The modern market has entered the stage of overcapacity, and the flavor of wine is also afraid of the depth of the alley. Brand building has changed from "spending money" to diversified competition. If new agricultural product brands want to stand out, they need not only outstanding products, but also innovative positioning and marketing channels.

I Investigate target markets and understand consumer demands

Before building a brand, we need to deeply understand the expectations and preferences of the target market for agricultural products through market research, consumer interviews and data analysis to help the brand more accurately position and determine the marketing direction.

1. Quality and safety

With the improvement of productivity, the demand of consumers has also changed. Modern people have higher requirements for the quality and safety of agricultural products. They pay more attention to the taste, nutritional value and freshness of products. At the same time, due to the increased attention to food safety issues, they have more stringent requirements on the safety of agricultural products and pesticide residues.

2. Traceability and transparency

More and more people want to know the source and production process of agricultural products when shopping. They prefer to choose products that provide detailed information and traceability to ensure product quality and credibility.

3. Diversity and innovation

Modern people have higher expectations for the diversity and innovation of agricultural products. They are eager to try new varieties or processing methods of agricultural products, hoping to get more choices and new taste experiences.

II Strengthen brand stories and create emotional resonance

Strengthening the brand story is one of the important directions to build a popular agricultural brand. A successful brand story can attract consumers' interests and emotional resonance, thus establishing a close relationship between the brand and consumers.

1. Emphasize uniqueness

The uniqueness of agricultural products is the key to building brand stories. The uniqueness of the brand can be reflected in the way of planting, variety, place of origin, growth environment, etc. Integrate these uniqueness into the brand story to show the unique value and quality of agricultural products.

2. Emphasize local characteristics

The local characteristics of agricultural products are one of the outstanding elements needed for brand stories. By emphasizing the regional characteristics of products, traditional planting methods, farmers' stories and traditional culture, we can create emotional resonance related to the target market.

For example, brand stories can emphasize the origin of products, the richness and spirituality of land, and the experience and wisdom of local farmers from generation to generation.

3. Highlight the brand's mission and values

Brand stories should highlight the brand's mission and values, so that consumers can resonate and identify with the brand.

For example, brands can emphasize their commitment to sustainable agriculture, focus on environmental protection and social responsibility, and work with farmers to support rural development. These missions and values can attract consumers who match the brand values.

4. Tell the story behind the product and its inheritance

Highlight the story behind the product through story based marketing, such as the history of brand inheritance, unique production technology or special planting sites. These stories can increase the emotional value and attractiveness of products.

5. Interact with and involve consumers

Use social media, event promotion and other ways to actively interact with consumers and make them part of the brand story. You can establish closer ties with consumers by sharing their stories, photos or participating in competitions.

III Ensure product quality

With the increasing emphasis of modern people on food health, quality assurance has become the key to the success of agricultural product brands. Brands with poor product quality will not go far.

1. Promote and certify organic agriculture

Organic agriculture provides consumers with more natural and chemical free agricultural products, which can prove the quality and safety of products by meeting the organic agriculture certification standards.

2. Establish quality control system

Producers should strictly follow the national and regional food safety standards and actively take measures to ensure that their products comply with relevant regulations. Including standardized production processes, standardized operating procedures and strict detection and monitoring. By strictly controlling and testing each link, we can ensure that the products meet the quality requirements at each stage.

3. Increase scientific research and innovation

By actively investing in research or tracking the latest scientific and technological achievements, we will make innovations in planting, quality testing and storage, and improve the quality and safety of products.

IV Promote deep processing of agricultural products and create added value

1. Develop new processing technology and process

Utilize modern technology to research and develop new agricultural product processing technologies and processes. For example, the use of high-pressure treatment, freeze-drying, extraction and other technologies can preserve the nutrients and taste of agricultural products, extend the shelf life of products, and improve the added value of products.

2. Create diversified derivatives

Transform agricultural products into various forms of derivatives, and expand the market demand and scope of application of products. For example, fruits are made into jam, juice, dried fruit, etc., and vegetables are processed into quick-frozen vegetables, canned vegetables, etc. This can not only meet the needs of different consumers, but also extend the sales cycle of products.

3. Provide customized and personalized products

Develop customized and personalized processed agricultural products according to the diversity of consumer needs. For example, provide special ingredients and products with different tastes according to consumers' tastes and preferences.

4. Strengthen industrial chain cooperation and cooperative construction

Deep processing of agricultural products requires multi party cooperation and close cooperation between upstream and downstream of the industrial chain. Producers, processors, dealers, etc. can form a win-win cooperation model in product planning, development and sales.

In addition, building agricultural product cooperatives can improve farmers' bargaining power and increase the added value of their products.

V Establish direct sales channels and realize brand premium

The traditional supply chain model often limits the development of agricultural product brands. The establishment of direct sales channels can not only bring more opportunities and market advantages to agricultural brands, but also improve consumer loyalty to products.

1. Establish online sales platform

Create your own official website or e-commerce platform to provide convenience for online purchase of agricultural products. Through the online platform, consumers can directly contact and communicate with producers to understand product information and stories. This can not only realize brand premium, but also save the cost of traditional distribution channels.

2. Establish agricultural product fairs

Invite producers of agricultural products to gather together and sell products directly to consumers in the form of market or exhibition. This way can provide consumers with the opportunity to contact producers directly, and increase the uniqueness of products and brand identity.

3. Participate in community group buying activities of agricultural products

Cooperate with community group buying organizations to provide centralized supplies to community group buying groups. This form can reduce the intermediate links of products and improve the competitiveness and profits of products.

4. Strengthen brand publicity and marketing

Increase the popularity and recognition of products through brand promotion and marketing activities. The unique value and brand stories of agricultural products can be publicized through news media, social media, advertising and other channels to attract consumers' attention and purchase of the brand.

VI END Not only agricultural product brands, but also other types of product brands can be shaped by focusing on brand stories, strengthening technology, product deep processing and direct sales channels to create emotional resonance, improve quality and output, create added value and achieve brand premium, so as to achieve the goal of rapidly emerging brands in the market.