4. A BRAND IS A PERSON’S
GUT FEELING ABOUT A
PRODUCT, SERVICE, OR
COMPANY. Marty Neumeier
4
5. INTRODUCTION TO BRANDING
Everyone 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
6. BRAND STRUCTURE
Brand 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 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
Company Heritage
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 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 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
Hunter Cattle 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
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.
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
15. 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 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
17. BRAND PERSONALITY
Brand 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 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
An archetype 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 the constituents 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 Story Tale
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
22. BRAND PERSONALITY
Brand Personality as 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
Language carries 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 Personality Assesment
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
26. Brandscape
The final dimension of 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 organization has 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
$$$
Equal to HC
Green Truck Pub Heirloom Book Company, and online
National, Regional
Sales, Gourmet,
Restaurant, National
distributors
Promotion
Websites, Packaging,
Press, events
Website, Visits, Press
People
Ferguson family
Ben and Kellie Deen,
Troy Bivens
Bradley Taylor and
Cat Compton
Harris family
29. BRANDSCAPE
Hunter Cattle must address the competition which is
inherently present in all segments of their offering
Product
Hunter Cattle
Beef, Pork, Poultry,
Sausage, Eggs,
Georgia Buffalo
Revival Foods
Service Variety
Focused
Services
Beef, Pork, Poultry,
Sausage, Lamb
Savannah River Farms
__
Bison Meat
Off brand
Beef, Pork, Lamb
Sausage, Poultry
Beef,
Poultry,
Eggs
_
o
Diverse
Services
+
++
Integrate in the HC brand discourse highlights about the eleIn brand
ments that make their products different from the competition and the variety offered by HC which puts it on top of
other local offering.
Market Placement
Service Variety
Focused
Services
Diverse
Services
Quality Perception
Lower
Quality
Price
Hunter Cattle offers a higher quality product for a higher price.
Higher
Quality
$$$
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’s Market,
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
32. Unique Selling proposition
for Hunter 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
34. CONTENT CREATED, DEVELOPED AND 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
