HCC Branding

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  • 1. H U N T E RC A T T L E BRANDING H A N D B O O K 1

2. 3 3. A BRAND IS A PERSONS GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. Marty Neumeier4 4. INTRODUCTION TO BRANDINGEveryone has 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 5. BRAND STRUCTUREBrand is about 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 peoples 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 farmers 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 6. BRAND STRUCTUREDriving ForcesAttributesCompany HeritageCompetitors AnalysisMission and VisionBrand PersonalityBrand DNABrand Personality AssesmentPersonality Archetypes Personality Analysis7BrandscapeBrand VoiceUSP 7. Brand DNA The first step 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 ForcesAttributesCompany HeritageMission and VisionBrand DNA8 8. BRAND DNABrand Origins & Heritage Alarmed by trends in commercial food production, thedrive grass-fed beef, free range chicken, pastured pork,Ferguson family transformed their lives by creating a farmand other products into the local community.dedicated to sustainable and humane agricultural prac-Hunter Cattle farm produces a range of products thattices. This focus quickly attracted the attention of friends,meet both environmental, health and social demands. Theneighbors and the community who shared the FergusonsFerguson family welcomes the community to experienceconcerns 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 growmote healthy living and food through ease-of-access andby partnering with local restaurants and businesses toexample.Del Ferguson9Debra FergusonKristan FretwellAnthony Ferguson 9. BRAND DNADriving Forces Hunter Cattle was founded on the relational values ofand presented is vital to a successful enterprise. Using aa caring family. Through trial and error and burgeoningframework developed by Marty Neumeier, these forcesexperience, 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 farms existence and subsistence exist for practical need-basedIsolating and segmenting these external agents allowsreasons, it is important to note that they are also a partfor an evaluation of what they are about (focus), whatof a set of growing social trends, and that the recognitionmakes them important and unique when compared toand exploitation of these trends can help to drive sus-other forces (difference) and how they directly impacttainable business practices.Hunter Cattles 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 conductedLocal10Animal WelfareSustainable AgricultureFamily-run Business 10. BRAND DNAf: focusd: differencet: trendLocalSustainable AgricultureRegional system for food production and distribution withinf Integrated production system which practices are respon-a reach that considers resources, distances, markets, andsible with natural and human resources. Three goals areconsumers.fintegrated in the practices: environmental health, economic profitability, and social equity.dIts goals are towards community sustainability. d Sustainable livestock farming based on a pastured systemConsumers value a better understanding of the source ofallows animals to eat what they are naturally supposed to,their food products, and a connection with the producerswhich improves animal welfare, and benefits the environ-of those goods.tment by letting the animal feed itself and spread its manure.Animal Welfaret The food movement, as a series of organized small mobi-Measures on-farm operations that consider physical andlizations is centered in pleasure and health, and movespsychological well-being of animals in their raising meth-ftowards achieving environmental goals.ods from birth to slaughter.Family-run Business dAnimals 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 thatdirectly 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 tPublic opposition to commercial methods like battery cagerelationship based on trust. Interactions are very personal,raised chickens is on the rise. Organizations and publicwhich 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 11. BRAND DNABrand Attributes Hunter Cattle 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. RelationalFairTo do business with Hunter Cattle is to be friends withHunter Cattle Farm gives the best care to the animalsthem. From interactions with new visitors to the farmthey raise and this is expressed in the quality of theto 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 wayaround 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 thingsficial is involved in the creation of their products, Hunterused to belocal, native, fresh, and natural. This back-to-Cattles 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 ifAttentivethere isnt an opportunity for others to become part ofDriven 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 fortomers, doing everything in their power to ensure thatlivestock 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 Huntercated about the Hunter Cattle difference.Cattle mandate.Relational12AuthenticAttentiveFairCaringEnablingEmotionalthe food the family was consuming, and extended thatIn a world marked by fast and processed foods shippedRationalAuthentic 12. BRAND DNARationalRelationalAuthenticAttentive13 13. BRAND DNAEmotionalFairCaringEnabling14 14. Brand Attributes Mission Hunter Cattle exists 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 farms beliefs and practices into common usage and valuation. Vision Hunter Cattles 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 15. Brand Personality Brand PersonalityBrand Personality AssesmentPersonality Archetypes Personality Analysis16Brand Voice 16. BRAND PERSONALITYBrand personality builds 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 doesnt empathize