A world of beautiful opportunities in the Agribusiness sector
The positive outlook for this year, even after the crisis of 2020, has highlighted the strength and importance of Agribusiness in the Brazilian economy. Responsible for holding down GDP In recent years, the sector has seen demand for commodities grow, while opportunities for products with greater added value have intensified, such as specialty coffees, prime cuts of meat and products with Geographical Indication labels.
The reason for this is simple: if everyone sells the 'same product', why buy from one specific company and not another?
In eight years of working with the repositioning of major players in Brazilian agribusiness, I have seen that this is undoubtedly the issue that takes away the sleep of the sector's entrepreneurs. 'I have greater quality'some would venture to say, forgetting that this is everyone's common discourse and the customer's minimum expectation. This is where Branding comes in, a term used to define the process of Brand Management. In a 2021 that promises opportunities, developing a brand well is the only way to remove the product from commodity status and escape the competition between volume and price.
But what is branding?
With so many options, a well-positioned brand helps differentiate your product while reinforcing your purpose and your company's values, building a huge competitive advantage in the medium term. When I have a clear positioning, an effective value proposition and a combination of elements that identify or differentiate my products, I have a brand.
Branding builds and standardizes these elements, which will serve as triggers for people to identify your product, make it stand out from the competition and, consequently, decide to pay more for it. If your product is good, it needs to be perceived that way, but this only happens when your brand manages to create real connections and positive experiences with your audiences. So should I invest in my brand? If you asked me, my answer would be frank and direct: yes. Even to remain a commodity, you need to build a credible brand before your competitor does.
Stop to think about the choices you make on a daily basis: which brand of seeds do you buy? Which company? What about your fertilizer? What about the inputs? What about logistics? Probably all companies promise similar results, but we still have those we prefer to work with because we trust them more. And trust is the fundamental attribute for what drives agribusiness: relationships.
But what about in practice?
- Protecting your market position
- Enter new squares or categories
- Succession processes, governance, mergers and acquisitions
- Conducting succession, governance, merger and acquisition processes
- Achieving competitiveness in the international market
- Boosting the launch of new products
- Implementing a culture of innovation
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