Getting branding right for exporters

Ian Harrison, CEO of Australian Made, talks on the benefits of being “Australian made and grown”.

Now that the Australian dollar has dropped, exporting is becoming an increasingly viable way of expanding business, and as such, many Australian growers and manufacturers are now capitalising on the opportunity to tap into lucrative overseas markets.

An important consideration for those businesses before getting started (or picking up where they left off), is how to make the most of the positive sentiment that surrounds Australian products and produce in those markets. Australia has an excellent reputation overseas, particularly in our neighbouring Asian countries, where consumers actively seek out products made and grown to Australia’s high quality and safety standards. Therefore, effective country-of-origin branding can be a powerful marketing tool.

The Australian Made, Australian Grown logo is Australia’s registered country-of-origin certification trade mark for the full range of Australian products and produce, and is one of the best ways to get the ‘Australian’ message across. It has been used by Australian growers and manufacturers to promote their goods as “genuinely Aussie” for nearly three decades.

As a result, it is readily associated with our clean, green environment and high standards for making and growing goods. It is readily recognised and trusted, and research by YSC Online in 2010 found that products carrying the logo in export markets were more likely to have increased sales than those, which did not.

The Australian Made logoToday more than 2000 Australian businesses are registered to use the logo on over 15,000 products sold here and around the world. Indeed for many small businesses involved in export, the logo, with its proven, established links to Australia, becomes their strongest brand in the marketplace.

It also provides crucial authenticity in the marketplace, reinforced in recent years by the registration of the mark in China, Singapore, South Korea and the USA. This provides a legal framework for the protection of exporters using the symbol in those jurisdictions.

If your products qualify for use of the logo, there are a number of ways you can use it to your advantage. Once certified, you can display it prominently on packaging to help increase visibility and propensity to purchase.

You can also promote it in marketing and communications materials, in sales pitches and at point-of-sale. It is important to consider it as a powerful marketing tool, which can and should be leveraged in order to maximise benefits.

The not-for-profit Australian Made Campaign ensures compliance of the logo, and also promotes it in a multi-million dollar marketing and communications campaign each year. Part of its role involves developing partnerships with organisations around the world to help certified businesses market their products, and facilitate conversations buyers and suppliers.

The campaign is a collective effort, thus, principally, certifying your products as genuinely Aussie gives you access to a range of promotional opportunities, but it also provides access to a range of promotional opportunities.

Currently, there is a growing network of Australian Made branded stores in airports around the country, as well as in China and South Korea.

The Australian Made Campaign also has relationships with a number of media partners, through which it is able to offer exclusive opportunities, which are only available for certified Australian Made and Australian Grown products and produce.

In addition, the Australian Made Campaign connects manufacturers with the major projects through its partnership with the Industry Capability Network (ICN), via the Federal Government’s Buy Australian at Home and Abroad (BAHA) initiative.

Amongst other things, the recently launched Australian Made B2B Portal enable suppliers to search for project opportunities on the ICN Gateway and register their company’s interest. It also offers a sophisticated supplier search functionality for procurement professionals and project managers.

If you are looking for ways to expand your business, country-of-origin branding using the Australian Made, Australian Grown logo is worth considering.

Ian Harrison is the CEO of Australian Made.

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