Your journey with brand strategy, messaging, and structured content in a plant- or land-based business

Brand strategy, messaging, and structured content for land-based businesses…it sounds like a lot, but it layers into a single plot that supports real growth. Taking this grounded approach to marketing benefits you as someone who values practical pursuits in the natural world.

Otherwise? Your content is disjointed, lacks clarity, and loses the viewer’s interest.

Do you want to grow your passion through a realistic outlet as a profession or side gig? To get there, you’ll need specialized marketing skills and tools.

You might think of snazzy graphic design and clever writing. And that works for many businesses. But here, we’re talking about the people who want to build structurally sound businesses that last. People who like the hands-on grit more than the trends. For that, you want foundational marketing.

Foundations marketing:

• Start layering with brand strategy. If content isn’t firmly aligned with your values, voice, and vision, you have scattered, uneven marketing. Back up. CLARIFY and DEFINE who you are, who your audience is, and what you want to accomplish.
• Then messaging. Once you have the “forest through the trees” view on your brand, then you can decide how you’ll ARTICULATE your brand, so the language across content will deliver a CONSISTENT message.
• And last, the content. The “practical tactical”. You’ve done the strategy and bridged it with messaging, so the content can do the groundwork. Writing and design, when united to each other and the vision, connect with your audience.

Resources to build on your own or have a partner

Are you a business owner or marketer in a plant- or land-based industry?

Everything I do involves strategy, messaging, and longer form content, and aligning my communications perspective with a biology and agriculture education. This helps businesses grow by guiding audiences, building rapport, and prompting action.

Say you run a horticultural business. You know the plant care but not the marketing, or you know the marketing but lack the time to fuss over it. After all, it takes time away from the actual business you love.

Do you have the time and experience to:

1. Create an effective strategy around your audience’s needs and your offer
2. Write informative yet intriguing content that taps into a problem
3. Produce an impactful design to attract readers and support your message

And do so in a way that compels action?

No? Neither do many professional writers and designers. That leaves critical gaps in your marketing system.

Do you not have an ecological business but want a life that integrates your love of the outdoors into a successful outlet? Turn your nature hobby into a side hustle.

Perhaps you love outdoor adventures, be it mountain climbing or writing about the experience. You want your favorite activities to integrate into a business or find a nature-y alternative job that will also leave room for your hobbies.

Like a business, you’ll need to produce something other natural world enthusiasts will value. You will need to guide them, build a relationship, and encourage them to act.

You will need to learn how to:

1. Define what you are: Your style, your audience, your tone, and make sure you’re unique enough to stand out
2. Create a product or service that you love and that an audience needs enough to pay for
3. Take your understanding of the above to craft a plan that can make it happen
4. Produce marketing materials with a consistent look and message through the right channels to reach readers

In that case…

And of course, if you’re just curious about strategic thinking and ways communication can be used in industries that work with the land, you might find this place an interesting hub.

Scientists can always learn more about communicating to a wider audience. Artists sometimes want to bridge the creative, technical, and social worlds. And some people simply love to learn about any cross-section of the natural world.

Getting Gritty

Nature lovers aren’t just the hippie stereotype. Many of us want to achieve our ideal lifestyle in the least painful, yet most practical path forward. We want to be realistic, but still live our passion.

And why not?

That’s what I focus on here. I’m a communicator who will never let go of my nature-related loves. I may not be living the dream as a field ecologist with a solid research excuse to travel the world, but I can focus on people who are “in the field” in some capacity.

Nature Lifestyle, Done Practically

If you want the resources on strategy for land-based businesses to help you on your journey and actualize your work and lifestyle dreams, those resources will be here. Or we can discuss your business and see if we’re a good fit, and I can handle the marketing for you.

Either way, I hope this site will be useful and inspiring to you, and you have a noteworthy, successful journey.

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