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HCC Branding
- 1. • H UN T E R C A T T L E • BRANDING • H A N D B O O K • 1
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- 4. A BRAND ISA PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. Marty Neumeier 4
- 5. INTRODUCTION TO BRANDING Everyonehas a brand. From individuals to multi-national corporations, from charities to gangs, from restaurants to farms, everyone has a reputation that inspires some feelings in others. The management of this perception and the creation of ideal perceptions, ones that align with our internal desires and goals, is a critical component of company growth and sustainable success. Brand is not just about customer service and quality products, though both are important elements. Brand is the sum of all interactions with everyone. That includes customers, clients, partners, and staff. Every contact with a potential customer creates an impression, which in turn reflects on the brand image. These impressions form the reputation of a company. On the following pages, the branding process used to evaluate and define Hunter Cattle as a brand is broken down into simple building blocks. These components can be understood separately, but come together to form a complete picture of the company. 5
- 6. BRAND STRUCTURE Brand isabout relationships. It is about the way that people interact with each other, spaces, and services; the push and pull between expectations, needs, and capabilities. The essence of a brand is formed through the connection between people’s motivations and the business’ response. As a family farm, Hunter Cattle is built on a relational model; connecting with likeminded companies and community members through participation in farmer’s markets and other outreach efforts. As we unpack what it means to shepherd and develop a brand, it is important to recognize that the relationships are what really matter. Expression of those relationships, in the way that they are exposed to the outside world, is of equal importance to the relationships themselves. There are three simple elements that formulate the essence of brand creation, and these core elements DNA, Personality, and Brandscape will guide the rest of this document. 6
- 7. BRAND STRUCTURE Driving Forces Attributes CompanyHeritage Competitor’s Analysis Mission and Vision Brand Personality Brand DNA Brand Personality Assesment Personality Archetypes Personality Analysis 7 Brandscape Brand Voice USP
- 8. Brand DNA The firststep of the branding process is aimed to define and express the core values of the company. Defining the Brand DNA provides the foundation while creating a nucleus from which all else builds upon. Driving Forces Attributes Company Heritage Mission and Vision Brand DNA 8
- 9. BRAND DNA Brand Origins& Heritage Alarmed by trends in commercial food production, the drive grass-fed beef, free range chicken, pastured pork, Ferguson family transformed their lives by creating a farm and other products into the local community. dedicated to sustainable and humane agricultural prac- Hunter Cattle farm produces a range of products that tices. This focus quickly attracted the attention of friends, meet both environmental, health and social demands. The neighbors and the community who shared the Fergusons’ Ferguson family welcomes the community to experience concerns about the impact of grain-fed meat on animals, their family farm lifestyle and join in their mission to pro- the environment and people. The farm continues to grow mote healthy living and food through ease-of-access and by partnering with local restaurants and businesses to example. Del Ferguson 9 Debra Ferguson Kristan Fretwell Anthony Ferguson
- 10. BRAND DNA Driving Forces HunterCattle was founded on the relational values of and presented is vital to a successful enterprise. Using a a caring family. Through trial and error and burgeoning framework developed by Marty Neumeier, these forces experience, the farm has been able to create and nur- have been broken into three essential components: focus, ture a superior product that is both humane and environ- difference, and trend. mentally sensitive. While many elements of the farm’s existence and subsistence exist for practical need-based Isolating and segmenting these external agents allows reasons, it is important to note that they are also a part for an evaluation of what they are about (focus), what of a set of growing social trends, and that the recognition makes them important and unique when compared to and exploitation of these trends can help to drive sus- other forces (difference) and how they directly impact tainable business practices. Hunter Cattle’s decision making process, both internally and externally. An awareness of external forces and the impact that these forces have on the way that business is conducted Local 10 Animal Welfare Sustainable Agriculture Family-run Business
