By Mattie Sue Horchler
When we talk about branding in the cattle industry, many of us think about the identification technique. However, there is another type of branding that can increase the value of your beef or farm enterprise. The American Marketing Association defines brand marketing as "the approach used by companies to promote and establish a brand in a market by creating a unique identity, values, and perceptions that differentiate it from competitors." Establishing and promoting your beef brand can help consumers recognize your product and give you a competitive edge in the market. Now, one misconception is that branding would only be useful for a person selling beef directly to consumers; however, this is not the case. Many producers are building their brand without even knowing it! Brands are more than logos and color schemes; they are the connection you foster between your customers and your product.
The biggest way to create a positive association with consumers of your beef product is consistency. Consistency can help build trust, loyalty, and recognition among your consumers. Which, in turn, can help you maintain the demand for your product. Product consistency means more than just how your product tastes; it also includes interactions like how customers are treated and how payments are collected. With non-direct-to-consumer farms, this can look like positive communication among producers, haulers, and buyers; beef that consistently grades high, productive, fertile cattle, and so on. An example of consistency working for a beef brand would be continuous repeat customers at a seedstock operation because every year their heifers breed and raise a good, healthy calf.
Source : psu.edu