Reputation isn’t built overnight. It’s earned through consistency, trust and clear communication. Whether you’re a family-run farm, an agri-tech innovator or a large co-operative, the personality (or voice) behind your brand is almost, if not, as important as your products and services.  

Your brand voice shapes how people perceive your business. How you speak to customers, partners, the media and your community is what builds trust and what people remember.  

Defining that voice can be harder than it sounds.  

Many businesses know what they do well, but not how to talk about it clearly and consistently. Unique Selling Points (USPs) are difficult to define, and therefore often your true value – what makes your business special – is lost amongst the noise.  

That’s where public relations (PR) plays a vital role. 

Why your brand voice matters in agriculture 

Unlike many other industries, the agricultural sector is constantly changing. Unpredictable weather patterns, legislative changes, depleting resources and funds being cut are adding challenges to an already complex industry.  

Staying ahead of these challenges will require businesses to poke their heads above the parapet and share their story. Visibility can build credibility, and in agriculture, people trust the names they know (just look at Jeremy Clarkson!).  

Having a consistent, authentic voice helps you in several ways: 

• Build trust with your audience 
• Communicate complex or technical topics clearly 
• Stand out from competitors with similar offerings 
• Create stronger relationships with media and stakeholders 
• Drive consistency across marketing, social media and all other customer touchpoints. 
  
  

It’s about using your brand voice to turn your expertise into a story people want to listen to and, ultimately, be part of. 

The foundation of a strong brand voice 

At RDP Communications, we believe that the best brand voices are rooted in authenticity, values and principles. Something that everyone can easily get behind rather than manufactured. 

That’s why we run PR Workshops for our clients, designed specifically for agricultural and rural businesses. These sessions help uncover the foundations of effective communication, including: 

• Values Matrix: Defining what your business truly stands for — beyond products and services. 
• Core Messaging: Clarifying the key messages that communicate your purpose and expertise, and why your customers should care. 
• Unique Selling Points (USPs): Identifying what sets you apart from your competitors – you’d be surprised how often these are very different to what you had always thought!  
• User Personas: Understanding your target market – their demographics, pain points, decision process and how they obtain their information. 
• Content Direction: Using your values and messaging to shape a clear, cohesive content and PR strategy. 

By developing these elements, you’re not just refining and adding consistency to how you communicate, but you’re ensuring that every piece of content aligns with your brand values and long-term business goals. 

Once your brand voice is defined, PR becomes far more effective. Media outreach feels more natural. Social media content sounds more authentic. Stakeholders and customers start recognising your tone and values. 

Ready to find your voice? 

If you’re looking to define your messaging, identify your values and develop a content strategy that reflects your business, our RDP Brand & PR Workshops are a great place to start. 

We’ll guide you through the process, ask the right questions and help turn your business insights into clear, confident communication. 

Get in touch to learn more about our Workshops and how we can help your business find its voice.