Redefining a Mixed Message in our Brand Messaging Case Study

Industry:
Farm Raised Fish

Location:
Wisconsin, USA

Tackling a stigmatized commercial narrative with heart, grit, advocacy, and transparency.

Services Provided:
Brand Messaging
Written Content

Two screens showing Rainbow King Food article, 'Small Batch Trout Farming.'

Problem

Brand messaging case study

Nestled in the plush midwestern landscape of Wisconsin there is a rebellious startup brand in the fish industry that’s redefining the idea, philosophy, and school of thought surrounding farmed fish. Rainbow King Foods had built a gutsy visual brand rooted in Viking heritage to take a bold stance against commercial fishing and provide a sustainable alternative via farm-raised rainbow trout.

Problem was, the messaging was jumbled, making it hard for this gutsy startup to gain traction.

List of branded vs non-branded terms for Rainbow King Foods

Solution

To create cohesive messaging, we first needed to clearly define the brand’s customer personas. As a startup, we had to dig beyond short-term analytics to discover the ideal customer personas the brand wanted to attract.

We did this by looking at regional demographics, buying patterns, and competitor data. With our personas clearly defined, we built an entire language around communicating to these demographics. We conducted an in-depth analysis on the culture and philosophy of farm-raised fish, compiling our findings into a 26-page report which informed the brand guidelines.

Using research and data to strategize the best communication strategy, we equipped this rebellious startup with the tools to attract a loyal customer base. Above all, we helped the brand embrace and redefine the stigmas of farm-raised fish. We reinforced the new messaging with educational blog posts to drive home the message.

Bijan Jalali Rainbow King Foods

"Lyon Content provided a solution for approaching a big task for scaling our brand. The mass consumer market says that farm-raised fish is no good: quite the narrative to counter! Christina and her team researched thoroughly (beyond expectation), and crafted a strategy that made me as a founder feel like my marketing vision now had the tools to deliver messaging that fits our brand’s positioning and segmentation. Thanks to Lyon, we can approach content with guidelines for a brand voice that's clear, impactful, and targeted towards our audience."