INDUSTRY players are jostling to align the True Aussie brand with a business case that will be digitally-enabled, owned by farmers and accessible to everyone.
Will you believe in it?
“Not till I see it” most will say, but it's my belief that you can’t see brands, you feel them.
If that seems odd to you, a bit mushy or downright stupid, read this short blog, and watch the clip at the end.
If there was a phrase I could brand into the minds or forearms of Australians it would be: “In order to carry a positive action we must develop here a positive vision.”
Not my words, but the Dalai Lama’s.
But what would that brand mean? Nothing, unless you believe in it. Without the belief, it’s just a logo.
So what is branding? Well, farmers have known for a very long time, at a micro level.
Branding - the hair-singeing, skin-scarring print on the rump of bullock kind - is a logo for most, but a symbol of belief for the people that own it. It is essentially the means of identification, and usually an optional one at that.
Branding - the confidence-building, passion-enabling security blanket kind - is just a belief, but beliefs guide behaviour, and our behaviour shapes our culture. All of that can be represented by a logo, but by then it’s a brand, not a logo.
Take Consolidated Pastoral Company (CPC), for example, with its famous 'wineglass brand that Troy Setter and his team believe in.
Their company has a culture that makes up parts of the brand, represented by the logo. It’s how CPC differentiates itself from other producers who have a different brand, with a different culture.
That’s what Australian agriculture has been lucky enough to get away with - producers peppered across seven million square kilometres, all with their own brand (or name on the front gate) and a culture that unites under the commodity they produce, where the brand is redundant and the commodity is bought, at a commodity price.
At last, with True Aussie, we’re being presented with a brand which is not just another logo, by people in agriculture who get it.
A new brand, owned by Australian farmers, that enables us to get the price we bloody well deserve. This is light at the end of the tunnel.
A new brand that brings traceability, integrity and value back to the farmgate.
A logo can’t do that, but a brand can.
If you’re still unsure on what a brand actually is, this three-minute clip explains it well, and even mentions farmers!