Tarter® USA was founded in 1945 as the Tarter Gate Company in Dunville, KY. Using only hand tools, the Tarter family made 32 wooden gates weekly in the Bluegrass area in what would become the company’s signature product line.
Currently, the fourth generation of the Tarter family oversees what has become the largest manufacturer of farm gates and animal management equipment in North America. Established brands like Tractor Supply Co, Lowe’s, and Home Depot make trusted Tarter products available nationwide.
Building a business that has lasts for over 70 years while still ascending for the future is rare. Doing so while keeping the company under family ownership is extraordinary. Tarter products have been made for and by hard-working generations. That effort has translated to Tarter becoming a lasting part of the farm and ranch landscape today and integral resource for tomorrow.
In some cases, rebranding can be viewed as a solution to deficiencies in the overall business or purely for exposure. While we feel neither is wrong there should always be a sound rationale behind making a change. Often the best time to rebrand is when you’re at the top of your game. The brand equity Tarter has built with their audience over 70 years has allowed for a smooth transition to a brand platform that sets the stage for the next evolution of the business and audience.
Modular branding is vital when applying to products, physical settings, signage, and advertising platforms. The Tarter brand is seen through over 1,000 products online and in retail stores creating scenarios that require multiple usage solutions, The design of the brand system allows for elements like the wordmark and icon to be locked up together or broken apart, making it adaptable for numerous ratios and spaces.
The Tarter rebrand process required a heavy emphasis on how the design complements the overall brand narrative and audience. This allowed the visuals, regardless of medium, to be used in tandem with messaging in consistent arrangements, improving the retention rate for consumers.
Guidelines to ensure consistency across the point of sale locations, products, and marketing platforms are vital when installing a new brand system. Bringing the Tarter standards online via a custom-developed site in addition to print makes improves accessibility by marketing teams, vendors, and retailers alike.
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A significant degree of science is behind the interaction of a building and its visitors. Distance to typography size ratios, line-of-sight placement, cognitive patterns, physical barriers, and design simplicity are just some considerations when building a functional way-finding strategy.
When navigating a space, visitors look for three keys: information, engagement, and efficiency. How each of those aspects is delivered is where the psychology behind user habits comes in. Information is always the primary focus; providing clear and concise directions to destinations and features is necessary for the user experience. However, it can quickly become a negative visit when visitors are left in limbo and frustrations grow over navigation. These experiences, both positively and negatively can have a direct impact on your brand.
Many tend to think inspiration is not a central need in non-retail spaces. We tend to believe the opposite. Retail requires quicker decisions and navigation. The visits are shorter in time, and the reasons for visits are less broad than those in an educational or municipal space. Engaging with audiences in spaces with repeat visitors and frequent functional needs is where your brand can play an important role. Your brand story and why it matters to the viewer should be prominently displayed in thought-provoking ways to capture imaginations, build offline awareness, and, ultimately brand ambassadors.
The ultimate goal of this experience is guest retention. The odds of gaining an audience and getting them to engage with you again via future visits, social media, purchasing, or referrals depend on your connection with them. Way-finding and brand implementation are great opportunities to showcase your care and concern toward your audience. There are also opportunities for interactivity via technologies beyond traditional signage. Digital signage, mobile device interactions, and social media opportunities can elevate viewer engagement.
The experience of getting from point A to point B in a building should be much like navigating a website, efficient. As we all navigate online experiences, they can quickly make the process of absorbing content or making purchasing decisions either smooth or mentally taxing. Now think about your space as if it’s a website; when visitors can get where they need to go quickly, it increases the odds of positive referrals and return visits, or they can get stonewalled. Their brand interaction with you can become harmful.
Strategies to incorporate properly placed visual triggers and clear communications along every path of a visitor’s journey can ensure their visits are efficient. When visitors feel unencumbered with their ability to navigate a space, it decreases the chances of frustrations and confusion when they ultimately reach their destination or interaction. The speed at which we all consume content in media these days is breakneck; we scroll fast, click fast, and type fast. These are the same audiences in your space; keep up with them.
Below are some insightful articles on branded environments and way-finding effects on visitor habits and psychology.
Saint Emblem seeks an insightful, diligent, and organized Marketing/Communications Strategist to generate effective promotional strategies for our clients and agency.
The Marketing/Communications Strategist is a hybrid role, also requiring proficiency in managing creative projects, campaigns, and client objectives. This individual will be task-driven, responsive, and take an assertive approach to problem-solving.
To succeed in this role, you must be able to research consumer and client metrics, translating this information to Saint Emblem branded campaigns. The Marketing/Communications Strategist is primarily an idea-generating position within a creative agency, making the ability to bring unique and tactful thought to the table key.
About the Agency:
Saint Emblem is a small team based in Chattanooga, TN, specializing in brand and marketing strategy. Our philosophy is that great brands are created with a story-first approach, understanding the client’s and audience’s mission and goals before ever putting pen to paper or pixel to screen. We push ourselves daily to deliver tactful solutions that take an extra step in the creative process, providing an elevated result our clients may not receive elsewhere.
Statement of Diversity:
Saint Emblem may be small; however, we think big in many regards. This is seen in a universal process of creative collaboration, no matter the size or theme of our clients. Our team’s creativity is best harnessed when the diversity of people and their thinking is embraced, regardless of ethnicity, sexual orientation, gender identity, religion, cultural beliefs, or physical/mental capabilities. These agency ideals are reflected in a spirit of equality, empowerment, and respect for those we work for and with.
Branding is all about fostering a connection with a message and, ultimately, the people behind it. We believe these connections can be generated or followed by minds of any background, providing a platform for all to feel welcomed.
Salary and Benefits: