From startup to industry leader: How to build a brand that becomes a reference in the sector

When I started working with the BC Centre for Agritech Innovation (BCCAI), it had the energy of a startup—big ideas, strong partnerships, and a mission to drive agritech innovation in British Columbia. But like many emerging organizations, it lacked one crucial thing: a defined brand presence.

Being good at what you do is one thing. Being recognized as the go-to authority in your sector? That’s a whole other game.

That’s where strategic communications come in.

Building a brand that speaks for itself

BCCAI had an ambitious goal: to position itself as the leading hub for agritech in BC. My job? Make sure the right people knew about it.

We built a strong brand voice from the ground up—consistent messaging, clear value propositions, and a communications strategy that positioned BCCAI as the bridge between research, government funding, and industry innovation.

And then, we launched a campaign that changed the game.

The $4M fund that made headlines

One of the defining moments of BCCAI’s growth was the Controlled Environment Agriculture (CEA) Fund—a $4 million initiative to help BC companies invest in technology for indoor agricultural production.

I developed and managed a full-scale marketing campaign at SFU to promote the fund, leveraging multiple channels:

🔹 Digital ad placements on industry websites and search engines like Google and Bing

🔹 Features in specialized agriculture magazines and business newsletters

🔹 Strategic partnerships with Chambers of Commerce and Boards of Trade

🔹 Print media outreach to ensure widespread visibility

The results?

✅ 2.8 million+ people reached through targeted digital and print campaigns

✅ 67 project applications received—more than double our initial target

✅ 324% increase in webpage views, strengthening BCCAI’s credibility and visibility

This wasn’t just a campaign—it was a proof point that BCCAI was the real deal.

Beyond one campaign: establishing a legacy

The impact didn’t stop there. Through strategic storytelling, partnership development, and consistent media engagement, BCCAI secured millions in funding from PacifiCan and the BC Government, directly investing in small and medium-sized agritech companies across the province.

The takeaway? Building a brand isn’t about looking good—it’s about showing up, delivering value, and proving you’re the authority in your space.

Does your business have that industry edge?

Becoming a leader in your sector isn’t just about innovation—it’s about how you communicate your impact. Whether you’re launching a new initiative, securing funding, or positioning your business as a market leader, strategic branding makes all the difference.

📩 Let’s talk about how TreeHouse Communications can help turn your business into the go-to reference in your industry.