3 pitfalls that agricultural product brands easily fall into during development
“Food is the first necessity of the people, and safety comes first in food.” Food safety problems occur frequently, making people anxious about every meal. Only when the agricultural products consumers buy are built on “brands” with sufficient safety can they effectively escape food safety fears. This standard for judging “brand safety” has driven the acceleration of the trend toward branding agricultural products. However, while walking on the broad road of agricultural product branding, you must also be careful. Xiaomeng will help you understand the 3 major pitfalls that are easy to fall into.
⟦NL> Pitfall One: A Disorganized Crowd
Looking across the entire market, our agricultural products do not lack brands. On the contrary, all kinds of brands emerge one after another, and consumers are dazzled by them. The development principles of the food chain determine that the development of the agricultural product market must also follow the competitive law of “the weak are prey to the strong, and the fittest survive.” Small, scattered agricultural product brands are very likely to fall into the pitfall of being a disorganized crowd in the market, with no competitiveness.
Having an agricultural product brand does not mean one truly knows how to build an agricultural product brand. The development of a brand that merely stays at a casually imagined concept, with no added value and no influence, is completely futile.
The development of branded agriculture must be driven by good leading enterprises. By relying on the influence of leading enterprises, agricultural products can truly move into the stage of branding. Only then can the brand be given the value it should have, the added value it should have, and the influence it should have, thereby enhancing the competitiveness of agricultural products.
Pitfall Two: Outshining the Master but Not Surpassing It
Agricultural products have an innate natural advantage: a unique regional place of origin. Unique historical culture and geographical factors create the natural advantage that allows agricultural products to stand out. However, wave after wave of large numbers of imitations, counterfeit and shoddy products in the market has caused some agricultural product brands that have achieved a little success to fall into the awkward predicament of losing consumer trust before they have even gained a firm foothold.
Exactly what should be done to avoid falling into such a predicament? Where exactly is the source of these problems? Brands that are not prominent, shared brands, and even abused brands have added many “obstructions” to the development of agricultural product brands.
If regional agricultural products want to become strong and large in the market, they must follow the concept of “outshining the master and surpassing it.” Products should rely on geographical advantages, but must also go beyond geographical advantages, letting public resources serve agricultural product brands.
The establishment of a brand should incorporate creativity that easily wins deep consumer recognition while also possessing regional recognizability, so as to avoid being defeated and crushed by later similar products.
Brand creation can absolutely incorporate elements such as regionally representative figures and historical allusions, rather than directly using place names and other methods that are simple and easy to imitate. The development of agricultural product brands cannot be “outshining the master but not surpassing it”!
Pitfall Three: Empty Talk on Paper, A Mere Scrap of Paper
On what basis can a successful agricultural product brand fulfill the value promise it makes to consumers? Of course, it is its unique core value! The essence of a successful brand is the core value of the brand. Only a good core value for an agricultural product brand can give consumers a reason to pay for your product. An agricultural product brand without core value is “empty talk on paper, a mere scrap of paper."
In addition to some intuitive, tangible physical attributes, some abstract and intangible values are also important elements that constitute the core value of an agricultural product brand. Some invisible and untouchable stories and culture of a product that are deeply recognized by consumers are all precious intangible values that constitute its brand core value.
This kind of intangible value cannot be imitated or surpassed by any enterprise. In the development of agricultural product brands, attention should be paid to excavating their unique intangible value and building the brand core value, so as to avoid “empty talk on paper, a mere scrap of paper."