Speak to People Like People

27 January 2011 / Jay Dingwall

We work with small business clients sometimes. A common trend we see – small pretends to be big to try and impress potential customers/stakeholders. Who knows, maybe they do it to impress themselves. It’s very common to try and talk up your smarts, expertise, or contribution to your clients by using technical jargon and big words. Hell, I was even guilty of it when we started as a company. The never-ending need to justify is always there, but is it right to bring to the forefront?

Watch the company in the video work with their “small business client” to explain the importance of using real words instead of industry jargon.

The important thing to note is that small businesses are learning that “brand” is not just their hard materials – it’s about everything in their company. The brand is what people think of you, so use you should use your chance to speak to customers, not speak AT them. Cut the crap – be real.

We’re working with some great small businesses now that do great things. Fortunately, we’ve been able to show them the power of speaking in real terms to their customers. That works in building trust, and which is paramount…er… the most important characteristic a customer can have with your brand. Trust builds relationships. Go out and build relationships.

Be real.

Jay

Ice

28 October 2010 / Ryan Joseph

My conversion to belief in the Ice Awards, somewhat :)

My name is Ryan Joseph. I’m a Cape Breton boy and Creative Director/Principal of Famous Folks, a creative communications shop in Halifax and Toronto.

I’ll kick off with my thoughts on the Ice Awards, which I attended for the first time this past weekend.

I used to be opposed to all awards unless they were based on results. I’m not much interested in great but self-serving creative. (You know. The crazy ads for the hot dog stand and the like.) But I’m glad I attended this year’s Ice Awards for a number of reasons. Watching all of the winners and the people behind it was inspiring and I was happy to see some of the awards were about results.

I am constantly on the look out for ideas for our clients. What do we do next? How do we continue creating results-generating work? How do we hire and keep the best people to live and grow our brand? The Ice Awards helped answer some of the questions that race through my mind daily. I met a group of knowledge industry leaders, fearless clients, and the hottest creatives.

Famous Folks submitted four items and won gold for Solas Naturals and silver for Glen Breton, both in the packaging category. (Not bad for our first try.) To put on my neagative hat, we thought we’d win in the identity category for our Cape Breton University Athletic Department logo that contributed to $1.3 million in PR value and sold out merchandise at the AUS and CIS.

But the judges didn’t fancy it. It was disappointing, but that’s how the cookie crumbles.

See what next year unfolds…