate
Examples include quality, technology or process
associated with your brand? A brand personality
in its market of interest.
employed, as well as social causes. Always attempt to
establishes connections! Brands with personality
connect to values that match your personas’ values.
can stand out and transmit a message.
Who are your customers? Who buys and consumes your organization’s product? What do they think? How do they make decisions about purchasing food products? What do they expect from farmers or organizations that sell your product in the market? What products are they interested in consuming? Are they conscientious consumers? Are they concerned with healthy food? Ultimately, you must clearly understand who they are and what their purchasing behavior is like. This is quite helpful to direct the organization’s efforts in order to serve its target audience in a more focused manner. It also helps establish connections, partnerships, and loyalty.
In brief, the persona defined with our purpose is a
6. BUILD A PERSONALITY FOR YOUR BRAND
person concerned with their health, someone who maintains a healthy diet, who is concerned about the origin of their food, with how it is produced, and who
How do you wish
is interested on whether the farming process respects
to position your brand?
nature and uses natural resources conscientiously.
Try this exercise!
This person is also concerned with humane farming practices. Usually, the construction of a persona begins by defining a fictional name, occupation, demographic data, age, gender, income bracket, education level, complaints, shopping habits, dreams, and frustrations, among others. Any qualifying elements can be adopted for this eprsona and defined as building element for the brand.
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7. DEFINE A VALUE PROPOSITION
8. CHOOSE YOUR BRAND NAME
9. CREATE YOUR LOGO DESIGN
Value propositions define that which your customer
Brand names should be chosen with a few cri-
Logos are elements of a brand that make it more
will experience when engaging with your brand. What
teria in mind. Here are some tips:
memorable. They also help the brand when it
Every brand should be registered with the Brazilian
comes to differentiating itself from competitor
Institute of Industrial Property (INPI). Remember
brands. They must present an interesting design.
to carry out prior research to find out whether your
are the values that will you offer to your customers? For instance, value propositions could include the following elements: family farming product, natural and healthy, always fresh. There are other propositions, such as flavor, texture, etc. Perhaps even the fact that a brand’s products present a family farming
• Strong associations with the abovementioned concepts; • Short names that can be easily spelled and pronounced should be preferred.
Working with different shapes, colors, typography (letters) and symbols helps develop a differentiated logo. Here, design is crucial, as
11. REGISTER YOUR BRAND’S TRADEMARK
brand has already been registered by another company. There is a public brand consultation database on the INPI website.
it must transmit everything the brand wishes to
The query procedure is simple. You can do this directly
seal, which provides value to buyers when it comes
convey. Basically, it must communicate its es-
on the website by requesting the registration of your
to the ICMS tax credits in the state of Bahia.
sence subjectively, while providing connections
trademark or hiring a specialized company to carry
with all elements that have been defined above.
out the entire registration and follow-up operation.
What does your product or brand offer to bring about a unique experience to your customers,
Registering a trademark secures propertys right
10. CREATE A SLOGAN
and exclusive use. This protects trademarks against
What would be a short, impactful sentence that
unauthorized copying or use by third parties.
could communicate the positioning of a brand? This sentence should be impactful and, prefer-
one that other brands
ably, convey something big!
do not have or offer?
How could you convey a message regarding your brand/company or product in a short and impactful sentence?
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BUILD ING CHAPTER 3
STEP BY STEP PROCESS T O S TA R T B U I L D I N G A BRAND VISION
What do we mean by brand vision? David Aaker, in his book On Branding, says that brand vision is “a structured description of the image the brand intends to portray, that which you want the brand to represent to customers and other relevant groups, such as partners and employees”.
1. BRAND ESSENCE
2. CENTRAL VISION ELEMENTS
3. EXTENDED VISION ELEMENTS
A brand’s essence reflects a unique core aspect (or
These are prioritized and organized elements
Also according to David Aaker, extended vision el-
soul) of the brand’s vision. “Commitment to fami-
that reflect future-oriented value propositions.
ements offer a useful function. In other words, they
ly farming in the sustainable production of healthy
“Spirit of excellence”, “respect towards the envi-
create refuge for important aspects of the brand.
food”. This could be the brand essence of a family
ronment”, “ethics and responsibility”. In general,
Examples of this include attributes, functional ben-
farming product brand. Or, rather, “we develop a
it would be ideal to enumerate from two to five
efits, applications, user images, etc. What matters
family farming process that redefines how healthy
elements. What would be your brand’s core vision
is to establish connections with customers. There
food is produced”. We could say that, in addition
elements? Try to define them! These elements
can even be associations with cultures or countries!
to producing food, the organization that chose this
are the most important. A brand’s personality
essence redefined an entire business model. Some-
can be a central vision element for a brand.
thing bigger, a different vision that captures the organization’s core identity.
Brand vision supports and reflects the entire business strategy of an
Another example of an essence that encompasses
Try it! What would be your brand’s extended vision elements?
everything a brand wants to be: “By transforming how we farm, we transform how we feed people”. This can inspire farmers, employees and partners.
organization and also creates advantages in relation to the competition. This is also explained by David Aaker.
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4. EXAMPLE OF A BRAND VISION
• Brand essence “We are a family farming organization offering healthy, sustainably-produced products”.