- 11. BRAND DNA f: focus d:difference t: trend Local Sustainable Agriculture Regional system for food production and distribution within f Integrated production system which practices are respon- a reach that considers resources, distances, markets, and sible with natural and human resources. Three goals are consumers. f integrated in the practices: environmental health, economic profitability, and social equity. d Its goals are towards community sustainability. d Sustainable livestock farming based on a pastured system Consumers value a better understanding of the source of allows animals to eat what they are naturally supposed to, their food products, and a connection with the producers which improves animal welfare, and benefits the environ- of those goods. t ment by letting the animal feed itself and spread its manure. Animal Welfare t The food movement, as a series of organized small mobi- Measures on-farm operations that consider physical and lizations is centered in pleasure and health, and moves psychological well-being of animals in their raising meth- f towards achieving environmental goals. ods from birth to slaughter. Family-run Business d Animals are raised outdoors on pasture, their diet corresponds to healthy growth goals and their lives are not lim- f Family-run organizations and businesses create value that directly contributes to the well-being of the family. ited to time spent at the farm. d In this type of company, the customer can establish a close t Public opposition to commercial methods like battery cage relationship based on trust. Interactions are very personal, raised chickens is on the rise. Organizations and public which adds value to the customer experience. opinion agree on eliminating cruel practices exercised in the name of more efficient production. t Businesses want to build closer relationships with con- sumers. While these relationships are based on trust, the value is created through each intimate experience. 11
- 12. BRAND DNA Brand Attributes HunterCattle thrives on building community through their family values by emphasizing health, environment, and education. These values can be expressed into brand attributes that will serve as brand pillars. These attributes are divided into rational and emotional. Relational Fair To do business with Hunter Cattle is to be friends with Hunter Cattle Farm gives the best care to the animals them. From interactions with new visitors to the farm they raise and this is expressed in the quality of the to business relationships with local restaurants or dis- products they offer to the community. tributors, personal relationships and interactions are incredibly important to the culture of Hunter Cattle. Caring It is that simple. Hunter Cattle started by caring about care to the community and the animals. From the way around the world, in a society that lives on imported pro- the animals are treated to the promise that nothing arti- duce and meats, Hunter Cattle recalls the way that things ficial is involved in the creation of their products, Hunter used to be–local, native, fresh, and natural. This back-to- Cattle’s sense of caring for the well-being of their cus- basics mentality is reflected in the authenticity and trans- tomers and animals is deep-seated. parency with which day-to-day affairs are conducted, both on and off the farm. Enabling The best motives and practices in the world are lost if Attentive there isn’t an opportunity for others to become part of Driven by their relational nature, Hunter Cattle is con- the story. Enabling local community members and busi- stantly reacting to the needs of their clients and cus- nesses to have access to both authentically cared for tomers, doing everything in their power to ensure that livestock and the education that surrounds these inten- orders are fulfilled, and that guests leave the farm edu- tional consumer practices is a critical part of the Hunter cated about the Hunter Cattle difference. Cattle mandate. Relational 12 Authentic Attentive Fair Caring Enabling Emotional the food the family was consuming, and extended that In a world marked by fast and processed foods shipped Rational Authentic
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- 15. Brand Attributes Mission Hunter Cattleexists to be an advocate for healthy living through authentic animal husbandry and environmentally sensitive agricultural practices. By serving as a beacon for the promotion of healthy living, Hunter Cattle can build a strong network of like-minded businesses and community members, diffusing the farm’s beliefs and practices into common usage and valuation. Vision Hunter Cattle’s vision is to drive transparent and open business practices in order to translate their honest and authentic beliefs about food and responsibility into sustainable community value. 15
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- 17. BRAND PERSONALITY Brand personalitybuilds upon the brand DNA by attributing a series of human characteristics to a brand. Personifying the brand allows for an easier understanding of the nature of the brand through metaphors. A brand is useless if it doesn’t empathize with its users. By personifying the idea of a brand, we enable empathy for the customer through customer-facing communications and allow the customer to easily engage with the company. Formulating a brand personality also creates a decision-making platform by establishing a set of metrics that strategic decisions can be evaluated against. 17
