If you answer “YES!” to the following questions:
•Has your organization identified its niche? –Do you know what you stand for and are you committed to making it work?
•Do you need to differentiate your organization? –Are there similar organizations in the arena in which you operate?
•Is your organization sending mixed messages? –Are members of your organization sending different messages about what you stand for?
•Are people talking about your organization when you’re out of earshot? –Can you personally answer every question, or will people think they know what your organization stands for and make decisions based on their assumptions?
Then it’s time to BRAND!
At the Community Food Security Coalition Conference last month, Scott Allegrucci with Local Burger out of Lawrence, KS used the following analogy about branding:
•Determining when to brand (marketing) is similar to determining when to brand cattle
•It’s time to brand when
–Your cattle are going to graze on the same range as cattle owned by multiple ranches –Your cattle are going to market along with cattle owned by multiple ranches You need to be able to differentiate your cattle!
Each cow needs to have the same message!
By Sue Honkamp Value Chain Partnerships