November 2, 2023
How you tell your farm’s story is one of the most important aspects of marketing. Now more than ever, consumers want to engage with companies that reflect their values and are more likely to stay loyal to a brand to which they have an emotional connection. In this three-part series, we will touch on three aspects of how to tell your farm’s story: your tagline, your elevator pitch, and your one-sheet.
What is a Tagline and Why is it Important?
A tagline is a short phrase that often accompanies your business name and provides a brief description of what your company does. The quintessential example is, of course, Nike’s Just Do It. Your farm’s tagline is often one of the first things that potential customers will see or hear about your business. Look at it as the opening sentence in the story you are trying to tell! A good tagline will leave a lasting impact on potential customers, helping you stand out in a crowded marketplace. It helps to clarify your brand in the mind of consumers by making it easy and fast for them to understand what you do, helps create an emotional connection with your ideal customer, and makes your brand more memorable.
First, Know Thy Self
Before we dive too deep into how to craft a good tagline, we need to take a step back and make sure you’ve done the work to get clear on the story you want to tell. If you haven’t already, spend some time thinking through your farm’s mission, vision, and values and figuring out your ideal customer profile. These are the basic elements that will inform what you want your tagline to say.
Crafting Your Tagline
Once you are clear on the story you want to tell, it’s time to come up with a short list of potential taglines. They should:
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Be short, sweet, and to the point. You want them to be easy to remember, so they should be no more than a few words.
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Capture the essence of what makes your farm unique. What sets you apart from other farms? What differentiates your products?
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Be emotional. Emotions often influence consumers’ purchasing decisions. Think back to your ideal customer. How do you want that person to feel when they hear your tagline? What emotions would drive them to make a purchase?
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Be Timeless. Make sure to choose taglines that will stand the test of time. Don’t use trendy phrases or references that might not make sense in a few years.
Once you have a few favorites, it’s time to test them with your target audience. Ask for feedback from current customers or try them out at farmers markets. Finally, before finalizing your tagline, check for trademark conflicts and make sure it’s legally viable. You don't want to invest in a tagline only to face legal issues and need to change it down the road.
Using Your Tagline
Once you’ve settled on a tagline, it’s time to incorporate it into your marketing materials. You’ll want to update your website, social media bios, business cards, or other marketing materials. Consistency is key in making your tagline memorable and effective.
Creating a tagline for your business is a critical element of building your brand's identity and making a lasting impression on potential customers. It should reflect your mission, vision, and values and speak directly to the needs and desires of your ideal customer. With the right tagline, you can leave a mark in the hearts and minds of consumers, setting the stage for long-term success.
Thanks for reading the Marketing and Agritourism Blog! I’m your host, Kristen Brassard, Marketing & Agritourism Specialist at the Vermont Agency of Agriculture, Food & Markets. Stay tuned every month for tips on marketing and incorporating agritourism practices on your farm and be sure to sign up for our Agriculture Development Newsletter so you never miss a post!