Brand Development: Farndon Fields
I identified that the company did not have a consistent brand identity that matches the in-store experience. I worked on developing and differentiating the company's image, products, and services from competitors.
I worked extensively to build the brand so it aligned with the business objectives and clearly communicated with the target market.
I initially worked on the brand's social media identity, the social channels did not represent the warmth of the team and the unique shopping experience.
Therefore, I built up a photo library of product and team photos which I then used on social media, within email marketing and on the website for a consistent customer experience.
My photography had a focus on the unique selling points of the brand. After conducting customer research, it became apparent that the customers returned to the farm shop because of the experience and the team. Therefore, I ensured the marketing included the familiar faces which made the brand so unique. I focused on capturing each team members essence and using this to link back to key features and products sold within the shop.
This became particularly important during the pandemic, I continued to utlise the team within the marketing strategy however, used them to demonstrate that safety protocols were being followed. Clearly showing potential customers that the farm show was a safe place to visit in uncertain times.