- 18. BRAND PERSONALITY Personality Archetypes Anarchetype is a generic personality built on classic To define the appropriate archetypes for Hunter Cattle behaviors and motivations. Borrowed from literature, we conducted an exercise of mapping Hunter Cattle attri- archetypes allow brand owners to quickly get a feel for butes into a matrix that has fifteen classic archetypes the way their brand relates to the world, what its moti- proven to translate into branding in compelling ways. vations are, and how it behaves in times of conflict; all traditional elements of engaging storytelling. No brand is ever fully one archetype, but instead is an amalgamation of multiple archetypes, each to varying By using archetypes that are culturally familiar (the Hero, degrees (which can be given percentages and weights). the Peacemaker, etc.), we pave the way for communicat- The same is true of Hunter Cattle. The primary archetype ing the brand essence to a broader audience and aligning for Hunter Cattle is the Nurturer, followed by Guardian all the brand assets in a single direction. and Companion. SAGE Brand Attributes CREATOR Creation Creative Original Artistic Expressive New Beginning Imagination Inspiration Relational Wisdom Knowledge Destiny Asceticism Scholar Enlightenment Intellectual Deep Profound Spiritual GUARDIAN Protection Control Mentoring Organized Systematic Conservative Authentic Caring Enabling 18 15% 70% 15% Supply Nurture Belonging Nourishment Motherly Compassionate Generous NURTURER Changing Empowerment Miracle JESTER Delight Evolving Tactful Clever Gift Magical WARRIOR Power Courage Fight Victory Triumph Conquest Strength Strong Tough Manly RULER Control Authority Order Rule Role Model Responsibility Indisputable Attentive Fair MAGICIAN Calm Brilliant Isolated Scientific Witty Humorous Energetic EXPLORER Brave Forceful Aggressive Self Confident Enthusiastic Learning HERO Believe Vision Immortality Legend Majesty Superiority Noble Victor Intelligent Extraordinary Honorable Transcendence Righteous Capable Distinctive Obsessive Soft Cherishable Affection Tender Fair Decisive Majestic Leading INNOCENT Virginity Purity Clean Simple Gentleness Sincere Incomplex Unselfish Frankness Optimistic Lively Innocence Discovery Self- Discovery Trial Freedom Quest Challenge Free Independent Adventurous LOVER Love Romantic Glamour Beauty Aesthetic Intimacy Graceful Creative Action Fun Teasing Surprise Original Imaginative Irreverent Youthful Eccentric 15 Archetypes Brand Myth SEDUCER Pleasure Sensuality Passion Charm Sexy Desirable Tempting Indulgence Friendship Help Association Trust Empathy Sociability Support Comforting Caring Relaxed COMPANION REGULAR GUY Belong Blend Fit in Realistic Empathetic Easy Going Friendly Willing to be abused in order to be one of a gang
- 19. BRAND PERSONALITY Once theconstituents archetypes have been identified and blended, Brand Personality Analysis their implications, in terms of actions and behaviors can be used to help outline the brand scope and guidelines. Nurturer 70% Foundation and reference to align 15% Guardian brand activities and behaviors to 15% Companion build brand value Nurturer Behaviors Companion Guardian acts educates advocates complements provides vindicates guides fosters sheperds is a friend is kind is strong is an ally 19 cares co-works Attitudes helps is warm is always there is available is generous is organized
- 20. Brand Personality StoryTale Hunter Cattle is like a modern young mom who cares for and protects her children. This care and protection is not stifling or constricting, but freeing, connective and honest. Her relationships are deep-rooted, genuine, and friendly. She believes that good nutrition is the base for happy children. She wants her children to be able to make informed and conscious decisions, and to recognize that they don’t live in isolation, but in community. Her goal is independence: freedom from the restriction of the way things are, and a drive to constantly search for the way they should be. Her dream is to raise healthy and happy children, and to enjoy her relationships with them as they grow and discover together. 20
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- 22. BRAND PERSONALITY Brand Personalityas an Evaluation Tool All of these personality-creation exercises are valuable way that Hunter Cattle carries out their day-to-day work from an understanding perspective, but they are worth- and assists strategic decision-making. The below exam- less if inactionable. It is important to take the concept of ples show a series of questions that act as a guide for how the archetype and translate it into tools that impact the to use the archetypes for evaluating opportunities. Business Development | A new partner Product Offering | A new product Company Image | A new blog post Nurturer Nurturer Nurturer • Is this business decision • Is HC providing education on the • Through this information is fostering strong relationships appropriate use of the product? HC showing its involvement in with the customers? • How is this product fostering the education efforts? understanding about the value of Companion HC’s mission? Companion • Do the values of this new Companion • Can the customer use the partner complement HC mission information to guide their and vision? • Does the product complement other • Is the role of HC clear in this HC offerings? new relationship? • How can the new product help spread the value of previous or new Guardian offerings? decisions about HC products? Guardian • Is this information supporting and validating the value of HC • Can HC advocate its values Guardian through/with this partner? • Does the product support the values of HC through its proposition? 22 offering?
