| | Canada’s food and agriculture industry has its own national brand developed by marketing experts from the industry, Agriculture and Agri-Food Canada (AAFC) and provincial partners.
Canada has a favourable image in key international markets. The Branding Canada initiative is a national strategy to build on these positive perceptions and exceed customers’ expectations. Continuing success is the goal, but the work ahead demands more than glossy images and slick promotions.
“Brands are built over time and created by the efforts of many,” said Janice Vansickle, AAFC’s executive director of branding management. “This strategy is about finding what the world wants from us, and delivering – one transaction at a time.”
Key market research is complete. Key industry leaders are on side. Stakeholders are coming on board. There is a strong momentum propelling the Canada brand.
“The Canada brand offers increased visibility and opportunities to leverage Canada’s positive image in international markets,” says Vansickle.
However, branding is a two-way street. Committed stakeholders must ask what the brand can do for them, and what they can do for the brand. Success banks on the cooperation of industry and government strengthening the infrastructure and business practices supporting the brand.
Studies measuring perceptions of Canada’s agriculture and food industry in key markets (US, Mexico, Japan and the EU) are behind the Canada brand. These studies show Canadians are reliable suppliers of safe, high-quality goods and are considered to be trustworthy, environmentally aware, competent and credible. They show that Canada performs well against competition. The studies also reveal ways Canadian industry can differentiate from the competition.
Canada’s positive image is a fundamental tool in a branding campaign, especially as country-of-origin labelling becomes widespread. In interactions with clients, exporters must make every effort to meet and exceed Canada’s positive reputation.
The brand promise, a mission statement crafted by the sector and government, declares: “We are committed to earning our customers’ trust in Canadian agriculture and food products every day through our relentless pursuit of excellence in all that we do.”
The Canada brand’s visual images – including a stylized maple leaf and ribbon, and the tag-line, Quality is in our nature – were also developed.
“We’ve had strong industry leadership and critical input from the provinces from the start,” said Vansickle. “This cooperation becomes more critical as we move onto the challenging job of implementing the Branding Canada strategy.”
Realizing the Canada brand’s potential is a long-term effort, but one with a strong start that is showing much promise.
The Branding Canada guide has information, key messages, graphics and a style section to help strategically market Canada as a supplier of high quality, safe, innovative and customer-focused products. The guide is available on-line at www.brandcanada.agr.gc.ca.
Some parts of the website are password protected. Users can click on the link provided to apply for a password that will allow them access to the entire site.
Contact:
Tamara Leigh
Senior Regional Communications Advisor
AAFC
(780) 495-8685 |
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