Brand guide

The mission of the Mississippi Land Bank, ACA is to provide competitive loan products, deliver quality service and share cooperative benefits with our stockholders.  

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This  aligns  with  the  Farm  Credit  mission:  Farm  Credit supports  rural  communities  and agriculture with reliable, consistent credit and financial services, today and tomorrow.   We  will  promote  farmers,  landowners  and  cooperatives  for  which  we  serve.    We  will  also promote prosperous and productive agriculture, agribusiness, and land improvement throughout our territory by efficient allocation and delivery of credit, resources and services.

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We  are  committed  to  sharing  the  Association’s success in an equitable manner while maintaining  an  appropriate  level  of  capital  that  ensures  longevity  of  the  Association  and available credit for future generations.

To be top of mind and the lender of choice. This vision is achieved by maintaining strong customer relationships and delivering reliable, constructive credit and related services that meet the needs of our members.

Member Focus: Encourage member participation, feedback, and prioritize their benefit in decision-making.

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Proactive Adaptation: Monitor and respond to economic changes, adjusting and developing programs as needed.

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Responsible Lending: Provide credit to qualified individuals while maintaining a strong, diversified loan portfolio through thorough risk assessment and monitoring.

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Strategic Planning: Regularly review and adjust goals with both the Board and management to ensure alignment with the mission.

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Continuous Improvement: Seek ways to enhance products and services based on member feedback and market trends.

Primary Colors: #0F60A5 (Dark Blue), #162043 (Deep Navy), #A8C2D9 (Light Blue) Secondary Colors: #41481B (Earthy Green), #C4C4C4 (Gray), #539925 (Bright Green), #D0D3D7 (Light Gray)

Mississippi Land Bank is more than just a lender for farmers. Its customer base spans:Farmers: Financing for row crops, livestock, and specialty operations.Rural Homeowners: Loans for country homes and lifestyle properties.Recreational Landowners: Supporting those purchasing land for hunting, fishing, or conservation.Agribusinesses: Financing for businesses that support agricultural operations.This diversity requires messaging that is inclusive and adaptable, ensuring all customers feel represented.

The Farm Credit System is a critical part of Mississippi Land Bank’s identity, offering national credibility while Mississippi Land Bank serves as its localized extension.

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Specific Messaging Points:Acknowledge the Farm Credit System as a cooperative network with over a century of experience supporting agriculture and rural communities across the United States.Mississippi Land Bank should be positioned as the local expert in this system, focused on Mississippi’s unique agricultural and rural needs.

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Example:

“As a proud member of the Farm Credit System, Mississippi Land Bank combines national strength with local expertise, ensuring rural Mississippi thrives today and for generations to come.”

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Brand Standard: http://farmcredit.com/wp-content/uploads/files/2018-01/Brand%20Standard%202017.pdf

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Farm Credit - Voice Book: https://farmcredit.com/wp-content/uploads/files/2018-01/Farm-Credit_Voice-Book_C1_R4_hi-res.pdf

Montserrat (Regular, SemiBold, Bold, Medium, ExtraBold) Trajan (for specific applications)

(only use Montserrat unless the script is logo-ized and already approved for use)

Always refer to the organization as Mississippi Land Bank in its full form. The name itself carries trust, recognition, and clarity. Abbreviations such as “MLB” or variations like “The Land Bank” should not be used to avoid confusion or dilution of the brand.In any mention, particularly when introducing the organization in content, pair it with a reference to its role:Example: “Mississippi Land Bank, a member of the Farm Credit System, provides loans and financial services tailored to Mississippi’s rural and agricultural communities.”

The primary Mississippi Land Bank logo should be used in its full form across all official materials. Secondary logos and symbols can be used where appropriate, such as on social media or promotional items.

Mississippi Land Bank’s identity is deeply tied to Mississippi’s culture of community, resilience, and pride in rural life. All communications should reflect these values.

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Example: Use phrases like “proudly serving Mississippi” and imagery of local farms, landscapes, and community events.

Rooted in Relationships

Emphasizes long-standing partnerships and customer trust. Used when the target market values community, partnership, personal interaction, and down-to-earth business interactions.

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Grounded in Giving

Highlights Mississippi Land Bank’s commitment to community support and charitable efforts. This should be used when there is high value in community involvement, investing in younger generations, or partnering for service to others or a mission.

