Ballerina Farm’s Brand: Part 2
In Part 1, we looked at Ballerina Farm’s recently relaunched website, but if you’re new to their brand then you’re probably unaware of who or what is Ballerina Far. In Part 2 we’ll take a little bit deeper look at their brand and what they’ve built over the past 10 years.
The media coverage of Ballerina Farm tells various depictions as to who they are and what the company is, but you don’t really need to look anywhere else other than their own social media and website to know that Ballerina Farm is a family owned full-blown e-commerce company that sells home grown beef and pork product, home goods, and baked goods to their loyal consumer base. They’ve even leverage social media to help tell their own story and bring followers along as they continue to build their business and share a glimpse into their lives in Kamas, Utah.
With a staggering 2 Million followers on their YouTube channel and over 10 Million on Hannah Neeleman’s Instagram + another 650K on her husband Daniel Neeleman’s account, they’ve certainly built quite a following for their company. Now, I’m not gonna discuss the different aspects as to why people do/do not like their brand, but what I do want to cover are all the different aspects of their bigger brand.
WIth a large social media following, an e-commerce site, and a YouTube channel that pulls back the curtain on their day to day lives, the husband and wife team behind Ballerina Farm have certainly grown their business from a smaller farm, to a legitimate operational business that millions of people show an interest in. Interestingly enough, their brand revolves around who they are as people… Ballerina Farm is an ode to what Hannah is and use to be, a Ballerina, while acknowledging what Daniel’s passion was to be, a Farmer. Their collaboration as a husband and wife team is, I believe, a critical aspect of what Ballerina Farm is, a husband-wife team that has, together, grown a business from the ground up. Their modest looking, farm house style life, has also played a part in the aesthetic look of Ballerina Farm. Though I’d assume that living on a farm across dozens of acres in rural Utah, would lead to that aesthetic.
The original intent of providing pork and beef options as a direct to consumer business model is an easy business to add supplemental categories onto. Now, I’m sure it’s not entirely “easy”, running and growing a business in general is very difficult. What I mean is that their business model allows it to be easier to add new categories on once the original direct to consumer idea is fully functional. They’ve added home goods, baked goods, and if you follow their YouTube channel you’d know that dairy will be their next category extension.
Seeing this brand grow and change over the past few years has been quite an interesting journey as a follower and consumer, and is a reminder that as a Marketer, those of us who fall into that category can find great resources in regard to branding when we simply look at the products we purchase on a regular basis.