Human-related Branding to Sell Local Produce

Local products generate value for customers. We are all aware of the perceived benefits of increased product quality, taste, unique offerings, and social or experiential opportunities. Another key benefit is the connections – to the farmer, farms, communities, and rural livelihoods. There are several ways to communicate and leverage these connections to heighten consumer engagement. First, customers buy from firms with personalities that are relatable (Maehle & Shneor, 2010). This is called the "human brand element” which provides potential customers with a relatable identity that resonates with them. It puts the farmer in the spotlight and highlights his/her story. Relatedly, another way to build connections is through emotional storytelling. Stories are sticky! Using a farmer and farm video (versus a video of product benefits) increases the emotional connections among customers and results in increased sales (Zein et al., 2022). To communicate these connections, use photos with people. Customers often see product photos. This helps with initial product screening (i.e., does it look like something I would like?), but there is not a lot of visual differences between the same products (e.g., radish, kale, lavender). As such, using photos with people can help differentiate between firms and their offerings. This also leans into the storytelling component of local farms. For inspiration, consider stories of everyday life on the farm, the farm history, the farmers background, pets or animals on the farm, or other relatable information. Often, this type of content resonates with people and is inspirational. Leveraging connections is one way to generate value for local produce and develop interest among potential customers.

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