Brand Tone

Professional and Expert, Innovative and Forward-Thinking, Approachable and Proud

Brand Values

• •Innovation
• •Sustainability and Responsibility
• •Customer-Centricity
• •Collaboration and Partnership
• •Transparency and Simplicity

Best Practices

• •Maintain a Balance of Tones: While the core tone is professional and expert, adapt it to be more personal and engaging on platforms like Instagram and TikTok. Use the professional tone for LinkedIn and technical materials, and the approachable tone for community-building content.
• •Emphasize Core Values: Consistently weave brand values like innovation, sustainability, and partnership into all communications. For example, when launching a new product, highlight its innovative aspects and the benefits it brings to the farmer (partnership) and the environment (sustainability).
• •Speak the Language of the Farmer: Use terminology that resonates with agricultural producers but remains clear and accessible. Avoid overly corporate jargon in farmer-facing communications. Focus on practical benefits like productivity, efficiency, and profitability.
• •Show, Don't Just Tell: Instead of simply stating "we are innovative," provide concrete examples like the CibraStore e-commerce platform, the SAP S/4HANA implementation, and the development of CibraCoin. These tangible proofs make the brand's claims more credible.
• •Foster a Sense of Pride and Community: Use copywriting to celebrate the achievements of Brazilian agriculture and position farmers as heroes. This creates an emotional connection and builds brand loyalty beyond the products themselves. Content should reflect the "pride and purpose" the company aims to embody.

Social Perception

Cibra is perceived as a leader and innovator in the Brazilian agribusiness sector. It's seen as a reliable company that is investing heavily in growth and technology to support national agriculture. The consistent recognition as a "Great Place to Work" contributes to a positive perception of its internal culture and values. The brand is viewed as a strategic and ambitious player in the market, forming key partnerships to secure its growth and market access.

Copy Examples

• •From seed to harvest, every step is a testament to dedication. We are here to fertilize this journey, combining technology and partnership to ensure your crops reach their full potential. Together, we nourish the future of Brazilian agriculture. #Cibra #Agribusiness #Soybean #InnovationInTheField #FertilizingPartnerships
• •Your Harvest, Our Technology. The fast decisions of modern farming require an agile partner. With CibraStore, you can get quotes and purchase high-quality fertilizers with just one click. Optimize your time and productivity. Learn more. [Link to CibraStore]
• •Beyond the Field: How Cibra's 'Work From Anywhere' Culture is Cultivating Innovation in Agribusiness.
• •For 30 years, we've been evolving with Brazilian agriculture. Discover our innovative solutions to boost the productivity and quality of your crops.
• •Planning for the next season? See our technical recommendations for your crop.