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Advocates for Agriculture

Reflects our support for Mississippi’s farmers and rural communities. This should be used to promote Mississippi Land Bank's active voice and participation in legal, political, and agriculture rights and profitability. Keep in mind, this is a particularly scholarly tagline and might not be applicable to all targets.

To maintain clarity and inclusivity, Mississippi Land Bank should avoid narrowing its identity:

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Not a hunting commerce brand: While welcoming to hunters and recreational landowners, its primary focus is broader, encompassing all rural property financing.

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Not a Christian organization: Mississippi Land Bank’s moral and ethical framework often aligns with Judeo-Christian values but is not religiously affiliated.

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Not politically affiliated: While advocating for rural and agricultural interests, Mississippi Land Bank does not align with any political party.

Why This Matters:

Mississippi Land Bank is committed to fair and equitable lending practices. Using the Equal Housing Lender logo demonstrates this commitment, ensures compliance with federal regulations, and supports all individuals seeking home or land ownership.

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Guidelines:

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1. When to Include:

The logo must appear on all marketing and promotional materials mentioning or promoting residential property financing, including:

• Loans for country homes
• Loans for rural home construction/improvements
• Any advertising directly related to residential lending

2. Placement & Visibility:

‍The logo should be clear and visible in a design-appropriate location, such as:

• Bottom right corner of print ads
• Footer of digital materials (websites, emails, online ads)
• Next to contact information on brochures/flyers

Ensure the logo has clear spacing and isn’t obscured by other elements.‍

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3. Sizing:

‍The logo must be legible and proportionate to the overall design.

• Minimum size: 0.5 inches wide (print) / 50 pixels wide (digital)

4. Color & Style:

‍Use the official black-and-white version unless a specific color version is required. Do not alter, stretch, or stylize the logo.

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‍5. Accompanying Text:

‍Include the following statement near the logo in a clear, legible font:
"Mississippi Land Bank is an Equal Housing Lender."

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6. Digital Materials:

‍For accessibility on digital platforms (websites, social media, email), use alt text.
Suggested alt text: "Equal Housing Lender logo."

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‍7. Exceptions:

‍The logo is not required for:

• Materials not mentioning residential lending or housing-specific products (e.g., agricultural or recreational land financing).
• Internal documents/communications not intended for public use.

This version maintains readability, structure, and easy copy-paste functionality for your editor. Let me know if you need any modifications!

Mississippi Land Bank is dedicated to supporting Mississippi’s rural communities by providing tailored financial solutions for land, agriculture, and rural living. Our role as a member of the Farm Credit System provides national strength while maintaining a focus on local expertise.

Messaging should reflect inclusivity for all customers:Example: “Whether you’re financing farmland, buying a country home, or investing in equipment, we’re here to help.”

The intention of our marketing efforts, previously, presently, and continually, is to be responsive to all types of agricultural producers and rural landowners having a basis for credit and to inform these groups and individuals of the services and opportunities that are available through Farm Credit. We are constantly and aggressively seeking new channels and opportunities to reach a broad range of prospective and qualified borrowers. For the past several years we have included, within our agenda for monthly marketing meetings, a dedicated session for discussing opportunities to market and bring to the table ideas and opportunities to be considered.

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Demographic Data

To give a perspective of the demographics within our chartered territory and to understand the consideration and selection of marketing channels to reach all groups of potential qualified borrowers, below is a snapshot of the most recent statistical data from the 2020 United States Census and the 2017 USDA Census of Agriculture in reference to the counties that are served by Mississippi Land Bank:

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Population by Race

• Hispanic or Latino: 3.6%
• African American: 37.8%
• Caucasian: 56.0%
• Other: 2.6%

