Root + River’s goal is to guide defiant leaders to scale their brand around their mission. With a clear mission in mind, a new book being released, and an extensive portfolio of clients, they needed their social media presence to reflect all that they’d achieved. Sometimes it is easy to forget to tell your own story when you are busy telling everyone else how to do just that. We worked with Root + River to create consistency in their social media presence, utilize and expand on their existing branding, and increase reach, engagement, and website traffic.
Consistency is key.
Root + River’s founders each had strong personal brands, but that didn’t translate over to the company’s business pages, which hurt their credibility. We created a strategy to post regularly using content from both of the founders to ensure a presence that fully encompassed the experience provided by their services. This more consistent touchpoint led to overall increased reach and engagement on their content as well as increased traffic to their website. It helped round out their brand presence and communicate their values while also promoting webinars without feeling too aggressive.
Sound the part.
Their brand voice was already well established before we started creating content for them; however, it was not clear what writing structures, phrases, and habits made their voice feel like them. It was imperative that we preserve the voice as it was, especially as it was representative of the two founders and they had specific ways they talked about their values and brand. I dug into the details of what made up their brand voice and discovered many defining characteristics that were utilized throughout our time creating content for them. I then used these when creating their content moving forward to ensure continuity.
Look the part.
Root + River’s visual branding was present on the website, but less so on their social media platforms. We created new branded campaigns that used both their own words and visual branding. This helped establish a consistent look and feel to their content that had been lacking. We also encouraged incorporating one of the founder’s art in the posts to bring a unique look and more personality to the content.