Brand Identity Grows Waffle from Early Startup to Maturity
Waffle Social was a social media technology startup that had developed an embeddable web app for syncing and showcasing select social media posts on a website.
As brand editor, Salem Roberts was initially brought in to work directly with CEO Wesley Belden on their company landing page.
That work turned into video work which then blossomed into Roberts receiving the title of Creative Director.
Within two years, Waffle went from beta testing to sellable and being the featured social media partner for Emma’s Marketing United conference, embedding all of the events social media into their web app.
In his role as Creative Director, Roberts was charged with creating a unified brand identity across all digital and physical properties, digital marketing, communications, print collateral, live events, filming, and web app user experience.
This included the oversight and management of all marketing interns, as well as the coordination of any brand or marketing updates between executives and developers.
Email marketing was the most influential driver for website traffic and organic content marketing was the key differentiator for ranking high in search.
Waffle ranked so high on the first page of Google that they began receiving calls and emails from Waffle House job applicants who had simply clicked on the first website.
