Building Your Beef Brand

This article was first published in the Keystone Cattlemen's Magazine.

When we talk about branding in the cattle industry, many of us think about the identification technique. However, there is another type of branding that can increase the value of your beef or farm enterprise. The American Marketing Association defines brand marketing as "the approach used by companies to promote and establish a brand in a market by creating a unique identity, values, and perceptions that differentiate it from competitors." Establishing and promoting your beef brand can help consumers recognize your product and give you a competitive edge in the market. Now, one misconception is that branding would only be useful for a person selling beef directly to consumers; however, this is not the case. Many producers are building their brand without even knowing it! Brands are more than logos and color schemes; they are the connection you foster between your customers and your product.

The biggest way to create a positive association with consumers of your beef product is consistency. Consistency can help build trust, loyalty, and recognition among your consumers. Which, in turn, can help you maintain the demand for your product. Product consistency means more than just how your product tastes; it also includes interactions like how customers are treated and how payments are collected. With non-direct-to-consumer farms, this can look like positive communication among producers, haulers, and buyers; beef that consistently grades high, productive, fertile cattle, and so on. An example of consistency working for a beef brand would be continuous repeat customers at a seedstock operation because every year their heifers breed and raise a good, healthy calf.

Another way to build your beef brand is through communication. Ensure that your operation is easily connected with the people who buy your products or animals. Make sure you always share the same contact information with consumers and that it is easily accessible across all platforms your operation uses. Also, make sure that whoever is being contacted always answers and is supplied with the correct information to guide or educate consumers. Establishing an open, reliable line of communication with your consumers builds your brand by inspiring trust. This is especially important if you are selling meat or carcass animals because consumers are increasingly interested in the origin and safety of their food.

Another way to create a positive brand within your operation is to establish a central mission or goal for your product. Having a goal or mission shows your consumers what you are promising and helps the leaders and workers of an operation understand what they are working towards. This can be as easy as saying our goal is for our beef to continuously grade choice or better, or breeding your cattle to be docile, good mothers.  Establishing this mission or goal can help set the consumer's expectations for your product, and you must consistently deliver on your promises. With live animals, this is hard; however, ensuring your operation has a procedure for handling certain problems can help consumers know what to expect, even if there is an issue with a product.

Another way to help move your brand forward is to seek out different programs or certifications. Multiple types of certifications and programs are offered by organizations such as the federal government, religious groups, and private entities. For cattle producers, popular certifications and programs include Beef Quality Assurance, Certified Angus Beef, USDA Certified Organic, and Non-Hormone Treated Cattle (NHTC). Pairing your brand with a symbol or label that producers are already familiar with gives you more competitiveness in those markets. However, when choosing a certification, producers must consider the costs and benefits of each program to ensure it aligns with the operation's goals and mission.

Lastly, even with a beef cattle brand, it is good to review your overall business branding. Logos and farm names should not be overlooked, especially for operations selling direct-to-consumer meat or seedstock. Customers can use logos and names for recognition and to build familiarity with those images. Maintaining a brand also includes maintaining platforms such as websites and social media that are used to interact with and attract customers. If your operation utilizes these outlets, ensure they are updated regularly and not left to gather dust. Although these things are not at the forefront of anyone's mind, they are still essential to building your beef brand's story and authenticity.

For a beef brand to prosper, it must establish a connection and build trust with its consumers. Many beef producers are creating a brand without even knowing it, but using it to their advantage can be an asset.

Resources

Cornelisse, Sarah. "Branding Your Farm Business." PennState Extension, 6 Sept. 2023. Branding Your Farm Business.

Cowee, M. and Curtis, K. "Adding Value to Agriculture: Branding and Certification." University of Nevada Cooperative Extension, 2005. Adding Value to Agriculture: Branding and Certification.

Dennis et al. "Adding Value to Livestock Through Approved Certification Programs" Department of Agricultural Economics at the University of Nebraska-Lincoln, 26 May 2021. Adding Value to Livestock Through Approved Certification Programs.

"The Importance of Branding in Marketing." Agriculture Institute, 19 May 2025. The Importance of Branding in Marketing.