• Core Vision/Identity • Social and environmental responsibility • Ethics • Commitment to quality
• Extended Vision/Identity • Tasty and creamy • Always fresh in your home • Consumers looking for healthy eating • Quality • Fair price • Preservative-free • Local ingredients
6. PRODUCT PACKAGING LABEL DEVELOPMENT
7. OTHER BRAND COMMUNICATION MATERIALS • POINTS OF CONTACT
In which fractional versions will the products
Contact points are all the forms and moments of
be available on the market? In which types of
interaction that the public has with your brand: social
packaging? Are these products meant for retail
media, product packaging, website, etc. They are
or to industry markets? Having a clear definition
part of the customer’s trajectory with your brand,
either way helps develop the labeling. Labels
before, during or after doing business with your
must contain the information required by the
organization or purchasing the product.
legislation of the inspection bodies. However, they should also present an attractive design, as they will be placed on shelves and aisles of points of sale (in case they are sold in retail), where competing products of the same category will also be displayed.
A brand experience can be created through points of contact. It is important to define those that have the greatest impact and relevance. Prioritize points of contact where you have the greatest customer experience effects. Points of contact should solidify brand relationships. Different points of contact often have specific roles in the customer journey. Thus, if there should be several contact points within this
5. BRAND DESIGN DEVELOPMENT
ensure the experience that the customer needs or
The best course of action is to hire a specialized
A proper briefing will allow you to better brief the
wants, it is important to properly assess each point
company to create your brand’s design. There are
design professional on what your organization wants.
of contact and where they can meet the many needs
quality companies and professionals in the market.
Professionals must understand what the company
and/or demands of these customers.
The idea is to look for a company that knows the
wishes to convey to its customers and, based on the
subject and that has done other similar works. This
elements constructed above, propose solutions that
company must be able to evaluate brands within the
can meet these expectations.
same product category on the market and propose a solution that meets its demands.
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customer journey, each with specific functions to
With a defined and created brand, the next step is to develop the product packaging labels.
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8. WHERE TO BEGIN? • Understanding the importance and the need to have a brand for your product. • Fulfilling the step-by-step process to build your brand. This step by step guide will allow you to better define what you want from your brand • If you have any trouble following the step by step guide, seek help from qualified professionals. • Thoroughly discuss your requirement with the company or professional who will create the brand for your organization or product. • Define your brand’s vision. It must be linked to the organization’s business strategy. • Establish a Communication Plan for your brand and products. • Remember that your customer’s experience with your brand is crucial.
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CON SIDER ATION CHAPTER 4
FINAL C O N S I D E R AT I O N S
Creating a brand, its positioning and its management strategies require planned work. This includes defining strategies and actions, as well as constantly monitoring your efforts.
These are basic guidelines for organizations that want to start the process of creating a brand and inserting it in the market.
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F I N A L C O N S I D E R AT I O N S
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BIBLI OGRA PHY BIBLIOGRAPHY
AAKER, David. On Branding – 20 princípios que decidem o sucesso das marcas. 1ª edição. Porto Alegre: Bookman, 2015.
BAHIA PRODUTIVA PROJECT TEAM GENERAL COORDINATOR Fernando Cabral ANALYSIS AND MONITORING COORDINATOR Gilberto Andrade THEMATIC EXPERTS AQUACULTURE AND FISHING EXPERT Alexandre José de Araujo Macedo CASSAVA FARMING EXPERT André Luis Lordelo Silva GOAT AND SHEEP EXPERT Carina Moreira Cezimbra DAIRY CATTLE RAISING EXPERT José Antônio Magalhães de Araujo BEEKEEPING AND MELIPONICULTURE EXPERT Lívia Viana de Oliveira FRUIT GROWING EXPERT Marcos Raimundo Pitangueira OILSEED EXPERT Taís Nunes de Almeida SOCIO-ENVIRONMENTAL SUBPROJECT EXPERT Greice Póvoas de Carvalho AGROINDUSTRY EXPERTS Rafael Rebelo de Matos Meirelaine Rios de Almeida Mendes
SUPPORT COORDINATOR FOR TERRITORY OFFICES Dora Helena Passos MONITORING AND EVALUATION COORDINATOR Egla Ray Costa TRAINING COORDINATOR Elira de Andrade ATER COORDINATOR Wecslei Ferraz INTELLIGENCE AND MARKET COORDINATOR Aldir Parisi WATER SUPPLY COMPONENT COORDINATOR Andrevan Santana COMMUNICATION COORDINATOR Silvia Costa ADVISOR TO THE CAR’S BOARD OF DIRECTORS Ivan Fontes PROCUREMENT ADVISOR Nara Lins Muiños FINANCIAL ADVISOR Maria Juçara Monteiro MONITORING ADVISOR Antonio Berenguer WATER SUPPLY COMPONENT MONITORING ADVISOR Maria Auxiliadora Cavalcanti Produced by the Intelligence and Market Coordinator in a partnership with the CAR/SDR Press Office www.sdr.ba.gov.br / www.car.ba.gov.br/bahiaprodutiva
GOVERNOR OF THE STATE OF BAHIA Rui Costa RURAL DEVELOPMENT SECRETARY Josias Gomes MANAGING DIRECTOR OF THE REGIONAL DEVELOPMENT AND ACTION COMPANY (CAR) Wilson Dias GENERAL DIRECTOR OF THE REGIONAL DEVELOPMENT AND ACTION COMPANY (CAR) Ioná Queiroz
Headquarters of Bahia Produtiva Av. Luiz Viana Filho, 250 Conjunto Seplan, CAB ZIP CODE/CEP: 41745-001, Salvador-Bahia / Tel: (71) 3115-3941 www.sdr.ba.gov.br | www.car.ba.gov.br
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Review Renata Siqueira / Illustrations Thiago Durães / Layout P55 Edição | p55.com.br