Successful brand names inspire trust.
Terry Akerman, a business developer and brand builder, urged fruit growers to build their businesses around a culture that fulfils the emotional and functional needs of their customers.
“Branding is about building a culture that is customer focused,” said Akerman.
“Think not like a business, but like a brand.”
He said a successful brand helped increase business during the time he spent working with the Organic Meadow Co-operative in Guelph, Ont.
“We built Organic Meadow from a negative brand to one worth nearly $10 million.”
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Akerman criticized the tendency of companies to make decisions based on their own preferences rather on than those of their customers.
“As the customer, it’s what I think it is,” he said.
Producers should talk with their target consumers and accept the hard truths that may come with the research.
“Sometimes your baby has to be called ugly.”
As well, he warned against jumping headfirst into promotion.
“The last thing you do is develop an ad campaign, not until you nail down your brand promise.”
He said it is a myth that success is built around spending thousands of dollars on advertising.
“We built Organic Meadow through word of mouth.”
He urged growers attending Crop Production Week in Saskatoon to use alternative, less costly methods of advertising, such as the internet.
“You can’t out advertise McDonald’s.”
Akerman said a company’s brand doesn’t have to be directly related to its business.
For example, Disney is in the business of theme parks and movies, but its brand is the business of making people feel good.
While fruit growers will always be in the business of growing and selling fruit, their brand could be based on health benefits, low prices or decadence, he said.
“The timing couldn’t be better actually, because fruits are now being perceived as a decadent dessert item.”
Brands must be unique and centre on qualities that make them different from their competitors.
Akerman also had specific advice for the Saskatchewan Fruit Grower’s Association, which hosted the meeting.
“You’re 100 percent western Canadian, and that’s a strong (distinct)
cachet,” he said.
In an interview following his presentation, he said the saskatoon berry is a classic example.
“It’s known around the world as a specialty product, it’s a decadent product and it carries a certain cachet to it.”
Jennifer Kostyc of Prairie Plant Systems appreciated Akerman’s advice.
“To actually think your company name is a brand and how to make customers comfortable with that brand is a necessity.”
