17: Shifting Narratives and Championing Diversity in the Equine and Agricultural Industries

Jun 20

Abriana Johnson, founder of Black Unicorn Creative, merges her expertise in brand strategy with her love for horses to empower businesses and individuals alike. With a background in Animal Science and Health Sciences, she's not only a visionary in the equine and agricultural industries but also the creative force behind industry-transforming brands Cowgirl Camryn and Black In The Saddle. As a podcaster and speaker, Abriana champions diversity and creativity, crafting impactful narratives that connect and inspire.

Abriana joins the Raising the Barn Podcast to talk about the shifting narratives within the equine and agricultural industries and how she’s building a community of “Barnyard Besties.”

Some of the questions we chat about:

What is your connection to agriculture?
What was your inspiration behind Black Unicorn Creative? Where did you see a need for your expertise in the equine and agricultural industries?
What are some of the challenges that your clients are experiencing and how are y’all overcoming them together?
Where did the idea of Cowgirl Camryn originate?
It’s funny, you are now the third or fourth podcast guest that has written a children’s book or series of children's books. What was that process like?
We talk a lot about how successful farmers and ag business owners are successful in part because they’re able to turn customers into a community. You’ve coined the term “Barnyard Besties” and worked to create a community of brand champions. What benefits can you see from building the Barnyard Besties community?
What’s one thing that you wished consumers knew about either the equine or ag industry as a whole?
Can you share a little about Black in the Saddle?
Farming is all about balance because as farmers and business owners, you’re constantly being pulled in different directions. How do you balance Cowgirl Camryn and Black in the Saddle and your brand strategy business?
You also have an ever-growing portfolio of speaking engagements and podcast interviews. What advice would you give to someone who is interested in finding guest speaker opportunities or even opportunities with the media.
Marketing is always evolving and as marketers, we know that what worked yesterday might not work today. How do you measure success for yourself and/or your clients? How do you stay on top of the latest trends?
What’s on your marketing plan for 2024?