Are you better off selling at XYZ Farmers Market every week or every other week? Will more people open your email newsletter if you send it out once a week or once a month? While there’s no one size fits all answer, with a little effort, you can figure out works best for you.
The visual aspects of your brand–your logo, website, displays, and signage–say a lot about your business or organization. Just as your tone of voice can affect how people hear your words, the images you use to express your brand can either reinforce or undermine everything else that you say and do. So put some dazzle in your displays.
The Cabot Creamery dairy cooperative makes fabulous cheese–have you tried their Horseradish Cheddar?–and they’ve also done a great job building a collective brand for their 1200+ family farm members.
The Cabot brand, launched in 1984, had a 4.5% share in the Boston market in 1990; by 2009, it owned 30% of the Boston market. At the 2013 Harvest New England conference in February, Cabot Senior VP of Marketing Roberta MacDonald shared how Cabot built its brand through creativity and smart collaboration, not big bucks. The key to success? “Share your story, share your love.”
Over the years, their logo has smartly evolved to reflect their brand story. In their initial logo, the green map of Vermont proudly reflected the company’s Green Mountain State roots, but that’s about all. They’ve changed their logo a few times since then.
The current logo uses the same typeface for Cabot. The map’s been replaced with the image of a farm, but by using the same green, the logo conveys continuity with the past. The words “Since 1919,” and the tagline, “Owned by our Farm Families in New York & New England” have been added. Now the logo really tells a story: when you buy their products, you’re not only getting a great cheddar, you’re supporting family farms.