When RoyOMartin, a family-owned industry leader in wood products, chose a Minnesota firm to refresh its venerable Louisiana brand, it was a clear vote of confidence in our strategic discipline. The process was immersive, beginning with senior leadership planning sessions to fully understand their recruitment, sales and production goals. We listened to their customers, studied their history and product lines, and went to work.
Our greatest challenge was differentiation in a highly competitive marketplace. We moved the family legacy to the center of their brand, with new tagline to set them apart: “Independent. Family-owned. American made.” This informed the entire effort, from refreshed print and digital advertising, to website development and optimization, social media, media relations and other communications, all unified beneath a single brand. The work continues to drive impressive sales and web metrics.