Develop a Product Brand Specification

Branded promotion and education lead to increased sales.

• Target a specific audience. Targeting specific market segments should be determined based on type of feedstocks being used, screening and blending capabilities, and market demands.

• Develop a product identity. Then, be consistent so your customers know what to expect. Developing a product identity should align with your customer’s expectations, including but not limited to:

  ▪ Lack of contamination
  ▪ Feedstock ratios
  ▪ Maturity
  ▪ Sieve sizes
  ▪ Post-composting blend profile

• Testing analysis. Consider participating in the USCC’s STA Program: utilizing qualified labs to test your finished product will provide proper analysis including the STA Compost Technical Data Sheet. https://cdn.ymaws.com/www.compostingcouncil.org/resource/resmgr/images/Sample_Current_CTDS.pdf

  ▪ Does this test result show that your product meets the needs of your customers?
  ▪ Do you need to alter any of your production methods to make your product more
  marketable?

• Develop product utilization guidelines. It’s a simple but effective way to strengthen your product in the marketplace while protecting your business and help ensure clear and correct use of compost products. https://www.compostingcouncil.org/page/directionsforuse

• Develop product branding. Product Branding will help creating stronger product awareness. Establishing a product logo will increase product identity, creating customer awareness and confidence in your product(s). https://www.compostingcouncil.org/page/CompostManufacturersSTABenefitsMarketing

  ▪ Branding and logos should be determined based on customer and market needs, per the product(s) being marketed.
  ▪ Consider “logoed” giveaway items to help develop awareness of your product(s) such as:
  • Hats, tee-shirts, pens, coffee mugs
  ▪ Create brochures and other point of purchase materials for each product to help educate customers on the benefits of utilizing your compost.
  https://www.compostingcouncil.org/store/ListProducts.aspx?catid=736439
  ▪ Product utilization guidelines. Creating product utilization guidelines will help
  ensure proper application of your compost. This will result in higher satisfaction
  with the results achieved.
  https://www.compostingcouncil.org/page/directionsforuse
  ▪ Compost technical data sheets support product utilization guidelines with lab results. https://www.compostingcouncil.org/page/UnderstandingCTDS

• Plan research and demonstration projects. Consider demonstration projects or research programs so your customers will gain a stronger understanding of how our product preforms in various applications.
• Use testimonials. Obtaining and utilizing customer testimonials will create strong confidence in your products and help increase sales.