Farm4Profit Podcast

Building a Better Brand

Episode Summary

We have learned that in farming we spend a lot of time selling ourselves. Whether that is to a new or existing landlord, seed and chemical sales team, or any of the other places of value and building the desired reputation or brand is key. Matt Koch joins us to explain what little things and big moves are essential in creating the brand that we want for ourselves, our farm, or our business.

Episode Notes

Matt Koch brings 16-years of dedicated experience In 2022, Matt Koch joined the executive team at Sukup Manufacturing Co as Chief Marketing Officer (CMO). Matt is a third-generation family member who is passionate about the Sukup brand and will strive to align measurable goals with data driven decisions.

Marketing – Branding – Self Promotion

• As the former Director of IT & Product Integration Matt will be tasked with helping shape the company’s brand in today’s ever-changing market.
• What is a major career experience you’ve had that helped provide the most perspective when it comes to branding?
• I am a big believer in data driven decisions and measurable goals are highly important. Marketing is a mixture of art and science; I believe being able to quantify, measure and pull meaning from disaggregated data is important. That information, and the ability to communicate and understand it, is where the real magic happens.”
• A lot of our listeners are trying to market their own farm as a brand or even themselves as a personal brand or influencer.  How do you suggest people find the right mixture of “Art & Science”?
• Matt has experience in many different capacities at Sukup
• Do you feel there is value in having done every job “on the way up” to provide perspective when focusing brand development?
• Matt will ensure that the company’s mission statement, products, values, and services positively connect with employees, dealers and the end-customer.
• Do you feel it’s important for our listeners to have a mission statement?
• No matter their personal brand or size of farm?
• Do you think any part of being a former athlete has helped with perspective or understanding?
• Teamwork?
• Where do you see the future of brand development or messaging headed?
• Platforms
• Influencers
• Commercials
• Sustainability
• What do you do to tackle the tasks each day knowing that each day will be different?
• How do you get things done quickly when relying on other people? 
• Do you have any tricks that have helped you become better at thinking further ahead?

Tips that we have gathered from other guests

• Build some distance between you and your farm or business to gain perspective.
• so you're working on your business -- not in it.
• Think about the items out of your control that might affect you
• Maybe you can have control over those items or influence
• Act before you are 100% sure
• Get to a good feeling point and use certainty with speed to deliver
• Don’t assume you know what others need
• Don’t be afraid to ask for feedback or insight
• Learn how to interoperate validation and also criticism
• Adaptability
• All leaders, whether male or female, need to be confident, creative, and persevering, but above all else, they need to be adaptable. Every work environment and job position will need to be able to weather these changes and wield them to their advantage. 
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Anything else you’d like to share with our listeners?

What’s the best advice you’ve ever been given?

Summary

Challenge

About Sukup Manufacturing Co.

Sukup Manufacturing co. is the world’s largest family-owned and operated manufacturer of grain storage, drying and handling equipment, and steel structures. The company is headquartered in America’s heartland – Sheffield, Iowa – and covers one million square feet of office, manufacturing and warehouse space. The company employs more than 600 people, making it one of the largest employers in North Central Iowa. Three generations of the family are active in the business.