{"id":4529,"date":"2020-03-30T09:06:59","date_gmt":"2020-03-30T07:06:59","guid":{"rendered":"https:\/\/adagri.com\/dev\/wp\/?p=4529"},"modified":"2025-10-29T12:34:29","modified_gmt":"2025-10-29T11:34:29","slug":"branding-in-polish-agribusiness","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/branding-w-polskim-agrobiznesie\/","title":{"rendered":"Branding in Polish agribusiness?"},"content":{"rendered":"

Despite numerous publications and training sessions in the field of marketing and advertising, a misconception about what branding is still persists among decision-makers in many companies and institutions. \u201eOh, really?\u2026 We recently refreshed the look of our job-lot printing and we have a new website\u2026 This product doesn't need anything special on the packaging!\u2026 Our differentiator is quality! (despite the recent service hiccups)\u2026<\/em>\u201dSuch responses to the word \u201ebranding\u201d prove that although the words \u201ebrand\u201d or \u201emarka\u201d have settled into corporate slang, few understand what branding de facto is and what an essential role it plays in business. Every business \u2013 including agrarian ones.<\/p>\n

Branding \u2013 what it is and what it is not<\/h2>\n

First of all, it must be stated clearly\u2014branding is not a logo. It is not even a visual identification system neatly arranged in a booklet with descriptions of colors and fonts. It is not packaging. Neither is it the leitmotif of an advertisement.<\/p>\n

This concept has, of course, evolved over the years, being equated either with advertising or with marketing. Meanwhile, thoughtful and consistent branding significantly impacts both. It affects both the sales of a product or service and ensures that they remain memorable to the audience and evoke specific, desired associations.<\/p>\n

Therefore, the branding of a product, service, company, or institution is a set of many elements\u2014visual and non-visual\u2014that determine their uniqueness, recognizability, and memorability. It is everything that ultimately influences the Consumer's\/Client's awareness during the decision to buy or to establish cooperation.<\/p>\n

Beyond the name, logo, or even the visual identity system, branding also consists of things such as: the method of communication (external and internal \u2013 advertising, PR, the organization's metalanguage), the actual level of services, work organization... Packaging and promotional items, no matter how aesthetic and clever, lose their effectiveness if they are not consistent with the other elements. Properly executed branding or rebranding (redefining an existing brand) is based on the synergy effect between all advertising and marketing tools that can be used at a given moment. Moreover \u2013 it is branding that should determine the choice of reach channels.<\/p>\n

Branding - a process for consistency<\/h2>\n

\u201eTextbook\u201d definitions use the term: \u201ebranding\u201d. Thus, it is a process. It is aimed at creating a consistent brand image that reflects the brand's core values.<\/p>\n

An effective branding process gives a brand the opportunity not only to survive, but also to grow in a crowded and changing market. It is a process that is neither quick nor simple. It requires marketers and product\/service\/company owners to define and verify the foundations of their business.<\/p>\n

Practice shows that it is not as easy as it seems. Rote-learned, ubiquitous slogans such as \u201equality and experience\u201d, \u201etradition and modernity\u201d, and \u201eacting with passion\u201d, upon deeper reflection and analysis of the situation, may turn out to be empty words or exaggerated postulates, and do not constitute the foundations of a company's identity at all\u2014neither inside the organization nor outside...<\/p>\n

How do you get down to branding?<\/h2>\n

Therefore, one must first undertake the effort of defining and verifying the brand's core values. This takes place during internal meetings and sometimes turbulent discussions. After all, one must answer honestly, seeking confirmation in reality, a series of questions such as: What is most important to us? What sets the product\/us apart from the competition? What are the organization's core values? What is its mission and vision? What kind of customers does it have, and what kind would it like to have? What are the strengths and weaknesses? How do we want to be perceived, and how are we perceived? How can the company\/product be personified? <\/em>etc. Independent studies of image, consumer opinion are sometimes very helpful here.<\/p>\n

Based on this, branding or advertising agency specialists will be able to create a kind of brand story, which will then serve as the basis for developing a marketing strategy, and subsequently initiating creative work on individual branding elements\u2014whether logos, slogans, color schemes, signage elements, the key visual, or finally, the selection of communication channels.<\/p>\n

Brand branding in agriculture?<\/h2>\n

Among global FMCGs (as well as young innovative companies), awareness of the importance of the phenomenon is high.<\/p>\n

And what about local businesses, mostly born in the 1990s? What about the agricultural sector?... Could it be that agricultural products are subject to different market laws than, for example, sweets? Don't brands of machinery, tractors, and combine harvesters need a \u201eimage that sells\u201d just like cars do? Are crop protection products not subject to ministerial restrictions just like pharmaceuticals? Are farmers different consumers than everyday eaters of bread, milk, or eggs? In today's \u201evisual\u201d world, do they not choose with their eyes? Are they not influenced by advertising?...<\/p>\n

