Branding your Horse Business
We all know that branding animals is used for identification. Branding a business is similarly used to identify a business in a large herd of competition. Before you heat up the branding iron, read these tips on how you can brand your horse business.
What is your image?
Do you say Corral or Paddock? Are your horses known for their beauty or athletic ability? Look closely at your horse business and decide what you want your image to be.
We all form images of products, horses, people, etc. If you don't choose the image that you want to project, you might not like the image others choose.
Deciding on your image can be hard, but it can make all the difference. Here are a few tips to get started on creating your image.
1. What are your core values for your business? Choose 3-4 core values (I've listed a few examples below)
2. What are the strengths you offer with your business? Try to choose 3-4 strengths (examples listed below)
- The only living son of (famous deceased stallion)
- Proven performers in a certain discipline.
- You stand behind your product (where competitors might not).
3. What is your specialty?
Your Image will creat opportunities: Taylor Swift VS Kanye West
Everyone is probably familiar with the Taylor Swift/Kanye West moment at the 2009 VMA awards. For those who had no access to a TV or computer during that time period, Taylor Swift was accepting her award when Kanye West took the microphone and interrupted her speech to say he thought Beyonce should have won the award.
What does this have to do with branding? Well, it all has to do with image. Taylor Swift has the image of the average teen queen living her fairytale, who everybody loves. Kanye West is the villain in Taylor's fairytale--a rebel, who everybody hates.
That moment played into both of their images. Everybody loved Taylor more, and hated Kanye more.
Once you know what your image is, it will be easier knowing how to strengthen it. Opportunities will come along and you'll be able to decide if it is in the best interest of your horse business or not.
Who is your target audience?
Horse lovers are not a one size fits all opportunity. Who is your customer? If you're selling athletic cow ponies, you don't want to go to a dressage show to market your horses. There is some "crossover" potential with certain bloodlines, but it's best to know who your target audience is and reach them.
Once you decide who your target is, really get to know them. By knowing who you want to sell to, you can tailor your brand and image towards that group.
Create a Tagline
Taglines are great ways to voice the image chosen for your brand. Think of Nike and "Just Do It" and other companies that you're sure to associate a motto with. The Tagline can go on your business cards, your website, your social marketing sites. Go now, create your tagline...it's important!!
Big organizations use branding. Each decision regarding the company down to logos and packaging are made carefully to build the brand. They create tag lines which help voice the image they've chosen. If branding is important to these big organizations, it should also be important to you.
A big part of branding is knowing who you are and knowing who you want to reach. Once you know these things you'll be able to easily market your horse business.