I speak for both us when I say we’re looking forward to the day when we can visit many of the drool-worthy destinations featured. 

How we helped

• Brand strategy
• Story development
• Brand visuals
• Brand voice
• Copywriting
• Website design and development 
• Business cards
• Marketing collateral 
• Social media

See more work on The Luxury Travel Agency website>>

The post Well travelled: rebranding a luxury travel agency appeared first on Not Your Average Jo Communications.

Brand has a meaning in the minds of your clients, fans and the public that goes far beyond functionality. Part art and part science, brand is the intangible yet visceral impact of a person’s subjective experience with a product or service.

Successful brands build emotional connections

Our goal when building brands for clients is to create a foundation that emotionally connects with and compels a client to take action.

Recently, we had the opportunity to differentiate a well-known local brand and leader in Calgary’s outplacement and HR market.

The Alberta economy, our workplaces, and the job market have changed and continue to change dramatically. Given this level of upheaval in our provincial marketplace, impact on careers, and new offerings by Toombs, the team asked themselves and their clients if their communication and identity reflected the firm they are today. The answer was no.

So they embarked on a strategic process to properly reflect the Toombs of a new decade.

While some things about the firm are changing enormously, and others – like their commitment to human-to-human interaction, to building relationships – will always stay true. We knew that this personal connection had to shine through. But, we also wanted to showcase their high tech tools alongside the high touch coaching. So the Toombs Online Academy was born as part of the new brand.

We knew it was important to share the absolute brilliance and dedication of their team. A team that metaphorically puts on their running shoes every day to achieve clarity, to breathe new ideas to life, to achieve incredible career transformations with their clients – despite the hurdles we as Albertans face today and for the foreseeable future.

We learned quickly about the value the Toombs coaches bring to people who are often at their most vulnerable after experiencing job loss. With deep experience and extensive education in the field, their team brings smart thinking, carefully crafted tools and intuition to play when working with clients. Their corporate partners also know they can turn to Toombs at a moment’s notice to handle their most important investment—their people—with the utmost care and attention.

Our challenge was to shine the light on how Toombs has implemented new technology, yet retained a personal touch through the power of human connection. Through this, they guide, motivate and empower those in their care – and see better results, faster.

How we helped

• Research
• Brand strategy
• Story development
• Brand visuals
• Brand voice
• Copywriting
• Photography direction
• Website design and development 
• Business cards
• Marketing collateral 

New identity

Their new look communicates their commitment to clients. The signature is a bold statement that speaks to a personalized approach and human connection. Modern and minimal, the signature script also stands for a new way of doing things.

We paired the signature with a bold black and yellow. This highlights that while they stand for new ideas, they also stand out and help clients do the same in a busy market place. The gold brings panache, a symbol that shows they will take them good places, places where they are poised to succeed and build strong and inspiring new worlds. We created a stamp to accompany the full brand signature.

Finally, they were also celebrating a major milestone in the business world: a 30 year anniversary. In recognition, we designed a celebratory stamp graphic that pulled in the “T” focus from the main signature.

Photography direction

New corporate photos captured the essence of their team with both warmth and professionalism.

Marketing collateral

Website transformation

Take a look at their website to see more on their brand transformation and valuable services.

With record high unemployment in Alberta coupled with touching reviews from past clients (“You were my life raft in the sea between uncertainty and possibility. Your support and advice were so valuable to me.”), we learned the value of this company to so many people and were honoured to be part of the brand transformation.

A brand and web project by partners BlackcoffeeStudio.com & NotYourAverageJo.com.

The post Transforming a brand in the business of career transformation appeared first on Not Your Average Jo Communications.

A brand and web project by partners Blackcoffee Studio & Not Your Average Jo

Dorian and Hayley Medlicott came to us in need of a brand that would tell the full story of their mountain lifestyle homebuilding business. The pair firmly believe that when it comes to building homes, business is personal. They know that while they are building luxurious homes and vacation retreats in the Canadian Rockies, they are also building lifelong relationships with the clients they serve. 

Our Approach

We started our brand strategy process by digging into what is special about the Medlicotts. They recognize that a home is not a simple business investment—a home, particularly a vacation home, is a place of comfort and ease. It is where we experience life’s precious and memorable moments.

