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Episode Info: Big businesses spend a fortune building their brands. But is branding important for your farm business? Today, I’m here to tell you that it absolutely is critical to build your farm brand, and I’ll explain why.So, let’s start with what I mean by the word “brand” because it’s a word that we hear often, but we may not understand the meaning.  I mean, what does the word “brand” mean anyway?I’ll start with what I don’t mean. I don’t mean branding your cattle. So we’re not talking about that kind of brand. We’re talking about the marketing kind of brand.Now, sometimes we hear the word brand used in the context of a product name. You know, like Scotch Tape or Dr. Pepper. Dr. Pepper is the recognized brand name. You say you want a Dr. Pepper, but you don’t say the name of the company who makes it.In fact, I bet you don’t even know who makes it do you? You’re thinking Coke. Pepsi. Two other well-known brand names.But you’re wrong. Dr. Pepper is owned by Keurig Green Mountain. Yep. Those same guys that make the little single serving coffee pods own your Dr. Pepper. And they own a bunch of other brands you may know, like Hawaiian Punch, Canada Dry, 7 Up, Snapple and a bunch more.So those are a bunch of brand names. And you may not drink those beverages…I know I don’t. But to those who do, those are more than just names. Those names evoke feelings.Why my wife, bless her, craves a coke, she’s craving the experience that she associates with that brand. And that gets to the heart of what a brand is.Simply stated, your “brand” is what people think of when they hear your brand name.  It’s everything people think they know about your brand’s offering, whether it be factual, such as 100% grassfed or emotional, such as trying to restore the land.Okay, so why is it so important for you to have a recognized farm brand.Let me tell you with word association.Quick…what search engine do you use. Google, right? Yeah, I know a couple of you are saying, “No smartypants, I use Bing.”  Well you can go stand in the corner.  Because the answer is Google, and you know it.How about this…what coffee shop should we meet at? Did you think Starbucks? I did, and most would, but even if you thought Dunkies, that’s okay, because that’s a great and recognized brand as well.What brand do you associate with fast food? McDonald’s of course.What’s a brand of soda? Coke.Who makes the best smartphone? Apple.Where can I buy…anything? The answer is increasingly Amazon.And where can we take the kids on vacation? Did Disney come to mind? I could go on and on, but the point is this. People can only remember so much. And they tend to associate brands with categories.Don’t believe me? Do you say you want to photocopy something, or Xerox something?You think one name…no more than two, in each category.  At least that’s what’s top of mind for you. That’s because…these are the preferred brands in their industries.And t...
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