Farrisilk Brand & Content Consulting
Branding | Marketing Strategy | Copywriting | 2024
The Problem
Family-owned specialty business Farrisilk wanted to establish a clear brand identity and implement new marketing tactics to support its new generation of business leaders who want to evolve the brand to reach more modern customers.
How can Farrisilk stay true to its origins while modernizing and appealing to new, digital-first consumers?
My Solution
Define and establish Farrisilk’s mission, vision, values, voice, and visual identity.
Write email and website copy per updated brand positioning.
Develop a sustainable email marketing flow program to reach out to new accounts and re-activate old ones.
My Strategy
Blend history with modern values: Farrisilk’s 30+ year history is a crucial part of its story that needs to be integrated with modern marketing practices such as a brand book.
Lean into premium positioning: High-quality and custom-designed products are at the core of Farrisilk’s offering. Rather than aiming to speak to all customers, I leaned into Farrisilk’s premium positioning to focus on a smaller, but more engaged audience.
Develop a scalable, sustainable marketing plan: With a small family team, Farrisilk doesn’t have the ability to constantly be in touch with its customers and sell to them. I created 2 email flows for Farrisilk: one to help them activate new potential customers in their industry and one to engage current customers by announcing their new 2024 collection.
The Results
Created a detailed brand book to outline mission, vision, values, voice, and visual identity.
Revamped website and email copy per new brand guidelines.
Launched 2 scalable email flows ahead of Farrisilk’s largest trade show.
85% response rate from previous customers in re-engagement flow
75% response rate from new customers in targeted cold outreach flow
