How to establish your agricultural brand
For years we have considered fruits, vegetables and meats as generic products that fulfill the same function: feed us. We often see campaigns about the importance of eating more papaya or about the benefits of ingesting ginger. However, seldom do agribusinesses present us with the reasons why we should select, say, the lemons that sell over those of the competition. In short, a lemon is a lemon ... or maybe that is the perception that has been created since childhood.
The reality is that each agricultural product has a variety of specific aspects such as its color and size, its production process, quality and packaging. Your job is to highlight these aspects and communicate them effectively to your customers. Through agromercadeo you can develop a differentiation strategy that will position you in the indicated market segment and boost your sales.
Today companies do not sell only generic products but products with names and brands (brands) and flashy clothing (packaging). You can do the same!
Start by defining: what are you doing? For whom? and what do you want to achieve by doing that?
Based on this, select the name of your brand. Remember that it is not necessarily what you like but your client. That name should reflect in some way the activities you do in your company and the values of this. Do not choose a very complicated or very generic name; The most important thing is that it is understandable but at the same time unique. Create a name that is short, easy to pronounce and impressive.
Identify the super power of your brand
Better yet, you can insert the strongest point or the superpower of your company in your name or slogan. Your brand is the hallmark of the promise you make to your client. If you meet it, it will go back to the supermarket looking for that same stamp and not another one. This way you achieve customer loyalty and your sales will reflect it.
However, it is not enough to create a name and a logo for your brand ... your product must offer added value. Otherwise, it will be positioned in the mind of the consumer as another generic product, but with a built-in name. You will continue competing in the same league based on price.
How to differentiate you in the market
There are a variety of differentiating attributes for agricultural products. For your part, demonstrate the qualities that your competition does not have and communicate that advantage through your brand. Your customers will capture those attributes according to your effort to communicate that difference. Therefore, always inform and educate about the benefits of your product. That the purchase decision is not based on availability, appearance or price, but on the valuation of a product benefit such as: nutritional value, packaging and presentation, traceability, ecological safety and convenience of use, among others.
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