From there, we did a competitor analysis and drafted a strategy that would set Beacon Mountain Homes apart from their peers. From their love of home, to the sophisticated cost estimating system they employ, to the beautiful homes they build, we captured the essence of the company and created a fresh and memorable brand.

Beacon Mountain Homes was born. The name is a nod to the founders’ Welsh heritage and Wales’ famed Brecon Beacon Mountains. While the new identity highlights their heritage, it also shows their love and understanding of the Canadian Rockies and the families who live and retreat in the communities along the Bow Valley.

How we helped

• Brand strategy
• Company naming
• Story development
• Photography direction
• Brand visuals
• Brand voice
• Website design and development
• Business cards
• Marketing collateral
• Social media

Brand Pillars

1) Business is Personal
While other builders want to be recognized as leaders by their peers or their industry, Beacon’s priority and passion is to excel at building client homes and relationships. The founders thrive on the interaction with people and, at the end of the day, if their clients are happy, they are happy. ­

2) Security of Budget and Build
At the core of Beacon’s philosophy and success is detailed planning and cost management. Unlike builders who proceed without professional pre-construction planning, the Beacon planning process employs a sophisticated cost estimating system to calculate the best, fixed price possible for the client. They follow best practice and provide a fixed price model that major professional construction institutions, without exception, recommend as the most cost effective delivery method for almost all building projects.

3) Family Legacy
When families entrust Beacon to build a mountain escape, they are looking for a beautiful end result. And of course, Beacon promises that—and more—because they understand building family legacy homes. Beauty starts with exceptional planning, robust building practices, and a team that’s understands precision. They know mountain home finishing touches like great walls of windows, wood burning fireplaces and timber beams need extra care and attention to ensure that function meets form.

Brand Identity

We developed the Beacon brand as a Celtic knot symbolizing love. Working with Beacon means you feel loved. It’s like being pulled into a cozy Welsh CWTCH, a very special kind of cuddle. (And yes, for those of us who don’t speak Welsh, there’s no vowel in cuddle for them!)

Website

With the personal commitment combined with highly professional approach as our north star, we built a category-leading website that’s on brand, easy to navigate and well positioned for content growth. BeaconMountainHomes.ca is tailored so that users can quickly and easily see approach, get questions answered and view portfolio of work experience—all mobile friendly, of course.

Business Cards

LinkedIn

Focus on Client Testimonials: letting their work speak for itself

Beacon clients perfectly articulated the wonderful experience of working with the company. That’s good for word of mouth referrals and it confirmed the path forward for building out the brand.

The entire building process from beginning to end was enjoyable and, from our perspective, stress free. We ended up with a beautiful house, on budget and in the timeline we’d been given. I would not hesitate to work with him again in the future.

Dr. Holly Workman

Success

“Jo and Shannon are a marketing machine! They came highly recommended for a rebrand of our building business. What a success it was. They have an exceptional team each with specialist expertise coupled with flair and imagination. But what sets them apart is their uncanny ability to listen and build a story around the individual personalities. Their process is extremely professional but hugely enjoyable. The team makes it fun whilst sticking to a pre-determined schedule. Our business has been transformed more than we could ever imagine and we couldn’t be more grateful. We plan to use them for our ongoing marketing needs and future projects.”

Hayley & Dorian Medlicott

Interested in talking about how we can dial up the impact of your brand? Get in touch->>

The post Bringing the mountain living dream to life appeared first on Not Your Average Jo Communications.

A worldwide epidemic has coined many phrases that have become both strangely commonplace and tired: let’s Zoom (really, again?); pivot; unprecedented (for us, yes, for the planet at large, no); uncertain times; decision fatigue; we’re all in this together; social distancing; now, more than ever; the new normal—the list goes on.

Physician Sense, a lifestyle blog for healthcare professionals, includes their take on yet another overused phrase: better together.

Better together. Are we though? We think we’re better apart. At least 6 feet apart, to be precise. In all seriousness though, in this highly divisive time in our history, it’s apparent that we’re in need of some reconciliation. A dose of effective communication will help. We can work it out. But can we work it out socially distanced? Let’s Zoom.

Ford Hughes, J. (2021), ‘Quarantine Phrases That We’re Absolutely Sick of Hearing,‘ Physician Sense, 12 April 21.

One thing is certain, over this last year we have seen the importance of clear communication unfolding in real time, most importantly in the domain of public health messaging and its impact—negative or positive—on human behaviour.