Farms Principally Operated by Race

• Hispanic or Latino: <1%
• African American: 12%
• Caucasian: 86%
• Other: 1%

Farms Operated by Gender

• Male: 86%
• Female: 14%

Notable Trends Indicating Diversity Within the Market Segment

• While the number of individual farms in operation is decreasing, the amount of land (in acres) being used for farming is increasing – primarily among the Caucasian and African American principal operators.
• The amount of land being farmed that is rented or leased vs. owned is increasing among Caucasian operators and the amount of land being farmed that is owned vs. rented or leased is increasing among African American operators.
• Farm ownership data reflects similar trends with African American operators increasing full-time ownership of farms while the number of Caucasian operated fulltime ownership shows moderate decreases.
• Currently, the market value of agricultural products being sold is decreasing while farm operation costs are holding steady.
• Among all race characteristics, the number of female principal farm operators is increasing while the number of male principal farm operators is decreasing.
• The number of family-owned farm operations has steadily declined while ownership by partnerships, corporations and other institutions has steadily increased.
• The territory is nearly evenly distributed between Crop Farm acreage vs. Livestock Farm acreage.
• There is a noticeable divide between the western territory of flat delta farmland and the eastern hill territory, heavily favored for livestock and poultry.

Use language that is clear, accessible, and free of jargon

Emphasize deep roots in agriculture:Example: “We’ve been financing Mississippi’s farmers for generations, from cotton fields to cattle pastures.”Reflect the importance of agriculture in Mississippi’s economy and culture.

Highlight community involvement:Example: “From sponsoring 4-H and FFA programs to partnering with local co-ops, we’re proud to support the communities we serve.”

Mississippi Land Bank is dedicated to supporting Mississippi’s rural communities by providing tailored financial solutions for land, agriculture, and rural living. Its role as a member of the Farm Credit System provides national strength while maintaining a focus on local expertise.

Mississippi Land Bank is a proud member of the Farm Credit System, a nationwide network of cooperative lenders dedicated to supporting rural America and agriculture. This relationship provides Mississippi Land Bank with national credibility while allowing it to remain focused on Mississippi’s unique agricultural needs.

Our communications should highlight Mississippi Land Bank’s deep roots in agriculture and its ongoing commitment to farmers and ranchers. Example Messaging: “We’ve been financing Mississippi’s farmers for generations, from cotton fields to cattle pastures.”

Customer Groups at Mississippi Land Bank

Farmers and Ranchers

Mississippi Land Bank's primary customers are farmers and ranchers—those who work the land, raise livestock, and contribute to Mississippi's agricultural economy.

Who They Are:

• Row crop farmers growing staples like cotton, soybeans, and corn
• Livestock farmers raising cattle, poultry, and other animals
• Specialty farmers producing niche crops or operating small-scale farms

Why They're Important:

Agriculture is the backbone of Mississippi's rural economy. Supporting farmers and ranchers means sustaining the state's food supply and economic stability.

How We Serve Them:

• Loans for land, equipment, and operational costs
• Flexible financing to meet the needs of unpredictable seasons and market conditions

Recreational Landowners

Not all land is used for farming; for some, it's a place to enjoy nature, hunt, fish, or create family memories.

Who They Are:

• Individuals or families purchasing land for hunting, fishing, or outdoor recreation
• Landowners focused on preserving natural habitats or creating private retreats

Why They're Important:

Recreational landownership keeps Mississippi's rural lands preserved, often enhancing local ecosystems.

How We Serve Them:

• Financing tailored to large tracts of rural property
• Guidance on land use and potential development

Rural Homeowners

For many, the dream is to live in the quiet of the countryside, away from the noise of urban life.

Who They Are:

• Families building or purchasing country homes
• Retirees seeking peaceful rural properties
• Individuals relocating to Mississippi's rural areas

Why They're Important:

Rural homeowners contribute to the vitality of Mississippi's smaller communities, helping schools, businesses, and local organizations thrive.

How We Serve Them:

• Loans for purchasing or building rural homes
• Support for property improvements or expansions

Young and Beginning Farmers

Who They Are:

• Young adults taking over family farms or starting their own operations
• Individuals entering agriculture without generational ties

Why They're Important:

Without new farmers, the sustainability of Mississippi's agricultural community is at risk.

How We Serve Them:

• Flexible financing options designed for first-time borrowers
• Mentorship and resources to help them succeed

Agribusinesses

Who They Are:

• Businesses that process, store, and distribute agricultural products
• Suppliers of equipment, seeds, fertilizers, and tools for farmers

Why They're Important:

Agribusinesses provide essential support for farmers, making agriculture more efficient and productive.

