Published on April 8th, 2015 | by Janet Kurasz0
Gardening, Craze or Trend…
Trending: short term image and or activity – a general development or change in a situation or in the way that people are behaving:
Branding...long term image and or – the act of giving a company a particular design or symbol in order to advertise its products and services
Starting up a small business; any business, is a daunting task. There is an endless list of things to do and figuring out what is best for your business can be an insurmountable challenge. Today, the media is inundated with what is “trending”. Experts are always predicting the next big craze, but one thing that has remained consistent over time is the magnitude of branding.
Howard Schultz, Chairman & CEO of Starbucks writes, “In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”
Branding is not just a recognizable logo or image; it is a set of values that define your business. In Horticulture, especially the plant world, there are lots of name brands. Through my own experience, I have come to rely on some of these brands: Heritage Perennials, Jeepers Creepers, Proven Winners, Valleybrook, Blue Sky Nurseries, Connon Nurseries. However, many of our local garden centres grow their own plants. These are plants that have been started from seed, cuttings or divisions and are grown in the local soil and climate. Perhaps we can consider these “boutique” plants. The garden centre has developed a reputation for providing good quality plant material with a credible guarantee. How the plants perform in your garden is the most important gauge of quality. You will discover the plants that consistently do well, come from a particular source whether it is a brand label or a garden centre. The cost of a landscape can add up and when a plant dies prematurely, the growing time cannot be regained. Especially, when purchasing big ticket items, such as large trees and shrubs, make sure you purchase them from a reputable source. Professional landscapers and horticulturists rely on healthy plant material to strengthen their brand, so they are always seeking out the best quality and most reliable suppliers.