No, You Can’t Skip This Part: Why Brand Investment Matters in Seafood
When you hear “brand investment,” it can sound like a nice-to-have after sales, margins, logistics, and everything else are running smoothly.
Spoiler: It’s not an afterthought.
Even if you haven’t been intentionally investing in your brand presence, others are noticing it and it is, whether you realize it or not, impacting your numbers–for good or ill. In the seafood industry, where trust, transparency, and connection are everything, your brand doesn’t begin and end with a logo or label.
What you present of your brand to your audience, and how you do it, is your anchor. And if you want to build lasting loyalty with buyers, customers, or communities, you can’t skip the part where you actually build it.
What does Brand Investment mean?
Brand investment is the thought and intention you put into your brand identity, presence, and strategy with an eye on the long term. It means building an ecosystem that grows with you where every element, from your website to your trade show booth to your newsletter, tells a connected story.
But before you can map where you're going, you need to know where you are: Are you just starting out and need to establish your brand identity? Are you ready to refine and strengthen your foundation? Are you expanding and need to scale your messaging to new audiences?
Wherever you are, it’s about seeing the full picture, knowing what needs to be created, updated, or adapted, and moving the pieces together strategically.
Here’s what brand investment looks like in action, and why it matters at every stage.
First… Shape Your Story
Before you design a logo or build a website, you need to know what you're standing for. Mission, Vision, Values, and Messaging are where it starts; It’s the deeper WHY that invites people to care about more than just your product.
Example: A shellfish farm on the might craft a mission around restoring local waters through regenerative aquaculture, and a vision where “every plate tells a story of community resilience and clean oceans for future generations.” That emotional connection becomes their true competitive edge.
Then… Build Your Guides
Once your story is set, it’s time to bring it to life visually and vocally. Your Brand Voice Guide defines how you sound — are you rugged and salty, or polished and innovative? This also depends on who you’re talking to, so knowing your audience is key. Your Visual Guide nails down your colors, fonts, photography and graphics style, and overall aesthetic, so your brand shows up consistently across every platform and interaction.
Example: A small wild Alaska salmon company might decide they’re rugged, honest, and fiercely local. That’s reflected in misty ocean blues, hand-drawn graphics, and a tone that's proud but approachable. Every future post, label, and pitch pulls from this foundation.
After That… Build Your Home Base
Now you’re ready for your Owned Assets. These are the parts of your brand you fully own and control online. This means a strong Website and a growing Mailing List. These are your brand’s anchor points. They don’t depend on social media whims or shifting trends–they’re yours, solid and lasting. Your mailing list can come later, but a searchable, mobile optimized website is non-negotiable.
Example: An international shrimp company that invests in a clean, intuitive website with clear sustainability messaging builds instant credibility with buyers, importers, and consumers. They double down with a mailing list that shares human driven stories of positive impacts they make in the communities they work in. This connects potential partners to the heart-led side of the enterprise before a single meeting or sales call even happens.
Then You… Capture the Moments
Visuals are what make your story real. Investing in a professional quality Photo and Video Library that reflects your brand guides gives you the opportunity to create freely in the future with a robust archive of imagery to pull from. Whether that's sweeping shots of your working waterfront, behind-the-scenes moments on deck, or beautifully plated dishes ready for service, they show your quality, personality, and values before a single word is spoken.
Example: A tinned fish startup could invest in modern, vibey, editorial-style product photography and short behind-the-scenes videos that show their sourcing and production process, giving customers vivid, visceral reasons to trust and choose them.
And Now… Join the Conversation
Social Media is where your brand moves into public conversation. You don’t have to be everywhere, but you do need to show up somewhere with consistency and clarity. The more intentional your presence, the more your brand stays top-of-mind.
Example: A boutique kelp brand might lean into Instagram with a mix of recipe inspiration, beautiful farm scenes, and quick hits of ocean science — building a following that doesn’t just like what they do, but believes in it.
Finally… Make It Personal
Engagements are how you get face-to-face with your audience. Trade shows and conventions if you’re B2B focused. Events and festivals if you’re for the seafoodie fans. Partnerships with chefs and influencers that align with your story (circle back on up to point #1) and will enhance your visibility with an audience that is already primed to see your product. These create real-world experiences that pique interest and make your brand unforgettable.
Example: A community-centered oyster farm could team up with a local brewery for a pop-up bivalves and brews night. This gives people a direct, delicious opportunity to experience their products and participate in the community spirit that their brand stands for.
Brand Investment = Business Ecosystem
All of these parts — your story, voice, visuals, website, social presence, and real-world engagements — work together to create your marketing ecosystem. How you move the pieces depends on your goals, resources, and strategy, but none of it works if the foundation isn’t strong.
At InnaSea, this is the work we love. Helping seafood companies build marketing ecosystems that are smart, resilient, and ready for the long haul is our love language. Whether you need support with storytelling or strategy, visuals and voice, or all of the above, we’re here to make it simple, intentional, and built to last.