- 23. BRAND PERSONALITY Brand Voice Languagecarries both incredible potential and responsi- The tone of voice is a direct reflection of the attributes of bility. It can distance, or draw in. It can promote, or detract. the brand– relational, authentic, attentive, fair, caring, and It can create friends and relationships. It can communi- enabling. cate, or confuse. Because of this potential, and the implication couched around language, it is vital that Hunter Every communication is an opportunity to drive under- Cattle carries a consistent tone of voice throughout their standing of the brand; whether it’s an email, a poster, a communications. blog post, or tour and event. Because of the significance of these opportunities, it’s important to remember the core The communication with customers (both clients and elements of the brand tone, and be mindful of these ele- direct) is the primary way Hunter Cattle is known in the ments in any format. community. If one tone of voice is used in one channel, and a different one in another, they cancel each other out leaving the customer confused about the message. • 23 • Honest and matter-of-fact • First person only • As a part of the family; an equal • Simple vocabulary • Hunter Cattle’s voice is defined by the following characteristics: A friend offering advice Never assuming people know the terminology
- 24. BRAND PERSONALITY Brand PersonalityAssesment Until now, we’ve been able to understand Hunter Cattle’s that shows a comprehensive range of personality traits ideal brand, how it behaves, what its character is, and and comparing it against the “desired” brand personality. how we can describe and foster it. Now we need to examine how this ideal brand matches up to the existing brand Hunter Cattle’s positioning was informed by the research, through an audit. This auditing process was accomplished observation and analysis the team had conducted on by mapping the current brand personality into a matrix Hunter Cattle’s business. Personality Traits 3 ROMANTIC pretty cute NATURAL generous childlike pleasant cheerful happy restful domestic bright genial and elegant merry delicious 3 tropical 2 abundant rich lively hot brilliant fascinating substantial aromatic provocative vigorous glossy interesting mysterious alluring provincial gorgeous decorative complex traditional wild ethnic classic conservative CLASSIC ETHNIC (WILD) old-fashioned 2 elaborate heavy and deep DANDY 3 sublime precious MODERN earnest proper Industry Newbie Field Knowledge formal Improvised Reactions Structured & Organized Actions metallic solemn dignified FORMAL authoritative serious Source: Shigenobu Kobayashi “Color image scale” (1992) Publisher: Kodasha, USA 24 Enduring Visuals sharp masculine majestic strong and robust sturdy exact rational dapper practical sound robust untamed placid modern cultivated precise eminent aristocratic Weak Visual Presentation distinguished diligent subtle and mysterious bitter 3 progressive intellectual sober quiet and sophisticated Consolidated Brand Speech agile urban composed stylish tasteful mellow luxurious active striking intense rustic extravagant Disperate Brand Speech speedy 2 quiet CHIC elegant western sporty chic noble and elegant Japanese simple, quiet 1 mature forceful bold dynamic and active 1 modest smart polished subtle 0 GORGEOUS DYNAMIC fiery 1 simple young NEAT CASUAL refined ELEGANT Explicit Information clean and fresh noble fashionable refreshing steady sedate calm nostalgic colorful vivid Implicit Information crystalline youthful sleek pure and elegant graceful amusing Informed Casual CLEAR fresh simple and appealing elegant Too Casual clean pure and simple tranquil delicate 1 mild Tomorrow pure natural dry open Today clear fresh and young plain feminine cultured tender emotional neat light dreamy wholesome peaceful smooth friendly dazzling flamboyant 2 free sweet-sour healthy lighthearted festive enjoyable showy romantic amiable innocent agreeable to the touch supple sweet and dreamy sunny gentle intimate citrus PRETTY CASUAL soft charming sweet
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- 26. Brandscape The final dimensionof the branding process, Brandscape, is used to gain an understanding of market and competitor characteristics. This dimension creates awareness within market niches, leading to more intentional business decisions. Competitor’s Analysis Brandscape 26
- 27. BRANDSCAPE Competitors Analysis Every organizationhas competitors. They can be tangential, customers and market value. One tool uses four important negligible, strong, weak, indifferent, or even friendly, but organizing elements for comparision while the second tool they exist, and acknowledging the existence of competition uses the five Ps. is something every business must do. Tools can be used to From these comparisons, potential opportunities to shift rationally plot and compare HC to those who have shared Hunter Cattle HC to a strong market position can be identified. Georgia Buffalo Revival Foods Savannah River Farms Hunter Cattle __ Georgia Buffalo _ o + Revival Foods ++ Market Placement Savannah River Farms In brand Off brand __ _ o + ++ Service Variety Focused Services Off brand Market Placement Diverse In Services brand Quality Perception Lower Focused Quality Service Variety Services Weak Visual Communication Higher Diverse Quality Services Presentation Emphasis Quality Perception Lower Quality Strong Visual Communication Higher Quality 27 Presentation Emphasis