Breakthrough moment - how to build an effective brand?<\/h2>\n

In the era of transforming farms into enterprises, along with the growing awareness of farmers and farm managers, agro-brands can no longer be treated like stepchildren! Global giants know this very well and are trying to transfer experience from the West to the Polish market. This is evident in the visual identity systems of brands such as Bayer, Syngenta, BASF, Adama, Horsch, or John Deere.<\/p>\n

However, there is still a large group of businesses that do not understand the need to invest in a coherent, distinct, and consistent brand or product branding. After all, \u201ethis product is priced so that it sells itself\u201d, \u201ethis is sitting in warehouses, so the packaging \u00bbdoesn't have to look good\u00ab!\u201d<\/em>. Could agribusiness be a kind of El Dorado where there is no need to court customers by every means possible? We know very well that the market is increasingly crowded and the struggle to stand out from the competition is increasingly difficult. Those who, like Grupa Azoty, Osadkowski, or Ciech\u2014which belongs to an international capital group\u2014are aware of this, are investing in branding. Their image in the physical world and on the internet is on par with the modern standards of other industries.<\/p>\n

Agricultural branding today is not only about so-called R&D brands, but also about a growing number of generic brands. Following the pattern of retail private labels, they pose an increasingly serious competition to established, globally recognized brands. Skillfully created branding, in cases where the price factor ceases to be the main magnet, is the key to success. Agricultural branding, like any other, evokes specific emotions and associations in recipients that influence their opinions. If product quality goes hand in hand with price and image, there is no dissonance between them \u2013 the customer will remain loyal, which will ultimately translate into profit margins.<\/p>\n

Agricultural branding - the promise of experience<\/h2>\n

Therefore, we are talking largely here about impressions and emotions that are meant to accompany the recipient at the moment of contact with an agricultural brand. Advertising theorists increasingly emphasize that a brand is much more than a product and visual identity elements\u2014it is largely the promise of an experience.<\/p>\n

Does a given agricultural branding guarantee effectiveness, reliability, and failure-free operation? What benefits can I expect from using a given product or machine? Through the applied means (shapes, colors, tone of voice, imagery style, etc.), the brand is intended to evoke specific feelings and associations in the recipient's mind. If it evokes completely different ones than it should, this is a signal indicating a lack of brand consistency, or de facto, unsuccessful branding.<\/p>\n

So what impressions does Polish agricultural branding evoke? Targeted surveys of specific audiences - which we strongly encourage - will provide an authoritative answer.<\/p>\n

It can quickly become apparent that what was \u201egood,\u201d \u201eproven,\u201d \u201ereliable,\u201d \u201eon-trend\u201d a decade ago is not building a positive brand image today....<\/p>\n

And that means the hard slog in the wasteland of agricultural branding is still ongoing. Today, amateurism, just like in farming, will not yield the desired results. Therefore, when thinking about refreshing the image of your agri-business, it is worth seeking the help of those who have proven themselves in the field of advertising and branding.<\/p>","protected":false},"excerpt":{"rendered":"

Mimo licznych publikacji i szkole\u0144 z zakresu marketingu i reklamy, w\u015br\u00f3d decydent\u00f3w wielu firm i instytucji pokutuje b\u0142\u0119dne wyobra\u017cenie o tym, czym jest branding. \u201eAch, logo?\u2026 Niedawno od\u015bwie\u017cyli\u015bmy wygl\u0105d akcydens\u00f3w i mamy now\u0105 stron\u0119\u2026 Ten produkt nie potrzebuje niczego specjalnego na opakowaniu!\u2026 Nasz wyr\u00f3\u017cnik \u2013 jako\u015b\u0107! (mimo ostatnich wpadek serwisu)\u2026\u201d Tego typu odpowiedzi na has\u0142o […]<\/p>\n","protected":false},"author":4,"featured_media":5075,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[10,11,12,13,14,15,16],"class_list":["post-4529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-porady-marketingowe","tag-branding","tag-branding-marki","tag-branding-produktu","tag-branding-w-rolnictwie","tag-budowanie-swiadomosci-marki","tag-swiadomosc-marki","tag-wizerunek-marki"],"yoast_head":"\nBranding w polskim agrobiznesie? - Adagri<\/title>\n<meta name=\"description\" content=\"Czym jest branding w rolnictwie? Jakie korzy\u015bci przynosi marce agrobranding? Poznaj odpowiedzi na te i inne pytania. 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