Abstract: 【Objective】 Scientific and technological journals are an important part of the publishing industry, playing the role of disseminating scientific and technological achievements and exchanging scientific and technological information, providing a reference for the characteristic development of local scientific and technological journal brands. 【Methods】 Brand characteristics are the manifestation of the improvement of the publishing quality and level of local scientific and technological journals. 【Results】 To attach importance to the development of characteristic publishing brands, it is necessary to do a good job in the overall planning of the characteristic publishing development of "Xinjiang Agricultural Sciences", and establish a guarantee system for the development of characteristic publishing brands from manuscript solicitation, push services, participation in academic conferences, publicity, and short video introductions published on WeChat official accounts, so as to achieve development goals under the arrangement of a systematic framework guarantee system. 23 publishing columns were carefully organized throughout the year, and 349 papers on the achievements of Xinjiang agricultural scientific research and innovation projects were published, all supported by provincial and ministerial and national projects. Strengthen digital publishing, integrated development, increase the dual-channel and multi-channel dissemination of paper data, and the impact factor is 1.418 through the production of short videos of papers, posts on WeChat official accounts, etc. 【Conclusion】 Taking brand characteristics as the entry point, the significance of the characteristic development of local scientific and technological journal brands is expounded, and the paths of characteristic brand development are mainly discussed. The importance of brand characteristics in the refinement of publishing.