The need to communicate clearly, concisely and quickly was just as important for businesses. As the year rolled along, business owners have been faced with a constant stop-start cycle; requisite pivots and the need to communicate these changes quickly.

As a solo-preneur in the communicaitons industry, it can be heavy lifting on one’s own with the days seamlessly blending into one another. Luckily and thankfully, I haven’t been on my own. By karma or good planning, or a little of both, a partnership with Shannon Larkins of Blackcoffee Studio was borne B.C.*

This partnership has been meaningful both on a professional and personal level. Take a read from Shannon’s post The Anniversary Effect.

It’s been a minute. It’s been a lifetime. In fact, it’s been a year. And what a year it’s been…

 

As I write this blog, reflecting on the anniversary of our pact, it is the actual anniversary of the World Health Organization officially declaring a worldwide pandemic.

 

Usually when a catastrophic event hits, survivors have made considerable steps in processing their emotions and reactions to what happened; yet at the one-year mark, they are felled by The Anniversary Effect, a milestone that triggers traumas of the past.  

Thankfully, we’ve been able to weather the storm that is Covid, help our clients with jarring “pivots” and even have the good fortune to work on exciting projects for new clients.

What a year it’s been. We’ll be sharing some of the successes of the projects that have kept us busy, sane and even joyful to be in the industry we’re in over the next few weeks. We hope you enjoy and find a little inspiration in the upcoming posts.

*Before Covid

The post Retrospective on the year that was appeared first on Not Your Average Jo Communications.

In the meanwhile, I’d like to give a shout-out to all of the freelancers and small business owners who find themselves on this rocky sea, in the same boat.

I have a book kicking around my office that I like to flip through on occasion for a little creative pep talk. While creativity is indeed a muscle that one gets better at with use, a trip to the inspiration gym in one form or another, is often in order.

Indulge me for a moment while I share a passage by Tad Carpenter from Creative Pep Talk, Inspiration from 50 Artists that jumped out today.

“There is great value in feeling a part of a team. As humans, we want to be part of a group that is larger than ourselves, whether that’s a family, a sports team, or even a profession, we want to be part of a group. As a designer, at times, it can feel like a very isolating profession. It’s as if we woke up on Christmas morning, and the entire McCallister family has left for Paris, and we find ourselves home alone. For me, the best work I create is always when I make an effort to collaborate with the others involved in the project and the others in my studio. As designers we are not just little Kevin McCallisters, working all alone. We are collaborators, colleagues, and team members working together to make our place a better place.”

As a freelancer, I am but one cog in a much larger creative wheel. Projects I work on would never see the light of day without the crazy talent that surrounds me. We all bring unique perspectives, an eye, resources (hey, did you see this?), act as a sounding board much better than the office window (“hmmm that’s interesting” code for “will never work”), technical skills, and lift us up when we need a boost.

More than ever, we’ll need to offer that boost a little more enthusiastically, a little more often.

As colleague Shannon Larkins of Blackcoffee Studio said, “There’s no sugar coating it, it’s going to be tough to get through these next days and weeks, but it’s going to be tougher for those that don’t realize it’s time to work smarter to survive this crisis.” And by working smarter for us freelancer types, that means leaning on those around us just a little bit more.

To wrap, I’d like to adknowledge the many in our collective. Keep going. Pick up the phone (5-minute warning for a video call pls) and walk away from the news. We’ll get through this together.

The post Together appeared first on Not Your Average Jo Communications.

This post is about media interviews and the importance of being prepared for hard questions.

The impetus to speak on this subject comes and goes almost daily as I listen to, watch, read and generally consume media interviews of all sorts. Some are great. Some not so much. And some entirely cringe-worthy.

Now, yesterday was special.

Two weeks ago, our only newsworthy subject was cannabis covered from top to bottom, upside down, sideways and six ways to Sunday. Today, my friends, we move on to the Olympics.

But first, let’s very briefly remind ourselves about the important role of journalists today. In The Elements of Journalism authors Kovatch and Rosentiel identify foundational elements of journalism – a timely reminder in the era of free press bashing, thank you Fake News Trump.

“Good decision-making depends on people having reliable, accurate facts put in a meaningful context. Journalism does not pursue truth in an absolute or philosophical sense, but in a capacity that is more down to earth.

