Yesterday we discussed the issue of 'branding' with the owners of a nearby guesthouse. They are in the process of implementing their brand on a wide range of products (from their own wines to clothing). It's interesting to see the difference between branding a product or branding an experience. Their products will be available at their own guesthouse but (partly?) also via mail order.
Our 'product' is the experience of Soekershof. When visitors identify themselves with this 'Green Cathedral' they also want to purchase a memento provided they should like to have one (for example plant hangers, seed boxes, butterfly parasols, etc.) from our little shop and enough cash in their pockets. The added value of our 'products' is that these are all exclusive Soekershof Signature and made by talented people from local communities within the Robertson Wine Valley. These people are facilitated by Soekershof; we guide(d) them in enhancing their skills by challenging them to think outside the box and visitors are invited to chat with them which is also an experience in its own right. 'The Green Cathedral of South Africa' is a truly transparent enterprise and unlike many other (mainstream) craft outlets, etc. in the Western Cape, South Africa, not subsidised of state financed. This also appeals to many of our visitors.
Our brand is the 'cotyledon' which is incorporated in our Soekershof logo (see picture). It stands for 'growth' and 'prosperity'. And it is also very Down-to-Earth. Virtually all our Soekershof Signature mementos carry either the logo or the brand. The new memento range (made of earth!!!) will have a modestly 'embedded' brand and introduced later this year. Our brand is not primary designated for the masses but for our visitors; these are our marketers (remember?).
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