Advocating isn’t what it used to be, because what it used to be isn’t enough. As time goes on, we need to find new and innovative ways to communicate with our consumers. Not only does it need to be innovative, but it needs to be something that expresses who we are and what we’re about. What’s an impactful story that we can tell?
You’re probably thinking, “What does that mean?” What I’m saying is we each need to find what we can do individually to promote the industry. It’s like building a personal brand for your advocation – something that is true to you and creates recognition and a tie when people see it. For example, when you see the John Deere brand, you know that you’re going to hear about agricultural equipment. Or when you find the Yeti logo, you know it’s another coffee mug or cooler you don’t need, but you’re going to buy it anyways.
I’d like to give you a few examples of personal brands, including one that I have found to work really well for me.
Dairy Carrie
This is a person I really admire. While there are many relatable factors Carrie possesses, there’s one connection that really stands out – she didn’t grow up on a farm. Many times, I’m immediately coined as “too emotional” because of growing up on a farm. Being a “farm transplant” is something consumers can more easily relate to. It gives the sense that she’s one of them and will understand their concerns and questions on a more personal level. This creates a trust, and when someone has trust, they’re more willing to listen.
Fitness pages
When it comes to health, consumers will believe people they make a connection to, often based on appearance, fitness journeys, physical transformations, overall health and the number of “followers” or “likes” they have. The thought process seems to be, “If I do that, I could look like them.” This shows potential for fitness and nutrition gurus in our industry who can incorporate dairy products into their routines. Several Instagram pages I follow include the following: @dairygirlfitness, @dairyfarmerrd, @emmaluvcow, @fitnessfarmingfamily and @beefrunner.
I’ve Got Moos For You
I’m a huge fan of The Skimm, a daily enewsletter that covers news, events and trends in the U.S. and globally. I’m drawn to their unbiased and humorous tone – which is the same tone that I write really well in. However, they rarely cover hot topics in ag industries. I thought, “Why don’t I just do it myself?” Each week I write short summaries on hot topics, presenting them in a similar witty and unbiased fashion as The Skimm. I then post this every weekend to my blog and Facebook pages, The Cow Chronicler. People expect this each weekend and read it knowing they may leave more informed while also being entertained.
Dairy dance off
This was started by Katie Dotterer-Pyle having fun in her barn dancing, and was then challenged to a dance off by fellow dairy farmer Jess Peters. This started a trend of dance videos that were posted with the hashtag #DairyDanceOff. This wasn’t a surprise, as these two women are known for their positive and upbeat personalities.
What I hope you take from this is not everyone has to be the same. In fact, we should all be different in some way. Once you create a connection with consumers, really drive home that tactic. Whether it’s what I just gave examples of or something totally different, you can have an impact.
The first thing you need to define is what you want your brand to be. Start by writing down words that describe you, or you want to describe you. An example might be caring, funny or passionate. Then ask your friends the same question. See how many match up! This will give you insight into how others view you and the work you need to do as you get started. Here are a few other tips that I’ve found helpful:
- Find a problem, and then provide a solution.
- Make sure you can live up to the commitment, in the short or long term.
- Establish a personality and tone that people can become familiar with.
- Be consistent!
This is only the beginning for me. I have a lot to learn, and there are tricks I can borrow from many of you. We’re in this together, and we need to learn from each other’s successes and failures, and move forward with innovative and relatable ways of promoting our industry. I know it’s not always easy, but I’d like to leave you with a question: Are you up for the challenge? 
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Rebecca Shaw
- Dairy Marketing Specialist
- Cargill
- Email Rebecca Shaw
