3 Things Brand Shepherd Does for Every Ag Brand
It’s the late 80s. A 13-year-old kid in a small northern Illinois town climbs onto a bus in the wee hours of the morning, headed for a cornfield. For several weeks, that bus runs the same route, depositing a crew of teenagers into fields owned by Cargill seed, where they walk row after row pulling tassels in the summer heat.
That kid was me. I went home with sunburns. I also went home with something I didn’t fully appreciate at the time: a connection to agriculture that has quietly shaped 20 years of brand work at Brand Shepherd.
Right now, we have four ag brands in our queue. They span agricultural robotics, in-field operations, and livestock. And this being National Ag Week, it seemed like the right time to talk about what we actually do for these brands, because there’s a pattern to it. Almost every ag brand we work with gets the same three things from us.
The Field Notes Podcast
Or your preferred podcast platform
1. Vibe, Tribe, & Why®
No surprise here. It’s where we start with every brand, ag or otherwise. But the Vibe, Tribe, & Why® framework lands particularly well in agriculture, and the reason is simple: farmers are time-poor.
The weather is unpredictable. Equipment needs fixing. Animals need tending. Money is tight. There is no off-season as most industries think of it. If you want the attention of a farmer, you’d better get to your point.
Narrowing a brand down to three things, presence, people, and purpose, is a genuinely respectful use of that time. So that’s where we start. We identify the brand’s vibe, which captures its voice, personality, and overall feel. We define the tribe because “farmer” isn’t one thing. Are we talking crop farmers, livestock operations, independent farms, or large-scale operations? The specifics matter. And then we get into the why, which in ag requires a particular kind of honesty. Farming can be deeply emotional and also completely transactional, sometimes in the same conversation. The why has to account for both and answer one question the farmer is always asking: Does this actually help my farm?
2. How the Message Gets Delivered
Once Vibe, Tribe, and Why® is established, a brand experience guide is produced to capture and clarify everything we learned in the process. One thing that always surfaces in the tribe work is the time-on-phone reality of modern farming.
Farmers using semi-autonomous equipment, combines being the clearest example, spend a meaningful amount of time behind the wheel with some capacity to look at a screen. That creates a real opportunity for brands willing to show up the right way. Mobile first. Short-form vertical video. Website copy that is pithy and gets to the point fast. No one driving a combine has time for a 10-minute product explainer.
For farmers running older or fully manual equipment, the calculus flips. Eyes are on the work, not a screen. Audio becomes the channel. This is actually one of the clearest arguments for why a podcast will always be audio-first. The farmer operating manual equipment is a perfect example of a listener who genuinely cannot watch a video but will absolutely tune in to a well-produced podcast that speaks to their real problems. If your brand has something worth saying to that person, say it in audio.
The takeaway: delivery matters as much as the message. Short, high-value, mobile-optimized content is the baseline. From there, the split between visual and audio depends on who you’re actually reaching.
3. Telling the Truth
This is the one that requires the most trust, and frankly, the most experience to pull off. It’s where 20 years of working with ag brands and a childhood spent around agriculture pay off.
Brand clarity is the whole game at Brand Shepherd, and in agriculture, it shows up most directly as the willingness to tell a founder the truth about their brand. Sometimes that truth is: you’re leading with technology in a way that assumes your customer cares about specs. They don’t. They care about outcomes. They want to know the thing works, that it can be fixed when it breaks, and that you understand what their days actually look like.
Right-to-repair is a live issue in agriculture right now, and it’s a good example of what can make or break an ag brand’s credibility with farmers. You can have a genuinely useful product and still lose the farmer if they believe they won’t be able to fix it themselves or get it serviced. Telling the truth means naming that early, not discovering it in the field.
Agriculture is one of the most genuinely exciting industries to be in right now. The rate of change is significant, and most of it is happening below the surface of what the general public notices. Brands emerging to take on next-generation challenges in ag deserve clarity from day one. That’s what we’re here to provide.
This episode of Field Notes covers National Ag Week and what Brand Shepherd does for agricultural brands. Give it a listen on Substack, Apple Podcasts, or Spotify.
