When people start talking about companies with great brands we often bring up companies like Apple, Nike, and Starbucks. Today I want to give you a mini case study on an unsung hero of great branding. Actually… there is a song about it. Possibly a few songs about it. Can any of my fellow countryfolk guess what it is? That’s right, it’s John Deere my redneck peoples!

1) Brand Promise

The brand promise should be exactly what your customers expect from your brand. We KNOW that John Deere has the tractors we need to get the job done AND the quality to keep getting it done. 

2) Brand Perception

Brand perception is how consumers feel about a brand based on the sum of all their experiences, whether that was directly with the product or with the marketing. John Deere has done such a good job of both keeping a strong, consistent voice in their marketing and having a great product that their brand perception is very good. People FEEL like John Deere is a brand they can trust and rely on to finish their work at the end of the day.

3) Brand Values

Pop Quiz to my husband – “What are John Deere’s 4 Company Values?” “Umm… Hardworking, High-Quality, Authentic and Loyal.” What does their website say they’re values are? Integrity, Quality, Commitment, and Innovation. My husband was pretty dang close! John Deere has a huge advantage here because they‘ve had DECADES of living up to their brand values are. But the key take away here: they said what their values are and then backed them up with great products and great support. 

4) Brand Positioning

This is defined as how a brand is different from its competitors and the position that a brand holds (or wants to hold) in the mind of the consumer. Here, it is pretty safe to say that when people think tractor, at least 95% will think John Deere. That means that John Deere is very far forward in a potential customer’s mind. If we asked them what sets them apart, they would probably say quality. 

5) Brand Voice

Brand voice is the unique personality infused into your company’s communications. It includes words and language you use and the image and personality you aim to evoke. For John Deere, in my eyes, it’s Mike Rowe. Done. Why he isn’t the official spokesman of John Deere yet is a mystery.

6) Target Audience

If you look at any of John Deere’s touchpoints, it is amazingly clear who they are speaking to. The men and women who like to get their hands dirty, the “good ol‘ boys” and the people who love a good day‘s work out in the sun. All of their images either show those exact customers or show the scene they envision themselves in: A lush, green field and the John Deere tractor that is going to help them complete the work at hand.

In conclusion, John Deere has, for decades now, looked at all the ways people interact with their product and brand. They made sure that the target consumer is reached, the messaging is clear, the product is great and the user experience is positive. All of the things that contribute to a GREAT brand. Here’s to you, John Deere!