Zingerman’s Cornman Farms opened in 2014, transforming an 1834 Greek revival farmhouse in Dexter, Michigan, into an award-winning event space and working farm, guided by the creativity of founding chef Kieron Hales. It is a unique part of the Zingerman’s Community of Businesses, and one with its own flavor, rather than folding into the well-known Zingerman’s aesthetic.

The Cornman Farms team sought guidance on establishing effective and comprehensive brand messaging to interweave the brand of Zingerman’s with Chef Kieron’s vision for Cornman Farms. The Your People team reviewed existing marketing materials and web presence before facilitating team workshops toward establishing corporate values and cohesive messaging to take the brand forward.

Owning Your Brand

For three months, Your People led half-day branding workshops. We led the Zingerman’s Cornman Farms team in discussion, writing, and brainstorming their ideal brand identity. Our work together culminated in the development of key messaging for this client, including boilerplate, tagline, key messages, brand positioning statement, a master creative strategy, and guidance on media relations and social media plans.

Core Components of Branding Workshop:

• Exploration of the history of Cornman Farms and its role within the Zingerman’s Community of Businesses
• Story & messaging analysis
• Clarity on the Cornman Farms brand
• Team-directed SWOT analysis

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