How We Serve Them:

• Loans for facilities, equipment, and working capital
• Expertise in navigating the unique needs of agricultural industries

Local Communities

Who They Are:

• Rural towns and communities supported by agriculture and landowners
• Schools, local businesses, and organizations that rely on a strong local economy

Why They're Important:

Thriving communities create a better quality of life for everyone and ensure a strong future for Mississippi.

How We Serve Them:

• Sponsoring community events, schools, and youth programs like 4-H and FFA
• Supporting economic development through agricultural success

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Why This Matters

Engaging directly with the right audiences fosters trust, builds relationships, and drives loyalty. It ensures Mississippi Land Bank connects with its core customers rather than casting a wide net that lacks focus.

Targeting Actual Customer Pools

Focus on Real, Local Communities:

• Local co-ops, feed stores, rural expos, and agricultural events
• Embrace the philosophy of "People like us, do things like us"
• Position Mississippi Land Bank as a trusted partner and neighbor

Community Sponsorships:

• Invest in partnerships that resonate with rural communities
• Sponsor high school sports teams, agricultural programs, and individual athletes
• Example: "We're proud to support local FFA chapters and the future of Mississippi agriculture"

Marketing Philosophy

Speaking to Their Needs, Not Ours

Marketing should feel like a conversation—a neighbor offering advice or a friend pointing the way. Every word focuses on helping customers achieve what matters most to them:

• Farmers need reliable financial partners who understand agriculture
• Recreational landowners want to create a legacy
• Rural homeowners dream of peaceful country living

Positioning the Customer as the Hero

• The customer is the center of the story
• Mississippi Land Bank serves as their guide
• Example: "Farming isn't easy, but with the right financial partner, you can grow your business and weather any season"

Recognizing Their Challenges

• Acknowledge real challenges: weather, costs, economic conditions
• Show understanding and solutions
• Build trust through empathy

Highlighting the Transformation

Show how Mississippi Land Bank helps:

• Turn land into family legacy
• Make country home dreams reality
• Transform farming operations into thriving businesses

Making It Simple and Actionable

• Use clear, straightforward language
• Remove confusion
• Encourage next steps without pressure
• Example: "Not sure where to start? Our team is here to help"

Connecting Through Relatable Language

• Use everyday language instead of technical terms
• Make communication natural and accessible
• Example: "Buying land is a big step. Let's make it easier with a loan that fits your budget"

Showing, Not Telling

• Use real stories and testimonials
• Demonstrate success through examples
• Share customer experiences

Being a Partner, Not Just a Provider

• Focus on relationship building
• Emphasize long-term partnership
• Work alongside customers for solutions

Intent of the Copy

Primary Goals:

• To Connect
  • Build trust
  • Show understanding
• To Guide
  • Provide clear steps
  • Offer solutions
• To Inspire
  • Show possibilities
  • Demonstrate success

This approach ensures marketing reflects our values, builds relationships, and supports the communities we serve.

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Corny Jokes: Avoid humor that may not resonate with a broad audience.

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Satire: Sarcasm or satire can easily be misinterpreted and should generally be avoided.

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Commentary on Current Events: Stay neutral unless directly relevant to customers’ needs or interests.

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Exceptions: On rare occasions, light humor or commentary can be appropriate if tied to Mississippi culture or local traditions.

Positive and Supportive:

Always emphasize solutions and opportunities rather than obstacles.

Example: “No matter where you are in your journey, we’ll help you make your dream of owning land a reality.”

Localized and Relatable:

The voice should feel as though it comes from someone who understands Mississippi’s unique way of life, from planting seasons to rural family traditions.

Example: “In Mississippi, we know a good harvest takes the right tools and a little faith. That’s why we’re here to help.”

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Professional but Approachable:

Communicate expertise without being intimidating. Customers should feel supported, not lectured.

Example: “Our loan officers are here to answer your questions and guide you through every step of the process.”

Farming isn’t just part of our economy—it’s the base of everything. Agriculture feeds our families, powers industries, and keeps communities strong. Without healthy farms, our country wouldn’t have food security or economic stability.

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Mississippi Land Bank knows that every loan we provide helps keep agriculture strong. Loans for equipment keep fields planted and harvested. Loans for rural land let families preserve and care for spaces that benefit their communities. Every dollar spent in agriculture helps not just farmers, but towns and cities across Mississippi and the country.

