Branding a dairy farm operation

Abstract

Every company has a reputation. Everyone you meet will form an opinion about your company, even if they have not done business with you yet. The challenge is to manage your reputation so that the opinion that people have of you is positive. This is what creates a brand. Branding will not have merit if it is a stand-alone strategy. It needs to be adopted as part of best practice for all aspects of the business. The farmers that have undertaken a branding initiative have done so primarily to attract quality staff - they have also found it has helped establish strong relationships with other stakeholders, and a strong sense of pride within the company.