Free Range Chickens and Brand Communications.
We often make the point that Authenticity sits at the core of all effective brands. Being true to your self and your principles is critical to building trusted, emotional connections with your market. For many businesses, transparency is the perfect tool to deliver that authenticity in the most powerful manner – ‘don’t tell me what you do, show me what you’re doing’.
Our favorite PR person Chelsea from Grapevine PR recently sent us a cracker-of-an example of a brand providing transparency to demonstrate their authenticity. Ecoeggs produce genuine, certified free range eggs from some of the happiest chooks going around. And how do we know this to be true? Because we can check-out those chooks twelve hours-a-day on the Ecoeggs ChookCam. A simple video feed from the ecoeggs farm on the ecoeggs web site provides a birds-eye view of the contented chooks (weather permitting). These chook farmers also leverage Facebook and Twitter to keep their customers up to date with the state of affairs on the farm. As always, the very best brand stories are those that tell themselves.
Authenticity is important for all brands, but for those who differentiate themselves on a claim of provenance such as free range, organic or environmentally friendly, the ability to simple and effectively demonstrate the authenticity of their claims is critical. For these brands – ecoeggs amongst them – transparency is perhaps the most effective tool of all. And the great advantage of transparency for smaller businesses is that it naturally favors tighter operations – those with smaller farms, factories, workshops and production lines – allowing them to punch above their weight in the fight for differentiation in their market place.
- 9 things I couldn’t do without in my chook yard (keepingchickensaustralia.wordpress.com)
- Hippy Chick (via Sylviepop) (steffiw.wordpress.com)
- Bug in a Book with a Chook! (buginabook.wordpress.com)