 

Journalism, then, is more than providing an outlet for discussion or adding one’s voice to the conversation. Journalism carries with it a responsibility to improve the quality of debate by providing verified information and intellectual rigor. A forum without regard for facts fails to inform and degrades rather than improves the quality and effectiveness of citizen decision-making.”

Back to Calgary’s Olympics 2026 coverage.

It might seem that all key spokespeople on this file would be very ready for their moment with hard talking points. Like, oh, I don’t know, let’s say the Federal Minister for Sport, Kirsty Duncan. Possibly even more so when she goes on to CBC Calgary’s Eyeopener with David Gray known for his no-nonsense interview style.

I typically find Gray’s interviews insightful and entertaining. But one could not help but feel him swivel in his seat, headphones on, brow furrowed during this particular session.

Click here to listen to the full segment (trust me, it’s worth it) but let’s start at the beginning which reflects the entire painful seven minutes.

Gray: In two weeks plus a day, Calgarians are supposed to vote yes or no on whether this city should bid on the 2026 Olympics. But over the past three days, a storm has erupted around the bid, the crux of the issue: money of course.

Here’s how it unfolded: late Friday afternoon word came out from the federal government that they were willing to bring forward $1.7 billion. A big number. And everybody was celebrating.  But then it seems, somebody caught on to a catch. The money would only be offered if the province and City of Calgary could match it. … Since then, we’ve heard barbs thrown by provincial finance minister Joe Ceci, and Calgary’s mayor Naheed Nenshi. So to better understand the federal government’s position, we’re joined by federal minister of sport, Kirsty Duncan. Good morning.

Duncan: Good morning David lovely to be with you this morning.

Gray: And thanks for joining us. What have the negotiations been like this weekend? Can you tell me what’s going on?

Duncan: Let me just start by saying I love the Olympics; I mark time by the Olympics. Athlete, coach, judge all my life. You know I think of the seven perfect 10s by Nadia Comăneci, in Montreal.

Gray: Oh that’s beautiful. Wonderful. What…

Duncan:  Or Kerri Strug when she landed that one-footed vault in 1996. Or Elizabeth Manley when she went skating around the rink in 1988.

Gray: Minister are you reading notes? I have a simple question: where are we at with negotiations on the money?

Duncan: Listen we have been clear David since the very beginning. We came forward in March 2018 along with our partners, the City of Calgary and the province of Alberta to go forward with a winter games bid. We have always been clear that we will fund up to 50% of the public contribution to the games, that is the policy on our website and we’ve done that. We’ve come forward with a commitment of $1.75 billion.

….

Discussion continues on bad faith negotiations, lack of clarity

…

Gray: Minister what are those discussions about? What needs to be talked about if you feel your position hasn’t changed since day one, why are there discussions going on?

Duncan: Listen it’s been a busy weekend and people are working hard. I’m proud to work with our partners the city of Calgary and province of Alberta, and we keep doing the work.

Gray: Minister that doesn’t come close to answering the question. There are Calgarians who in two weeks from now are being asked in good faith to go out and vote on a plebiscite. What’s the sticking point? What’s the issue? Be clear about it if you could.

Duncan: David I’m well aware of the timelines for the plebiscite. We absolutely support the plebiscite. We support that Calgarians should make their voice heard and should Calgarians decide to go forward with the bid we will be right there beside them (cell phone rings) and we’re still working at it. We’re still at the table.

Gray: But why such a closed process? Why do you keep dodging the point?

And on it goes. What happened here? Well, it seems the minister was not prepared with answers for the hard questions.

In any interview scenario, it’s all about the preparation – especially for the tough ones.

Preparing for Killer Questions

I’m not saying that the above questions were killer questions. They should have been expected. That’s what the interview was about. But let’s move on.

Why prepare for killer questions even if you feel you know the answers? Because what comes out of your mouth when the interview starts, may not be what’s in your head. And that may get you in trouble.

It’s easy to get anxious and tense when placed in a stressful (live) interview, but by preparing effectively for tough questions (and off-the-wall, not forgetting the opportunistic questions), the better you’ll be able to handle them. Here’s how to do that:

1. List the questions.
Identify them instead of crossing your fingers (and toes) that they won’t be asked. What are the worst things you could be asked? Tackle them head on by writing all possibilities down in aggressively negative language.

