Level 8 · Part 2
Brand and trust
A brand is a promise people can rely on. Keep it simple, true and consistent.
A brand is the name, look and reputation that tell customers what to expect. A good brand is built over time by keeping promises, not just by a nice label.
| Part | What it is | A question to ask |
|---|---|---|
| Name | What people call you and your product | Is it easy to say, spell and remember? |
| Promise | What buyers can rely on | What will I do every time without fail? |
| Look | Colours, label, pack, how you appear | Is it clear, clean and the same on every pack? |
| Story | Who you are and why you make it | Is it true, short and something customers care about? |
| Proof | Why people should believe you | What can I show: a clean workplace, a registration, a happy customer? |
Keep your brand honest
- Promise only what you can deliver every time, in quality, size, delivery and service.
- Do not claim qualities you have not checked, and do not say that a food cures or treats a disease.
- Do not copy another producer's name, label or logo. Look for similar names before you choose.
- Registering a name or mark may be possible in your country. Ask the relevant authority how it works and what it costs.
Rules differ
Rules on names, labels, advertising and claims depend on the country and the product. Check them with the relevant authority before you print or advertise.
Exercise 8.2 · My brand sketch
- Write the name you plan to use and say it aloud to two people. Write what they understand.
- Write one promise you can keep every time.
- Write what you will show on the pack and in your selling to prove it.
Background reading for this part:
- Agricultural and Food Marketing Management — Food and Agriculture Organization of the United Nations (FAO), I. M. Crawford, 1997