by Amy | Jun 29, 2021 | Branding, Creative Services, Digital Marketing, Graphic Design, Traditional Marketing
Rebranding could be the difference between reaching your company’s full potential or being left behind. Staying ahead in any niche is a constant race. To keep your brand relevant, you need to be willing to do what it takes to make it stand out to consumers. A rebrand could be the answer to your needs. At Root & Roam, we recently went through the rebranding process to better fit our clients’ needs, and we are here to share our experience with you.
Let’s begin with what branding isn’t. Branding is not just the look and feel of your company. Nor is it a color palette or a tagline. Your brand is what draws people to purchase from you and not your competitors, and, if done correctly, creates an emotional tether between your brand and the consumer. For example, people don’t purchase a Mercedes for the look of the brand, but rather, the status owning a Mercedes provides to them. They want to “feel” special, luxurious, different, therefore, they choose that brand over others.
The look and feel of a brand is important, however, in that you want to stand out from your competition. As well, you want your brand to align with your products, services, and, most importantly, your vision and mission.
Rebranding is the strategy that aims at changing the perception of your brand by the consumer through a modification of your existing brand. During the rebranding process, your company’s assets are transformed (and possibly your positioning in the marketplace) into something fresh and relevant that will draw the attention of your target audience. Rebranding can be as simple as a color palette change or as extreme as a complete rehaul of your business model.
Today, with so many brands competing within the same consumer space, it’s imperative that your brand stand out uniquely and sincerely. Consumers are becoming more conscious of what they consume and how brands relate to the world around them. Rebranding is a tool to remind buyers who you are and why your brand is their best choice.
Have you ever noticed when multiple fast-food brands start to have similar storefront appearances? How about when cell phone companies offer similar services? What makes one burger joint better than another? What is so special about unlimited talk and text when everyone has it? That is where the little things come in to play, such as broader cell phone coverage or a special sauce that no one else has. That is the unique identifier that consumers are drawn to and purchase from. Rebranding is the chance to present your special sauce in a new way.
We understand that rebranding can be a tricky process. That is why we have broken it down into an easy-to-follow six-step process.
Begin your rebrand with competitive analysis. Understanding what your competitors are doing, how they may be outperforming you, and identifying areas within the marketing landscape where you could compete will help you to define your goals.
Establish your goals. To ensure that you get everything you desire out of a rebrand, it is important to establish what you wish to achieve from the process. Some questions to ask include “who is your target audience?”, “Is there a new product or service to come with the rebranding?”, “Have your business values or company culture changed?”, and “What don’t you like about your current branding?”. The answers to these questions may provide a clear path to those goals. Be sure to leverage your competitive analysis when establishing goals.
Assign your rebranding team. You may choose to hire an agency, such as Root & Roam, or to establish an internal team for the job. The rebranding team should possess adequate market knowledge and skills to perform the rebranding tasks.
Develop a strategy. Before you begin putting things into action, we recommend creating a roadmap of how you plan to facilitate your rebrand. Begin with your goals and your competitive analysis findings. You will also want to establish action items during the strategy process and assign those action items to the appropriate team member.
Design and develop your rebrand. During the design and development process, your team should be working on their assigned tasks, including creating assets, performing website processes, and establishing a new voice. This is where your team pieces together all the ideas into a comprehensive rebrand.
Launch! The final step in the rebranding process is to deploy the new branding. A successful rebranding launch strategy will include everywhere your company identity can be found.
Signs that it is time to rebrand
As your business grows and competition gets more fierce, you may start to notice that your brand no longer fits your company’s narrative. Here are a few of the top signs that it is time for a rebrand.
Change in values – this may be the case if you have not established clear values in the past. A rebrand is a perfect opportunity to shed some light on the values you want your company to uphold.
A new customer base – perhaps you have outgrown your original audience, your company is switching from B2B to B2C or vice versa. When attempting to reach a new audience, your brand should appeal to that audience. What worked for the original audience will likely not work for the new audience you’re trying to target.
New products or services – perhaps your company is preparing to roll out new products or services that completely redefine the company’s current standing. Rebrand to keep your company’s messaging in line with the offerings.
Merging with another company – when merging two or more companies, you will want to design a new brand that reflects the totality of the new company.
These are just a few signs that it may be time for a rebrand. Rebranding could be necessary for many other reasons. If you feel that is may be time for a rebrand, reach out to our team. We love helping businesses figure out what is best for them.
How does rebranding benefit your business?
When major changes happen within your company and/or the market, rebranding may be beneficial to convey new ideas and maintain relevance within the industry. Rebranding can keep your company’s mission and vision relevant to the goals you wish to accomplish.
Branding can make or break a business. Without a good branding strategy, your business will be left in the dust. Our team is ready to help take your brand to the next level. Are you ready to explore the possibilities?
by Amy | Jun 28, 2021 | Creative Services, Digital Marketing, Graphic Design, Photography, Root & Roam Blog, SEO, Social Media, Website
As of 2021, 1.074 billion people are on Instagram worldwide making it the perfect place to sell your products. Instagram has all of the tools you need to get your product in front of the consumer and make them remember it. Selling on Instagram takes hard work, dedication, and marketing skills. This guide will show you how to sell on Instagram.
Set up an Instagram business account
To sell on Instagram, you will first need an Instagram business account. An Instagram business account will give you access to all of the great Instagram business features, including a “contact” button, analytics, sponsored posts, and Instagram shop. Follow these steps to create your Instagram business account:
Begin by creating a new account that does not contain any personal information.
Go to your Instagram page settings, click – Account
Click – Switch to Professional Account
Follow the steps and input the necessary information.
Voila! You are now ready to start selling on Instagram.
Build your Instagram shop
Once your Instagram business account is set up, you will need to set up your Instagram shop. To do this, you will also need a Facebook business page. Create your Facebook business page in two simple steps:
Connect your Instagram business account to your Facebook business page.
Log into Facebook, go to your ads manager, and find Commerce Manager in the hamburger menu. Follow the instructions to upload your catalog.
Your catalog can be uploaded three different ways:
You can bulk upload your items using an excel spreadsheet. You will need to create a spreadsheet and input the item name, description, and price. Then follow the instructions to upload your spreadsheet to your shop.
You can opt to manually input each item into your Instagram shop. If you choose this option, you will need to fill in the required blanks within the shop upload form to upload each item individually.
The third option is to integrate your instagram shop with your ecommerce website. To use this option, you will need to have already set up an ecommerce shop with any of the website platforms that Facebook integrates with. Your options are Shopify, Channeladvisor, Feedonomics, Admixt, Quipt, Woo Commerce, Bigcommerce, CommerceHub, CED Commerce, Data Caciques, and Zentail. The integrate option will automatically pull the inventory listed on your ecommerce website into your Facebook and Instagram catalog.
Once you have created your catalog, you will then need to set up the Instagram shop. Click the shops icon on the left hand side of your mobile screen. Follow the instructions to create the shop. You will be able to organize your Instagram product into categories, choose your shop colors, button styles, and fonts. When you are satisfied with your setup click – save, and publish.
It may take some time for Facebook and Instagram to process your shop for approval. Keep the platform’s bylaws and rules in mind when adding products to your catalog. Once your shop has been approved, your customers will be able to shop directly from your Instagram business account.
Reach your Target Audience and Gain Shop Awareness
Reaching your audience is more than just posting content. Take the time to develop a strategy that shares content that grabs your target Instagram audience’s attention, and pair it with keywords, hashtags, and timing.
Strategically build your Instagram shop awareness and audience with Instagram’s paid and unpaid advertising options. Take advantage of various posting methods such as posting, stories, reels, IGTV, post promoting, and Instagram paid ads to get the word out about your Instagram shop. Devise a strategy for what methods you will use and how you will measure success. Continually adjust your strategy as you find what works best.
Reaching your audience is more than just posting content. Content that grabs the views paired with keywords, hashtags, and timing are what makes a perfect post.
Instagram’s algorithm is designed to show the most recent posts at the top of the news feed. The Instagram insights feature shows you the time and days when your audience is most active. Post your content during the most active time for a better chance of getting in front of a larger amount of your audience and bringing in new followers.
Optimize your Instagram post with keywords
Optimize your Instagram shopping posts using keywords just as you would optimize your website. Keywords are also necessary for your Instagram post to be discovered in a Google search. Research keywords relevant to your niche and use them to strategically plan your next post.
Hashtagging is not just a trendy activity. It could mean the difference between reaching additional audiences who would not discover your business otherwise. When you add a hashtag to your post, your post will appear in that hashtag’s feed. This means that anyone who follows the hashtag has the potential to see your post.
There is quite a bit that can go into your hashtag strategy. A few dos and don’ts when using hashtags in Instagram:
Use just a few relevant hashtags in each post that you upload to Instagram, regardless if your post is in your Instagram feed, a story, or a reel.
Make sure the correct audience finds your posts by ensuring that the hashtags mean what you intend.
Pay attention to the amount of posts within a hashtag. When you search a hashtag on Instagram, you will see the number of posts with that hashtag. If there are a large number of posts, the likelihood that your post will be seen decreases. Instagram’s algorithm currently shows the most recent content first. When many posts are being added to a feed quickly, your post will get rotated down quicker. If you are just starting or are a small business, we recommend using smaller hashtags.
