The importance of sustainable growth in the process of nationalizing a brand

By Tatiana Schuchovsky Reichmann, CEO of Ademicon

08.12.2022 | 10:25 (UTC -3)

There is a lot of discussion about expanding the operations of a regional brand and how this process drives the growth of companies. Regarding this, the Map of Companies, from the Special Secretariat for Productivity and Competitiveness of the Ministry of Economy (Sepec/ME) showed that more than 1,3 million companies were opened in the country, in the first four months of 2022.

These data point to the continuous creation of new companies in Brazil, with numerous brands strongly linked to a specific region. After a successful marketing and communication strategy combined with distribution, these companies − previously with local characteristics − are able to gain national proportions, also achieved through new business units.

However, it is necessary to make it very clear that for this expansion to work, it needs to be very well based on sustainable growth, originating mainly from the combination of investments in communication, marketing, employee training and the commercial area. Therefore, more than wanting to grow, it is important that the company invests in concrete and objective actions, directing its focus on what really makes a difference.

In the case of consortium administrators, the path to success is no different. As a company that aims to democratize credit and help people in their personal and material achievements, based on life planning, there are many tasks to be completed daily to reach the different Brazilian states, serving customers from the most diverse backgrounds. cultures, social levels and locations.

In this context, I believe that it is essential that there is a high and constant investment in actions linked to this segment and to branding so that a company is known correctly by the public and gains the trust of consumers. Furthermore, and no less important is the investment in people and in the training of professionals and collaborators who will work with the product alongside customers, who are the main characters in this story.

For this to happen, nothing more efficient than constant training and the creation of a platform on which all knowledge and guidelines (courses, information and others) are embedded, so that everyone has quick and direct access to what they need at the moment. to offer their product to society, a process that goes far beyond a simple sale. Therefore, it is essential to have a consolidated strategy, analyzing all internal and external factors that will be impacted and changed with the expansion of the brand.

Here it is worth highlighting that it is not enough to just think of solutions that only serve one region or city, we need to think from the beginning about the possibility of operating in other states and perhaps even countries. In addition to the commitments and motivations mentioned above, technology is a theme that must permeate the entire process, with the objective of creating a solution that does not have geographic limitations and that can adapt and impact different communities.

It can therefore be seen that the nationalization of a brand goes far beyond the search for customers in new regions. It must be the result of internal and external work, with a focus on constant planning and investment, which expands horizons, yes, but in a sustainable way, so that it perpetuates and grows in the lives of Brazilians, helping them to obtain goods and in their achievements.

By Tatiana Schuchovsky Reichmann, CEO of Ademicon

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