How branding can change agribusiness

Creating value in agribusiness with Brand Innovation

Agribusiness brands run the risk of becoming hostages to commodities, which are goods whose only differentiator is price. In this article we explore how branding can be a fundamental tool for differentiation, going beyond functional benefits and generating trust and loyalty.

Why invest my resources in branding if I'm in a commodities market?

This is a common question in agribusiness, since they work exclusively with goods that we call "commodities - essential 'fungible' goods, that is, mutually interchangeable and undifferentiated, such as wheat, pork or sugar" (Scott Bedbury(The New World of Brands). It's that thing where the only differentiator is the price.

What difference does it make if the bag of wheat is worth X amount to all competitors, redefined every day? - Rural products ask. The stagnation of the market is due to the misconception that value is only created in the product.

In a globalized world, consumers are bombarded with an excess of information and marketing messages, in a phenomenon called Marty Neumeier of clutter. There is endless choice and little time to decide what to buy, which has transformed the way people make choices. If before people decided based on physical characteristics and their functional benefits, now they value symbolic attributes.

What does this product look like? Where is it being sold? What kind of person buys it? What tribe will I be joining if I buy? What are other people saying about it? And finally, who makes it? Because if I trust the product, I can buy it now and worry about it later. The level of trust I feel for the product, rather than the evaluation of its features and benefits, is what will determine whether I buy this product or that one.”

Marty Neumeier in "The Brand Gap". Free translation.

So the differentiator is not the corn or the wheat itself, but the symbolic attributes (with an emphasis on trust) that facilitate the first purchase and create brand loyalty.

It must not only be, but also appear reliable, in order to encourage experimentation.

With the branding it is possible to go beyond the functional characteristics of products, explore emotional benefits (e.g. I buy because I feel safe) and self-expression benefits (e.g. I buy to express that I am modern) and create powerful differentiations in the competitive agribusiness market. With it, essential brand values are added, which help to form an attractive image in the market, directly influencing the final perception of the product and business.

The way a sale is made, the relationship with the customer and the company's internal culture are some of the many elements that can overcome the difficulties of the commodities market.

Through brandingWhen well developed, it is possible to change consumer behavior and ideals, because its values go beyond the aesthetic. A company's thinking and actions must be perfectly aligned with this image-building, because it is through this alignment that it gains the strength and solidity to make agile decisions in complex moments.

Companies with a clear positioning, sincere behavior and authentic actions are able to stand out in the market. A Apple, for example, couldn't get to where it is by developing excellent products alone, but it has differentiated itself by aligning the brand's argument and behavior, business philosophies and clear positioning, which has built a unique brand perception over time.

It is clear to see that companies that have been concerned and committed to building a good image, supported by well-structured positioning and consistent actions, are gaining considerable prominence in their areas of activity, as is the case with Cargill, Olam e Lar Cooperative.

Being prepared for new challenges is fundamental. Being aware of new habits and ways of consuming is essential if businesses are to survive by constantly updating and adapting.

Now, what prevents a company from being the "Apple of commodities" ? Well, nothing.

From ego to empathy

As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.

The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."

To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.

"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."

Ernst Neufert in "The art of architectural design".

OK, but what does this have to do with my brand?

As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.

From ego to empathy

As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.

The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."

Famous last words

As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.

Hope this answers some of your questions, Dmitro.
- Author's name