2. Answer them.
Write your answers down in concise, plain language, in key message format which means no jargon or corporate double talk. Think of who you’re really trying to communicate through the medium you’re being interviewed in. Talk to your audience so they understand what you’re saying.

Quick tips on good answers
Should be in positive, declarative language (don’t repeat a negative phrase or word in your answer)
Stay under 150 words
Tell a story or illustrate an example for each point

3. Rehearse them.
Record yourself out loud and on camera. This will give you a good feel for how you are presenting.

4. Edit your answers.
What didn’t work in your answers? Rewrite and continue to rehearse until you’ve nailed it. Are your answers too long? Shorten them.

5. Keep rehearsing.
The more you practice, the more at ease you’ll feel in a stressful environment like a live interview. Have key messages available, but please, do not read them off the sheet. You saw how well that went over in this example. A reporters is nobody’s fool and will see through you if you try to avoid the question.

Lastly, research the reporter and the medium in advance in order to understand who they are, viewpoints, and the agenda (if any). And remember, NOTHING is off the record. Ever.

BONUS: Watch this Bob Newhart clip for reminders of what not to do in an interview.

Interested in learning more? Get in touch for real, effective (and real fun) customized media training.

The post Olympics, Calgary & “could’ve gone better” media interviews appeared first on Not Your Average Jo Communications.

Shortly into my job search, I learned of an opening in the public affairs department with the Canadian Red Cross in Calgary. I knew this was the place for me — it would allow me to combine the skills I had been honing with an organization that had purpose, one that worked in some of the toughest places on the globe.

After joining the Red Cross in 1999, I was given interesting assignments ranging from local media spokesperson to working in a national capacity in the Ottawa office where, among other tasks, I interviewed international aid delegates who were either preparing to leave or returning home from life-changing missions. Their stories were the most fascinating to me. This was what I wanted to do — work with the Red Cross abroad.

After learning more about the process to work outside our border, I realized it wouldn’t be as easy as initially imagined. So I took the requisite steps and signed up for mission readiness camp where vetted new aid workers learned the realities and challenges of working in disaster and conflict zones in a hands-on environment.

After my stint in Ottawa, I returned to Calgary and continued to work in my role, always with an eye on the international scene.

And then September 11th happened.

We all remember where we were, what we were doing, who we were with.

I was in my office, with my small T.V. tuned into the news, sitting stunned as I watched the events unfolding live on air. Could this really be happening?

The rest, as they say, is history. Within minutes, the Red Cross machine was in full swing. Phones rang off the hook with reporters looking for constant interviews and the public wanting to do something–anything. Our team spent the next frantic days answering calls, getting briefed, responding to interviews, attending meetings and fundraising events throughout the city.

The call went out looking for trained Canadian Red Cross workers to go to New York to assist our American Red Cross (ARC) counterparts. I wanted on that list. Yet again, I realized it wouldn’t be as simple as submitting my name.

There were no open public affairs postings, even though this would be the biggest breaking media story of our time.

Undeterred, I looked at opportunities that were open. Thousands of volunteers were streaming in to offer their help in NYC. All of these volunteers needed to be carefully screened and placed in the appropriate position — this was where positions were open and help was needed.

And that is how I came to work as a Red Cross delegate in New York after the 9/11 terror attacks. After a few days processing volunteers (an astounding 6,000 would eventually come through the doors), I connected with the public affairs department and spent the next few weeks in one of the most meaningful roles of my professional life.

Now, this never would have happened had I stopped at “no openings at this time.”

Let’s step back and say that the focus of this post is about how to remain productive at work when you feel like giving up. I could have introduced the topic in a number of ways — state a commonality, ask a question, create some mystery to name a few methods. Or I could lead with a story. In case you are wondering (rightly), this post is about the value of incorporating storytelling into your communication strategy.

Want to be memorable? Tell a story that connects.

“As leaders and business owners, our goal is to persuade and influence others — employees, customers, partners and other stakeholders — to join us in our vision for the future, to change behaviour, to do business with us and so on,” says corporate storyteller and communications consultant Denise Summers of Amphora Communications.  “Corporate storytelling builds a connection with our audiences and amplifies that connection in a way reason and analysis have difficulty achieving on their own.”

“The use of storytelling in business doesn’t replace analytical thinking, but complements it,” says Summers. “The intelligent and skillful sharing of stories connects us as human beings, strengthens our communications and stimulates change and innovation. We’re wired to remember stories; since ancient times, it’s how we learned, made sense of the the world and built relationships.”

