Building a Brand From Scratch
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Myers Poultry
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Building a Brand From Scratch 〰️ Myers Poultry 〰️
Myers Poultry had an identity problem.
While they had owned and operated a successful business for over 30 years, they struggled with name recognition and lacked any cohesive branding. Myers Poultry simply did not stand out among their competitors, who had massive followings and dominated the market. Here’s what I did to get them on the right track.
Social Media
In March 2025, I saw an opportunity to start pushing video content on social media. We were completely sold out of inventory, so I needed a way to continue building interest and engagement, both with current clients and prospective clients.
When I started in October 2024, our Instagram account had just a few hundred followers and no engagement. I built and launched a TikTok and Instagram strategy from scratch, achieving over 1M+ combined video views and 450% growth in profile visits in under three months. From March to June, I grew our Instagram following by 243%, and increased our reach by 10,591%. Our TikTok was launched May 29th and has seen impressive growth, all of which is completely organic. Many of our new followers are homesteaders, farmers, and hobbyists in the community, effectively expanding our reach and visibility to our target demographic.
Why was it resonating with our audience? Many creators in the industry post content that is highly aspirational. I wanted to bring a level of honesty to the platform that I wasn’t always seeing. I decided to do a mix of niche content, as well as memes that would be appealing to wider audiences. Whenever possible, I also try to incorporate educational aspects to my videos (see “baby turkeys are dumb”).
An overview of our Instagram engagement from the end of Q1 through Q2, and TikTok performance spanning mid Q2 into Q3.
Meta Ads
Myers Poultry had been relying almost exclusively on word-of-mouth and print ads to reach their audience. These options were great for reaching their Amish clientele, which is a huge part of their base. However, we wanted to reach a wider audience with social media ads. We published highly engaging Meta campaigns that saw incredible results, with a CTR anywhere between 9 to 18%. Our ads were so successful, we actually had to pause them, as we couldn’t keep up with the amount of orders we were receiving.
Catalog and Print
The first order of business was to revive the Myers Poultry catalog, which hadn’t been printed since 2020. In previous years, it was created using a Word document; the design and photography hadn’t been a major focus. Working closely with the graphic designer, we set out to create a catalog that was both visually engaging and easy to navigate, highlighting key details about each breed in a concise format. In addition to the catalog, we produced flyers for direct farm outreach, and ran ads in publications that are read by our target audience.
2025
2025
2025
2020 catalog
Merchandise
Myers Poultry does not offer any merch, which is an area where our competitors are very strong. I wanted to create something small, simple, and inexpensive to make that was highly unique to us.
A few of our competitors offer stickers, but many of them appear to be AI generated or bulk purchased from other vendors. I designed and drew these by hand, and then had my sister custom print them for us. I made them breed specific (because chicken people love certain breeds, just like people who have an affinity for specific dog breeds). I also wanted them to look a little unpolished and homemade; part of my vision for the brand is to make us feel approachable and down-to-earth.
This is an item we can now hand out for pickup orders, or bring to industry events as a unique and memorable giveaway. The stickers not only strengthen our brand identity, but create a personal connection with customers, which is something we have been lacking.
