It’s not about the business you’ve built, but the business you’re building – what’s next?

This question hung in the air for much of Jeremy Miller’s keynote presentation at the 2024 Ontario Federation of Agriculture (OFA) Annual General Meeting. The CEO of Sticky Branding, spoke on how farmers have a chance to brand their business in marketplace that is constantly changing and becoming more digital.

The focus of the presentation often leaned on the idea of how successful brands are not built on what has been accomplished, but rather on what is being built for the future. Miller emphasized the need to constantly adapt and innovate, particularly in the face of disruption. Drawing on the example of Dick Fosbury, who revolutionized high jumping by jumping backwards over the bar to win a gold medal at the 1968 Summer Olympics, the presentation highlighted the importance of embracing change and thinking outside the box. Fosbury’s innovation, which was initially unconventional, is now the standard, illustrating how disruptive ideas can reshape industries.

The seminar also delved into how technology, particularly accelerated by the COVID-19 pandemic, plays a crucial role in business growth. Rather than seeing technology as a change agent, it was viewed as an accelerant that can be used strategically to gain a competitive advantage. Participants were encouraged to explore opportunistic tools available in farming and other industries, emphasizing the importance of using technology in meaningful ways to grow both business and brand. This approach requires creativity, persistence, and visibility. One activity even had attendees drawing each other to tap into their creativity, a reminder that creativity is a skill that can be cultivated and should be passed on.

“Everyone has a brand, whether they realize it or not,” said Miller. “It’s what people say about you when you’re not in the room.”

Throughout the keynote, Miller would often engage with the audience during the interactive portions by asking, “that’s interesting, tell me more.” Near the end of the presentation, he revealed this inquiry is a cornerstone of engagement, and something almost everyone wants to hear. By engaging with consumers, and showcasing where you’re brand is heading, those looking to promote their agricultural business can do so with maximum efficiency.