“Compare a PowerPoint presentation or other communication tool filled with bullet point after bullet point of facts and stats with a well told and compelling story. Few will be able to remember much of the data five minutes later. Many will be able to recount the story and will be inspired by it. In some instances, a story will have a profound impact and change lives. For most of us, data is just not that galvanizing.”

Persuade with emotion

In the Harvard Business Review’s Storytelling That Moves People, Robert McKee, the world’s best-known and most respected screenwriting lecturer, gives insight on the impact of storytelling for business.

“A big part of a CEO’s job is to motivate people to reach certain goals,” says McKee. “To do that, he or she must engage their emotions, and the key to their hearts is story. There are two ways to persuade people. The first is by using conventional rhetoric, which is what most executives are trained in. It’s an intellectual process, and in the business world it usually consists of a PowerPoint slide presentation in which you say, ‘Here is our company’s biggest challenge, and here is what we need to do to prosper.’ And you build your case by giving statistics and facts and quotes from authorities. But there are two problems with rhetoric. First, the people you’re talking to have their own set of authorities, statistics, and experiences. While you’re trying to persuade them, they are arguing with you in their heads. Second, if you do succeed in persuading them, you’ve done so only on an intellectual basis. That’s not good enough, because people are not inspired to act by reason alone.”

“The other way to persuade people — and ultimately a much more powerful way — is by uniting an idea with an emotion. The best way to do that is by telling a compelling story. In a story, you not only weave a lot of information into the telling but you also arouse your listener’s emotions and energy. Persuading without a story is hard. Any intelligent person can sit down and make lists. It takes rationality but little creativity to design an argument using conventional rhetoric. But it demands vivid insight and storytelling skill to present an idea that packs enough emotional power to be memorable. If you can harness imagination and the principles of a well-told story, then you get people rising to their feet amid thunderous applause instead of yawning and ignoring you.”

It’s easier for most of us to connect stories with a point versus sort through naked facts, and hopefully come to the conclusion you are targeting. The next time you’re trying to persuade an audience, consider adding in a good story to really make a connection.

The post Tell me a story appeared first on Not Your Average Jo Communications.

For those of you who wear glasses, you understand that owning only one pair can be fashionably limiting. I want choice in my glasses wardrobe. Feeling traditional? Check. Funky? Check. Transparent? Double check.

Having ordered from Warby Parker previously (and feeling extremely grateful that they sent me for an eye exam where I was diagnosed – and subsequently treated – for a condition that could have led to blindness), I knew that I was in for a pleasant online shopping experience complete with beautiful imagery, thoughtful design, smart copywriting and an easy shopping cart experience.

But what made this experience complete, was the final touch on delivery. My glasses arrived tucked neatly in beautiful packaging with a microfiber cleaning cloth. “What’s so special about this?” you might rightly ask. Beyond just having their logo on the requisite cloth, Warby Parker used that space to tell their brand story in a memorable (and funny) way: see Warby Parker in 100 words.

What does branding mean to you?

It’s become an extremely popular term in marketing and communications circles, but it’s one that’s often misused or misunderstood.

Having a winning brand is marketing nirvana these days. Most companies would love to be the next Warby Parker, IBM, FedEx, or Starbucks. But is there a way for your small business to stand out in a sea of “me too” brands and competitors?

The answer is a resounding, YES!  We’ll take a look at some of the ways for you and your business to build and maintain your brand.

Branding expert Shannon Larkins of Blackcoffee Studio Luxury Brands offers insight about what brand is (and isn’t) in the Blackcoffee Brand Manifesto.

“Plenty of businesses offer a premium product or service … but they’re not brands,” says Larkins. “A business provides a service. Money changes hands and the transaction’s over. A brand provides an experience, rolling out the red carpet for anyone with the moxie to show up. And that’s just the beginning. Even from that first encounter with a brand – no matter how brief – they know they’re in for a treat. Everything feels deliberate, thoughtful, intentional. People know a brand experience is more expensive. They’re eager to pay for it – because you’ve assured them you are the best. Having a brand means having permission to charge what you’re worth. A brand means demand, profits, and customer loyalty go up. The only thing going down is your name, in history. So it’s time to ask yourself: do you want a business or do you want a brand? Because anyone can start a business but only the exceptional can build a brand.”