Rural communities are more than places—they’re a way of life. They’re where hard work is valued, traditions are passed down, and people care for one another. Supporting these communities isn’t just about loans; it’s about being a partner in their growth and success.When we finance a farm, a piece of land, or a rural home, we’re not just helping one person. We’re helping the whole community. When rural economies grow, everyone benefits—schools, businesses, and families alike. This connection reminds us how important our work is.

The reason Mississippi Land Bank exists is simple: to support the people who keep our country strong. Whether it’s a farmer working through tough times, a young family starting their journey, or someone preserving rural land, we’re here to help them succeed.We don’t just lend money. We provide stability, encourage growth, and strengthen the communities we serve. This mission, set over 100 years ago, is just as important now as it was then. It’s not just about loans—it’s about lives. It’s about building something lasting, together.

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Mississippi Land Bank exists because agriculture isn’t optional—it’s essential. Helping farmers, landowners, and rural communities means protecting the future of Mississippi and our country. It’s a responsibility we take on with pride and purpose every day.

Young farmers are the future of agriculture, but they face tough challenges. Land is expensive, starting a farm costs a lot, and finding loans can be hard. That’s where we come in.

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Mississippi Land Bank knows that supporting young farmers isn’t just about loans—it’s about helping them start strong and stay successful. We offer programs for beginning farmers, mentorship opportunities, and flexible financing to give them a fair shot at success.

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By helping young farmers, we’re doing more than supporting individuals. We’re investing in the future of Mississippi’s farms, families, and food supply.

The vision from 1916 still impacts every member we serve today. For farmers running family farms, we’re more than a lender—we’re a partner they can count on through every season. For families buying their first piece of land, we’re helping them build their future, not just handing them a loan.

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Our members are more than just customers—they’re part of a cooperative. This means that when they work with Mississippi Land Bank, they’re part of something bigger. They benefit from things like patronage dividends, local decisions made by people who know their area, and personalized service. When our members do well, we all do well.

Mississippi Land Bank was built on a strong purpose—a vision set by Congress in 1916 when they created the Farm Credit System. This system wasn’t just about loans; it was about protecting the backbone of America: farming. For over 100 years, this mission has guided us, and it’s still why we do what we do today.

In 1916, Congress saw that farmers and rural communities had unique challenges. Bad weather, price swings, and high costs made it hard for traditional banks to meet their needs. So, the Farm Credit System was created to fill that gap. It gave farmers and rural people a reliable place to get loans and financial help.

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This decision wasn’t just about money—it was about protecting the people who grow our food, raise our animals, and keep our country running. Today, Mississippi Land Bank continues that mission. We make sure farmers, ranchers, and rural families have the financial tools they need to succeed. For our members, this legacy means security, trust, and a partner who understands their work.

The Farm Credit System is a network of cooperative financial institutions created to support rural America and the agricultural industry through both good and challenging times. Owned by its members, the system offers a reliable source of credit to farmers, ranchers, and rural cooperatives, including utility providers. One unique benefit is the potential for patronage payments, which reduce borrowing costs for members, though these payments are not guaranteed every year. Farm Credit lenders have a deep understanding of the challenges and risks in agriculture and are dedicated to helping this essential industry thrive. Anyone involved in rural living or agriculture can benefit from the dependable credit options and long-term support offered by the Farm Credit System.

"Mississippi Land Bank supports Mississippi’s farmers, ranchers, and rural communities with reliable financing for land, farms, homes, and agribusinesses. As part of the Farm Credit System, we offer national strength with local expertise, helping our customers grow, succeed, and build lasting legacies."

"Mississippi Land Bank provides reliable financing for land, farms, and rural homes, combining national strength with local expertise to help Mississippi’s communities thrive."

“At Mississippi Land Bank, we’re proud to serve the farmers, ranchers, landowners, and rural communities that are the heart of Mississippi. As a member of the Farm Credit System, we combine the strength of a nationwide network with the personal, local expertise our customers need to succeed. For over a century, we’ve been providing reliable financing for farms, land, homes, and agribusinesses, helping Mississippians build their dreams, grow their operations, and preserve their legacies. Whether it’s a young farmer just starting out or a family expanding their rural lifestyle, we’re here to provide the support and stability they deserve. Mississippi Land Bank—rooted in relationships, grounded in giving, and committed to Mississippi’s future.”