Do not use hashtags that are irrelevant to your post, products, or services.
Create a shoppable Instagram feed
Build a shoppable Instagram feed by tagging your catalog products in your posts. When consumers tap the image, they will be able to follow the tag directly to that product in your Instagram shop and purchase within Instagram. Creating a shoppable post only takes a few simple steps:
Tap Products – find the product in your shop catalog and tag it. If there are multiple products in one photo, be careful to place the tags in the correct place to avoid confusion.
Creating a shoppable Instagram story is similar:
Under links, choose – product
Search and tag the product in the story
Use this method every time you post product photos, and you will have created a completely shoppable Instagram feed.
Let’s sell product on Instagram!
To achieve the results that you desire, everything you do with your Instagram business page and Instagram shop should be strategically planned. Remember to always develop a strategy prior to starting any social media project. Keep your goals in mind and plan your actions accordingly. Selling on Instagram is the way of the future.
Here at Root & Roam, we understand that even with all of the tools available, selling on Instagram can be time-consuming and quite overwhelming. If you have any questions on how to sell on Instagram, we are here to help. Contact us today for more information on our Social Media services. Let’s move your product on Instagram!
by Amy | Apr 15, 2021 | Branding, Creative Services, Event Marketing, Graphic Design, Public Relations, Root & Roam Blog, Traditional Marketing
Here at Root and Roam, we’ve enjoyed almost a decade of supporting one of our favorite clients, Pederson’s Natural Farms. Pederson’s was the first to create a no-sugar bacon and make it available nationally. They’ve grown to 90 employees with dozens more protein products and they continue to grow steadily. From label design to national campaigns, we’ve showcased Pederson’s across numerous channels over the years. Moreover, we have helped them increase revenue along the way.
Recently, they approached us about getting involved on a national level. Although Pederson’s has long supported local farmers and communities near their headquarters in Hamilton, Texas, they became interested in taking that helping spirit and supporting broader needs. And boy were we excited to hear that!
Broadening that giving spirit
Pederson’s is passionate about providing some of the best meat on the market. It’s something they take extremely seriously. They were the first to make a no-sugar bacon available nationally. Since then, they’ve continued creating no-sugar added, non GMO, no nitrite or nitrate, all natural and sometimes organic, no hormones or preservatives…meat (well, you get the point)! They sell great meat. Naturally, working in an industry that provides millions of meals to fellow Americans gets you thinking, and the question arose: “What happens to the people who can’t get natural, wholesome proteins?” That question led Pederson’s to consider doing more to help feed their fellow citizens.
That’s when Root and Roam introduced Pederson’s to Feeding America, the nation’s largest domestic hunger-relief organization. Feeding America works tirelessly to connect people with food and end hunger. And thus, a beautiful partnership was formed!
On April 15, 2021, Pederson’s announced its partnership with Feeding America. Pederson’s pledges to provide 1.5 million meals* to communities through their own charitable donation and the donations of Pederson’s customers through the #PedersonsPrepRally campaign.
In conjunction with this partnership, Pederson’s launched a campaign called Pederson’s Prep Rally to bring diverse communities together to celebrate our differences through people’s shared passion for food. Four influencers from diverse backgrounds were identified to help share engaging content across social platforms all while raising awareness about Feeding America. Diversity is a big part of the Prep Rally strategy. We want to bring different communities together to share their love of food and to support those who need our help in getting quality food. Donation buttons will be on all platforms and websites leveraging the campaign. Together with Root and Roam and all of the Prep Rally influencers, Pederson’s will play an active role in helping to provide meals to those with food insecurity.
The best part about this partnership is that people who donate literally provide meals in their respective zip codes! People can give back and help support their own local communities in need.
How you can help support Feeding America
Pederson’s has provided multiple ways that you can donate to those with food insecurities and help support the great work Feeding America does. Here are just a few ways:
Join the Rally Room! The Rally Room is a membership and subscription-based way to get quarterly SWAG, exclusive deals and meat bundles of Pederson’s delicious proteins. All while donating monthly to Feeding America. It’s part of your subscription! You can find out more about the Rally Room here. https://pedersonsfarms.com/pages/prep-rally
You can also go to www.pedersonsfarms.com and donate right on the homepage! No purchase necessary.
You can also check out Pederson’s social media channels – Facebook and Instagram – weekly to find out other ways you can give to Feeding America. We’ve got you covered there!
And finally, to everyone who participates, we thank you from the bottom of our hearts! Let’s help feed America!
*$1 helps provide at least 10 meals secured by Feeding America® on behalf of local member food banks. Meal claim valid as of 7/1/20 and subject to change.