Do you want a business or do you want a brand? Because anyone can start a business but only the exceptional can build a brand.

Branding at every touch point

Your brand is much more than your company’s logo, though that’s certainly part of it. I like to think of your brand from the customers’ point of view. Besides your company name, logo, and slogan – It’s the feeling your customers have when they think about your company.

Are you known as being the best in the business? Having the highest quality? Being the least expensive? Having outstanding customer service? All of these attributes and more make up your brand message and your overall brand equity.

Here are some of tactics that will help you stand out from the crowd and own your brand space:

• Nail the visual – Your logo, colour schemes, web design, and fonts all communicate to your target audience. There are studies on the psychology of colour on brand. Make sure to do your research and be deliberate.

• Write your brand message – Don’t let your customers or employees have to guess and/or define your brand message for you. Write it down and communicate it to everyone, through everything you do.

• Give your brand a voice – Every brand needs a voice. Who would your brand be if it was a person? Whimsical? Serious? Traditional? Hipster? Give it at voice and use it to communicate your uniqueness ensuring it sure it fits with the optics of your brand.

• Slogan or tagline – A slogan can be a great tool to expand or support your company’s brand message. Use them wisely. Focus groups can give you feedback on what they think of when they see or hear it.

• Look the part – Not just you and your employees in what they wear (if they are customer facing); but also all of your entire suite of marketing collateral.

• Stay on the ‘brand-wagon’ – This means being consistent with your brand and its identity. Don’t change it every six months to try to get recognized or the opposite will happen.

Your customer is looking for reasons to stay with you. They want consistency, a memorable experience in products and service, and an overall feeling that they’re special. There’s no better way to do all of that and more, than getting your brand story right and communicating it effectively at every opportunity.

Once you’ve defined your brand, it should be pervasive in every part of your business. Because as hard as it is to establish a winning brand with positive recognition, with one wrong move you can turn your brand from stud to dud.

*Needed might be a debatable term in this instance.

The post Branding – more than meets the eye appeared first on Not Your Average Jo Communications.

“If everything seems under control, you’re not going fast enough.”

Well said Mario.

I left that presentation secure in the knowledge that I am definitely going fast enough.

There is another well-known proverb about a shoemaker who was so busy making shoes for his customers, that his children went shoeless. I’ve been working on a new pair of shoes for Not Your Average Jo for a while and it’s about time that I put them on.

After a decade of wearing cat eye glasses, I’m due for a makeover. This new look includes a fresh website, photos, banners and logo, which, if you’re wondering is a cross between a megaphone and an alien laser pointer. Because a straight up megaphone would be too, well, average.

Say goodbye to cat eyes

Say HELLO alien laser pointer/megaphone!

As part of my commitment to wearing better shoes, I have made a promise to myself: take better care of my blog and social presence. I may relapse, but I have a dozen ideas floating like butterflies in my head which I plan on putting on screen in words and pictures. Hopefully you will be entertained and informed by these forthcoming posts. And I’ll be launching my very own Instagram account (WOW, I know) but in the meanwhile connect with me on LinkedIn and Facebook.

Thank you to all of my fantastic clients who keep me busy. I am deeply honoured that you trust me with businesses (aka your babies) and some of the far-out concepts that we experiment with as we build your brands together. I’ll be sharing updates on these projects, one of which will be a twist on the traditional corporate Calgary Stampede party where we bring disco into the mix. That’s right folks, Western Disco. Take a peak at what this could look like>> 

Stay tuned for more goodness!

The post The Shoemaker’s Child Syndrome appeared first on Not Your Average Jo Communications.

A) An update;
B) A blog post calendar; and
C) Another surf vacation (“desperate need” may be pushing it on this one).

I’ll work on all of the above.

After a recent family surf trip to Costa Rica, I’ve been reflecting on all of the business—and life—lessons that surfing offers.

Disclaimer: Being from central Canada where, last I checked, we lacked any significant coastline; bear with me on my latest exuberance for the sport. I do not claim to be a surfer of any prestige and would be thrilled to be in the “advanced beginner” category at some point.

While there are many more lessons to be learned from this sport than listed below, let’s go with the rule of three* to keep it under control for now.

