Fresh Idea: Build It and They Will Come

Something I have already touched on and something I will allude to in future Fresh Idea posts is building the Farmer's Market brand. For this post I will rely on the book New Directions in Marketing for Farmer's Markets. 

"Build it and they will come" is what Ray Liotta said to Kevin Cosner in the movie Field of Dreams when referring to the baseball stadium Ray wanted Kevin to create. If only it was that easy with a farmer's market that wherever you had vendors, shoppers would follow. Instead, a Farmer's Market needs to build a brand that people will follow. So this begs the question: How do you create such a brand?

According to New Directions there are several components to creating a brand:

• Developing a mission statement
• Developing a logo
• Creating a characteristic summary (sometimes called "talking points")
• Choosing colors to be used for logo and all messages
• Choosing a typeface for all messages
• Developing verbal cues (sometimes called "tag lines")

Each day this week we will tackle a different point of the brand according to the text starting tomorrow with the mission statement. 

If you have seen or created a Farmer's Market brand that you will really like feel free to share it this week. I look forward to seeing your comments.