Agtech Branding the Next Seed to Harness Your Success
Agriculture has been around since the dawn of time. In fact, while most technological innovation presents an evolution of previous existing technology, precision agriculture is a true revolution. A revolution not just for the consumer who enjoys a greater variety of options at an affordable price but a revolution that requires a true adaptation from a farmer and an agricultural professional perspective as well.
This adaptation also includes transitioning from a state of mind of what people eat to what people love eating. From what people love eating to guiding people to choose your crops over all available options out there. Making this transition requires thinking in terms of brand creation and transitioning from a commodity state of mind to a brand state-of-mind.
The sooner Agtech companies will adapt to this transition the greater their options at making an impact and securing a strong position in the market. Here are four tips on how to start breathing life into your new Agtech brand:
- Technology is not enough: One of the common approaches is to highlight the new technological aspect of Agtech. Technology is great but it doesn't necessarily differentiate you from your competition. To understand your key differentiation points, start by understanding who your audiences are. What are their values? How do they buy their groceries? What are their preferences etc. Can you provide an added value for what your audience perceive as important? Great! Start from here.
- Who are your audience? You may have encountered several audiences you might be targeting for instance distributers, consumers and other farmers. Each audience with their unique set of values. Consumers for example might be interested in whether your products are organic or not, nutritional added values, sustainability, taste, price etc. Other farmers may consider other aspects all together such as: safety, seamless integration, reliability etc.
- Brand Identity: Now that you know you can provide that special thing your audience is looking for the question is can they identify your product from all other available options? This is where the connection between your product and your customers starts. Creating a visual brand identity your customers can relate to and chose over and over again is imperative to harnessing success. The sooner you start creating a brand identity the greater presence you'll establish in the market.
- Digital Marketing. Yes, Agtech too! - There is still a wide misconception that digital marketing is not for the Agtech sector. That Agtech is a more realistic "down to earth" market, none of that digital campaigning etc. Well digital marketing and brand presence is very much part of the Agtech industry. Digital marketing lets you reach people where they spend their time and money.
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