1. Practise in the small stuff, but don’t stop there.

To preface this word of advice, before actually getting onto the beach or in the water, find yourself a solid surf coach.**

Up until five years ago, I had never surfed. The best thing I did was find a coach who could demystify the sport and help me in the water so I could succeed. Thank you, thank you, thank you to the various surf coaches I’ve had over the past few years that have been fully instrumental in my being able to stand up with some level of confidence.

Where were we. Yes, starting with the small waves allowed me to get my footing (literally). It’s a safe place to practice your moves and get a feel for the water. Smaller waves have a larger margin for error, there are more chances to catch waves, hence, more opportunities to actually get on a wave and feel what everyone’s talking about.

It can be tempting to stop at the small ones. They’re manageable, safe and fun. But pushing into the bigger challenging waves is so much more rewarding.

Yes, the waves are bigger and scarier, but there’s nothing like pushing through the fear to into the bigger waves for a longer ride and [huge] satisfaction. More on this below.

Thought: Gain confidence in the small stuff. But don’t stop there—keep practising and venturing into the bigger challenges for greater rewards.

Find a good coach and practice in the small stuff (or even on the beach).

2. There’s more than one way to tackle an oncoming wave. 

For me (and probably many others), paddling out into oncoming waves to get to the outside (or the spot beyond the breaking waves where you wait for the waves to roll in) is one of the most difficult, exhausting and disheartening parts of surfing. The “Am I ever going to make it out there?” thought has gone through my head more than once.

So, after being battered about in the soup by mother nature and tossed out in the spin cycle (she doesn’t really care that I’m new to this, or that I’m from the Canadian prairies), I decided I needed to make more strategic decisions about how to handle the paddle out for survival’s sake (and so my kids still had a mother at the end of this).

First of all, look for the best place to paddle out. Why swim against the biggest, baddest waves when there might be a sweet spot to the side that you can paddle around?

Calm before the storm–on our way out.

If that’s not available, wait until the set has taken a breather, then paddle like hell before it catches its breath. For me, there’s nothing more motivating than being on the wrong side of a big wave at the wrong time.

I’ve found though, that as much as you might shoot for the above, you’re more than likely to get caught in a few biggies while trying to get out. I’ve learned a few tricks that help me (disclaimer #2: please note original disclaimer).

One thing in common with all of the tactics below, is to hit the wave head on (oh so many analogies here).

Ok, so depending on the size of the wave, you can either:

1. Go over; or
2. Go under.

Brilliant, right? Seems pretty straightforward. Well, that is until you’re actually in it. One of the things I neglected to mention early on is I have to plug my nose going under any water be it in the lake, pool or bathtub. So, I learned after more than a few sinus clearing sessions, to carefully choose my method if option A wasn’t available. The “go under” approach can mean:

1.  Duck diving by “simply” diving under the turbulence and popping out the other side unscathed. Unfortunately, it’s not as easy as it sounds. Plus you need to be on a short board.
2. Turtle rolling which involves rolling upside down on your board and holding on for dear life while the wave washes over you.
3. The “take a deep breath-hold your nose-dive under the wave-who cares where your board is-hope for the best” strategy. I’m a master at this one. It might take me a few more waves to get out, but I’ve had a lifetime worth of nasal passages clearing, so I opt for this approach.

I know, all of the above makes this sport sound very glam. But, there’s nothing like getting to the back where you can find relief, take a breather from the pounding and choose the best wave for you to ride back in. To do all over again.

Thought: Persevere. Keep trying different strategies until you find the one that works for you cause there’s nothing like getting to the outside.

Here we go folks

Hanging with the ladies out back

3. Enjoy the ride.

Wow. We’re at number three already? That’s just wrong. I think I’ll pick this theme up next time.

At the end of the day, we’re here to enjoy the ride. What’s the point of working hard, persevering, getting an occasional pounding from rough waves, then to have some fun and smile on the way back in.

Thought: Hang loose dudes.

More to come after another session in Mexico coming up the spring!

*Rule of three: a writing principle that suggests that things that come in threes are funnier, more satisfying, or more effective than other numbers of things according to our friends at Wikipedia.

**Shout out to awesome surf coaches Risa from Surf It Out in Sayulita, Mexico, and Alonso from Safari Surf in Costa Rica for saving my bacon and pushing me to the outside.

The post Surfing lessons for life & business from a newbie surfer appeared first on Not Your Average Jo Communications.