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Branding the Organic Business - Uneven Development

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The following advertisements are not placed by Organic Pathways and are not necessarily organic

The following is a list of FAQs on branding in the world of organic business provided by the Argentinian brand design company Organic Agriculture Design.

The strategic management of the identity and image of agricultural and organic enterprises are beginning to be seen as essential in the world of organic business.

Yet throughout the world the way in which these companies are now publicly represented can be evaluated as uneven. 

This depends on the modality of local markets and international participation that each company achieves from its activity.

For example, when a company that usually sells in a local, captive market, participates in an international fair, there it can see its image in comparison to the others and this is a motivation for change. 

What are the elements that make up the concept of visual identity of a company?

Organic Agriculture Design is an Argentinian company that combines relevant knowledge of the organic world with relevant knowledge of graphic design, web development and communication issues. The company says it does creative work with a unique research method to recognize which are the best images, words, supporting materials and ways to communicate what a client needs.

The main thing is to define the identity, i.e. to be clear about what one is and wants to be.

From there one constructs the politics of the image, which interprets that identity within the sphere of action where you want to act.

The image materializes that identity, and if well done, attaches the ideal traits of the previous identity in the eyes of those who perceive the company.

Note also that all eyes are not all equal, and the political interest of this image is to reach those targets, specifically the social sectors that the company wants to seduce.

Within this intervention of the image, the primary or central image is the brand. The brand must have the genetics of the company. It must have all the symbolic attributes that will be needed in the future for any act of communication to be properly capitalized on by the company.

The brand is understood through the features that differentiate and define the company, which makes it unique. That includes what is popularly known as the logo and other resources that identify the company, such as colors, letters, textures, photographs and images to be used in a systematic way.

The second part is to apply the brand, through all the media that relate to the mentioned targets, such as stationery, brochures and books as well as the signals that position the company, whether in their buildings or on billboards and also from websites and other multimedia.

The last step is to make public the identity and image: the persuasive communication, which seeks to attract people to your identity. This means installing on the agenda that which best contributes to the value of your identity. That is, through all forms of advertising.

In brief, everything comes to mark the territory of the company, making it valuable and valued.

The idea is that people understand who we are and hope to find something in us. That is, to get people to discuss topics that involve us and that our office and equipment be seen as our business and not mistaken for another.

Therefore, an agricultural or organic enterprise not only needs a logo, but to intervene and implement an integrated and structured image.

What about the company transport vehicles or employee clothing?

For some agricultural customers vehicle graphics is very important because a vehicle is potentially a branding and advertising opportunity which is also free.

And when it comes to clothing, it can go from a badge to a uniform depending on the role of the person in the business.

Does the state of the van, if it is dented or dirty, affect the corporate image?

It depends. The strategy of identity has to be realistic, it must convey something possible. For example, with a positioning strategy that aims to
convey that your commitment is to the country by any means possible, a muddy truck can be a good image.

What you need to build, and this is my job, is a story and the stories are endless. The idea is to construct one that is coherent and serves the
business purpose.

What is your opinion regarding the development of visual identity in organic agribusiness?

It is a fairly virgin territory. On one hand, there are the large multinationals that come fully prepared, and on the other you have a development of local companies that have begun to systematize their image.

In this regard, I also see a sudden change in local firms that are beginning to see themselves as products.

But perhaps what matters is based on novel ways of doing business and the agricultural opportunities to communicate.

For example, ranchers in South America looking to export to Asian markets where they are not known and sometimes have no references from their country of origin, need to portray a clear visual identity.

Producing varieties of specialty, gourmet and organic products, they need to promote the virtues of its production or its source, among other

What level of adoption do you see of rural-based companiesí visual identity?

In general, the agricultural sector is dynamic and is always looking at what is the latest, not to be left behind. This comes in waves. The visual

identity is more or less the same.

Now, we can see that organic trade is beginning to adopt. For example, in a small town I designed a brand for a company where no company had a strong brand. Now, when you go to that town, they all have elaborate and developed communication.

It also said that any logo, repeated endlessly by advertising ends up being accepted by the people.

In part you must agree with the argument that the trademark is like a cup or glass: it does not mean much if there is nothing inside. Thus, there are very nice brands that have failed because the communication strategy or the product itself failed.

The brand should be a good help to the transmission of content. The issue is that if you make a good brand, the cost of installing, positioning,
differentiation and identification will be much smaller and the company will have a higher value.

I think in general terms, an effective trademark may increase the results of the business by as much as 30%.

In summary:

. Opening up to the world encourages the development of the visual identity of the company.

. Businesses can not rely on word of mouth to be known.

. A good brand positioning reduces costs.

. Good brands cannot save a bad product.

. The brand is like a glass, the product is the content.



The following advertisements are not placed by Organic Pathways and are not necessarily organic