By Cole Cottin

A brand is more than just a logo; it is a foundational piece of your marketing communication. A brand is a “name, term, sign, symbol, design, or a combination of them intended to identify the goods and services of one seller, or group of sellers, and to differentiate them from those of other sellers,” writes the American Marketing Association. The truth is, if your farm has a name then you already have a brand, whether you like it or not. To maximize positive results of your farm brand over time, you must work to shape and define that brand to the best of your abilities.

“You can’t entirely control a brand, you only guide and influence it,” writes University of Tennessee Extension as they explain that brands are “psychological concepts” and “sponges” for content and fleeting feelings. Sound like a powerful tool? That’s because it is.

For further elaboration on what makes a brand strong, the benefits of a good brand, examples of existing farm brands, and resources for creating and using your own farm brand, CLICK HERE to print or download the Kansas Rural Center’s Branding as a Marketing Tool for Farms.

This document is an excerpt from Finding Your Niche, A Marketing Guide for Kansas Farms, published in January 2013 by the Kansas Rural Center. You may CLICK HERE to view the guide’s full Table of Contents and print or download other resource documents.

To receive a printed and bound copy of the 200+ page guide, please order here or contact the Kansas Rural Center at 785-873-3431. A limited number of copies are available for a suggested fee of $25 to help cover printing, shipping and handling costs.