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• H U N T E R

C A T T L E •

BRANDing • H A N D B O O K •

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A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. Marty Neumeier

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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.

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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.

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brand structure

Driving Forces

Attributes

Company Heritage

Competitor’s Analysis

Mission and Vision

Brand Personality

Brand DNA

Brandscape

USP

Brand Personality Assesment

Personality Archetypes Personality Analysis

Brand Voice

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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

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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

Debra Ferguson

Kristan Fretwell

Anthony Ferguson

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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

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Animal Welfare

Sustainable Agriculture

Family-run Business


BRand DNA

f: focus

d: difference

t: trend

Local f

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.

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

t

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.

ment by letting the animal feed itself and spread its manure.

Animal Welfare f

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-

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


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

Authentic

the food the family was consuming, and extended that

In a world marked by fast and processed foods shipped

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

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Authentic

Attentive

Fair

Caring

Enabling

Emotional

Rational

It is that simple. Hunter Cattle started by caring about


BRand DNA

Rational

Relational

Authentic

Attentive

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BRand DNA

Emotional

Fair

Caring

Enabling

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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.

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Brand Personality Brand Personality

Brand Personality Assesment

Personality Archetypes Personality Analysis

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Brand Voice


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.

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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

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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


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.

70%

Nurturer

Foundation and reference to align

15%

Guardian

brand activities and behaviors to

15%

Companion

build brand value

Nurturer Behaviors

Attitudes

Companion

Guardian

helps

cares

acts

co-works

educates

advocates

complements

provides

vindicates

guides

fosters

sheperds

is a friend

is kind

is strong

is an ally

is warm

is always there

is available

is generous

is organized

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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.

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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?


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.

Hunter Cattle’s voice is defined by the following characteristics:

A friend offering advice

Honest and matter-of-fact

First person only

As a part of the family; an equal

Simple vocabulary

Never assuming people know the terminology

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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

dapper

elaborate heavy and deep

DANDY

3

sublime

precious

MODERN

earnest proper

Enduring Visuals

Industry Newbie

Field Knowledge

Improvised Reactions

Structured & Organized Actions

metallic

solemn

dignified

FORMAL authoritative

serious

Source: Shigenobu Kobayashi “Color image scale” (1992) Publisher: Kodasha, USA

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Weak Visual Presentation

sharp

masculine

majestic

strong and robust sturdy

exact rational

formal

practical sound

robust untamed

placid

modern

cultivated precise

eminent

aristocratic

Consolidated Brand Speech

distinguished

diligent subtle and mysterious

bitter

3 progressive

intellectual

sober

quiet and sophisticated

Disperate Brand Speech

agile

urban composed

stylish

tasteful

mellow

luxurious

active striking

intense

rustic

extravagant

Explicit Information

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

Implicit Information

clean and fresh

noble

fashionable

Informed Casual

refreshing

steady

sedate

calm

nostalgic

colorful vivid

crystalline youthful

sleek pure and elegant

graceful

amusing

Too Casual

CLEAR

fresh

simple and appealing

elegant

Tomorrow

clean

pure and simple

tranquil

delicate

1

mild

Today

pure

natural

dry

open

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


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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

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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 brand Services

Quality Perception

Lower Focused Quality

Service Variety

Services

Weak Visual Communication

Higher QualityDiverse

Services

Presentation Emphasis

Quality Perception

Lower Quality

Strong Visual Communication Higher

Quality 27

Presentation Emphasis


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.

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$$$

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


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 different from the competiments that make their products tion 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 higherHigher quality product for a higher price. Quality

$$$

Quality Perception

Weak Visual Communication

$$

Lower than HC

Presentation Emphasis Lower Quality

Strong Visual Communication

Higher Quality

$$$$

higher than HC

$$

lower that HC

$$$

Communicate the differentiation of the product through written and visual explanation as quality and price is tied to how the product looks.

Equal to Hunter Cattle

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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

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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


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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.

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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


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