- 28. BRANDSCAPE Product Price Place Beef, Pork, Poultry, Sausage,Eggs, $$$ Farm, Moo Ma’s Store, Farmer’s Market, Restaurants, Local Grocery Barn Loft, Tours, Parties, Events, Publication, Website, Recipe (web), Social Media Beef, Pork, Poultry, Sausage, Lamb $$ Farm Farmer’s Market Restaurants Web Site, Brochure, Social Media, Speak to customer directly Farm, Farmer’s market, Delivery to near by store Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition Bison Meat Beef, Pork, Lamb Sausage, Poultry Lower than HC $$$$ higher than HC $$ lower that HC Beef, Poultry, Eggs This competitor is used as a reference for best practices. 28 $$$ Equal to HC Green Truck Pub Heirloom Book Company, and online National, Regional Sales, Gourmet, Restaurant, National distributors Promotion Websites, Packaging, Press, events Website, Visits, Press People Ferguson family Ben and Kellie Deen, Troy Bivens Bradley Taylor and Cat Compton Harris family
- 29. BRANDSCAPE Hunter Cattle mustaddress the competition which is inherently present in all segments of their offering Product Hunter Cattle Beef, Pork, Poultry, Sausage, Eggs, Georgia Buffalo Revival Foods Service Variety Focused Services Beef, Pork, Poultry, Sausage, Lamb Savannah River Farms __ Bison Meat Off brand Beef, Pork, Lamb Sausage, Poultry Beef, Poultry, Eggs _ o Diverse Services + ++ Integrate in the HC brand discourse highlights about the eleIn brand ments that make their products different from the competition and the variety offered by HC which puts it on top of other local offering. Market Placement Service Variety Focused Services Diverse Services Quality Perception Lower Quality Price Hunter Cattle offers a higher quality product for a higher price. Higher Quality $$$ Quality Perception Weak Visual Communication $$ Lower than HC Presentation Emphasis Lower Quality Strong Visual Communication Higher Quality $$$$ higher than HC $$ lower that HC $$$ Equal to Hunter Cattle 29 Communicate the differentiation of the product through written and visual explanation as quality and price is tied to how the product looks.
- 30. BRANDSCAPE Place Farm, Moma Store, Farmer’sMarket, Restaurants, Local Grocery Hunter Cattle products are not just meat, they also represent family and farming values. Farm, Farmer’s market, Delivery to near by store Green Truck Pub Heirloom Book Company, and online National, Regional Sales, Gourmet, Restaurant, National distributors Promotion In brand Off brand Hunter Cattle products represent what the brands stands for and so should the locations where it is sold at. Different business partnerships require more or less branding efforts according to what the customer reach might become. When adding a new market place consider customer segmentation to determine the appropriate approach. Product packaging currently does not reflect Hunter Cattle values Barn Loft, Tours, Parties, Events, Publication, Website, Recipe (web), Social Media Web Site, Brochure, Social Media, Speak to customer directly Weak Visual Communication Presentation Emphasis Strong Visual Communication Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition Websites, Packaging, Press, events Website, Visits, Press 30 Georgia Buffalo Revival Foods Market Placement Farm Farmer’s Market Restaurants Hunter Cattle Hunter Cattle should express in all their channels the value of their products through all channels so there is a reason behind the price. Savannah River Farms Off brand Focused Services Lower Quality Weak Visual Communication
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- 32. Unique Selling proposition forHunter Cattle Company Hunter Cattle is the local family-owned farm that by a responsive attitude shares a sustainable lifestyle with the local community in Georgia; in an era where fast food and industrial food production is affecting people’s wellbeing. 32
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- 34. CONTENT CREATED, DEVELOPEDAND COMPILED BY: DMGT 720 Spring 2013 Design Innovation Development and Marketing Strategies Atthaves Borriraklert Laura Campos Michael Denman Phillip Evans Alexandra Jackson Liu Xin Carol Lora JaKenna Martin Priscila Mendoza Mariana Ortiz Reyes Lauren Peters Diane Seaver Bhavika Shah Sun Tianjie Nathan Sundberg Wang You Zhang Haoting Professor Verena Paepcke-Hjeltness Courtesy of the School of Design Savannah College of Art and Design 34
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