Establishing a brand

In the Angus world, we have an excellent example of establishing a brand. Putting a brand on beef was a new idea back in 1978 when the Certified Angus Beef^® (CAB^®) brand was started. Until that point there were just USDA grades. CAB took the guesswork out of the consumer buying decision by applying strict specifications to the factors that ultimately determined consumer satisfaction and then making a connection between a brand logo and that great steak. That consistent quality and the imagery around it became established in the minds of beef consumers. Just as importantly, it became a brand that successful restaurateurs and grocery store owners relied upon.

The history of branding cattle dates back to the late 1800s. Assigning a unique identifier to a rancher’s cattle was essential to distinguish their herds during open-range grazing. While hot-iron and freeze branding still have an important role today in animal management, we should consider what a brand can mean for our business and our products, as well as what that brand conveys to customers.

The key for a successful cattle brand is consistency — the same mark is placed in the same place every time. While a brand on cattle represents ownership, I suspect there’s a little cowboy pride that goes along with it. Those cattle came from your ranch, and they represent your stamp of quality. How can you apply that concept to your entire operation?

More than a logo

You likely have a brand for your operation, but that brand is much more than just a logo or a name. It is a unique identity that represents the sum of all the measurable and immeasurable attributes associated with a product, service or company. A brand represents the overall perception and reputation held in the mind of its consumer. Just the mention of a brand name or the glance at a brand logo will conjure up images and feelings — good and bad.

That brand response is built by a combination of customer satisfaction, consistency, authenticity, innovation and emotional connection. Companies like Apple, Nike and Coca-Cola annually spend millions of dollars growing and protecting their brands, and those established brands have incredible value.

There are no shortcuts to building a strong brand, and maintaining that value is just as hard. A brand can crumble with a misstep around quality or integrity. Case in point, Enron.

Be consistent in every aspect

Consistency around how the product or service performs is a major part of a brand’s success, but that consistency doesn’t just stop with performance. How a brand is represented visually — colors, fonts, graphics, even the words used in marketing materials — matters, too. Every Starbucks store or John Deere advertisement has a very consistent look and feel, and that’s not by accident.

Building a powerful brand isn’t just for big corporations. Anyone with a product or service to sell should always be thinking about their brand. Whether you are selling bulls, replacement heifers or feeder cattle, consider what the customer experience was like. Did the cattle perform as you represented them? Did you stand behind your product when problems occurred?

A strong brand reflects the values and mission you have set for your business. When people think of your brand, do the images in their mind match what you have set for yourself? If you are unclear what your brand stands for, then you’ve probably identified Step 1.