In the Studio with..Darryl Ohrt, Graphic Designer, Branding Expert & Creative Entrepreneur

"The internet has changed our relationship with our customers dramatically. You should expect that everything about you and your brand will eventually be accessible via the internet. Run your business accordingly."   

                                                  

                                                                     

Darryl Ohrt is the founder of Plaid, a design and branding firm, and chief contributor to BrandFlakesForBreakfast.com. Plaid has produced award-winning, breakthrough work for clients whose names you'll recognize and some cool brands you haven't heard about, yet. Right now, Darryl is probably buried knee-deep somewhere in the intertubes of the Internet.             

What's new at Plaid?

We're blogging like crazy. We're also getting into vlogging - video blogging. All of our crew has these new Flip video cameras, with USB outputs on them - so they're so easy to just pop onto your laptop and upload. We've captured some pretty good video of our agency. We're really trying to open that virtual door, and allow our clients and fans to have a good look inside the agency.

We're also experimenting a lot with new toys and technologies. We just bought a Chumby. A really cool plushy internet device. We're playing around with it, testing its limits, and trying to identify what value it may have to our clients. We've already got a lot of ideas. I'm also spending (far too much) time with Seesmic - an online video sharing site. It's like instant messaging (or Twitter) with video. Really amazing tool. I'm convinced that 2008 is the year for video on the internet.

What kind of clients do you work with, or specialize in?

We really don't specialize in any vertical market. We tend to find clients whose brands can benefit tremendously from design and branding, especially on the interactive side. We look for people that we will enjoy working with, and who will allow us to produce fun, challenging work. We're doing some really nice stuff for Segway, Sony Music, Spherion, Iron Horse Bikes, some health industry clients and some other brands that you probably haven't heard of (yet).

What does creativity mean to you?

Stepping outside of the expected. Pushing tools beyond what you thought they were capable of. Finding new ways to connect humans. Producing something that will make a viewer smile and say "wow".

5 Words...Darryl is?

Happy

Creative

Internet-addicted

Progressive

Stylish (That's a word that I'm working up to)

What inspires you creatively?

Taking a simple tool, or something that people take for granted, and using it in a new way. Anyone can get attention with new bells and whistles, but using an old, tired tool, substrate, or device in a new way? That's awesome.

What is your approach and style of marketing and branding?

On approach, I think more than anything, is that we listen real well. We'll ask a lot of questions about your industry, your business, and your audience. We don't have a style. We tailor our work to what's appropriate for the audience that we're speaking to.

What should an entrepreneur look for when looking for a designer /agency to design their marketing materials and websites?

• Someone you feel that you can trust, and will enjoy working with.
• A firm that has a track record of LISTENING. Don't look for someone with experience in your industry. Fine the agency who can ask the right questions, and then LISTENS as you answer.
• A solid portfolio of success stories, preferably across medias. We're proud that our print work is as wonderful as our interactive and video.
• Stay away from unnecessary bureaucracy/large firms. You want an agency that's largest enough to handle your projects, but you don't want to be insulated from the creatives, and get stuck talking to a bunch of suits.
• A firm that believes the work they're doing for you is the best they've ever done. We're always pushing ourselves. The stuff in our portfolio from last year looks ANCIENT to us. That's the way it should be.

What is your view on traditional media vs. social media? What value does it have for entrepreneurs in the lifestyle industry? 

So many people are throwing that buzz word around, and so few understand it. I'd say be careful about jumping on bandwagons. That said - this is a wonderful time to be alive. So much is happening, and technologies continue to improve and change the way we communicate and connect as humans. Social media can provide tremendous value to ANY industry. It's an opportunity to let your audience participate in your brand. And I don't mean in a "make our commercial on YouTube" way. That's the first sign of a brand that doesn't get it.

We first try and take a really good look at the audience and the brand that we're dealing with. Who are they? What do they have in common? Why do they like this brand? How is it important in their lives? What would make it better, or what tools would make them love our brand more? These kinds of questions can lead us to a social media strategy that is successful, and transcends the stereotypical ad campaign.

NikePlus is a fantastic example. Nike created this web-based tool for runners, that allows them to track their runs online, and setup virtual challenges against friends (or strangers) across the globe. It's very well done, and has garnered a couple hundred thousand users. All who have now become evangelists for the brand.

What trends are you seeing in branding and marketing that would be of interest to entrepreneurs and small businesses?

The internet has changed our relationship with our customers dramatically. Some have said "Google is God." Meaning that Google is all-knowing, and finding everything that you do. You should expect that everything about you and your brand will eventually be accessible via the internet. Run your business accordingly. I believe it comes down to three simple words:

1. Honesty.  Be proud of who you are. Accept your shortcomings. Don't try and be someone or something that you're not. If you're a small company, be proud of that. People will love you for who and what you are.

2. Integrity. When you make a mistake, admit it. Stand behind your products or service offerings. Do it well, and your customers will become evangelists.

3. Sharing.  Blogging, Twittering, Facebook - all excellent tools to share with your audience. But it's more than just using the tools of the moment. What are you sharing? Is it of value to your audience?

You'd think that these three things have been a part of the business community for ages - but it's not so. The internet has put every pixel of information at our fingertips. Which means that the brands who are trying to hide something, or twist a story will always be found out. The age of "spin" is over.

Are there any common mistakes you see entrepreneurs make with their marketing and pr strategies?

Don't be cheap. Invest in your brand and marketing materials as if the future of your business depends on it. At the same time, be honest with your agency. If you've got a $20K marketing budget, or a $100K budget, let them know. Again - honesty and sharing are the keys to success. The more your agency understands about resources, the more accurate they can plan and prepare for success.

What advice would you give entrepreneurs when it comes to growing their business?

Set goals, and then create tasks that will get you there. Write them down.  Spend within your means. I'm always surprised at the number of businesses with people far smarter than I, or firms larger than our firm, who have closed their doors because they spent more than they earned.

Who is your all time favorite creative “hero” ?

Wow. Too difficult to narrow down to just one. Ask me next week, and my answer will be completely different. I'm constantly inspired by different things and people. I've got the attention span of a 6 year old. But here's a handful of my current creative heroes:  Johnny Rotten, Charles and Ray Eames, Ian Schrager, Alex Bogusky, David Bowie, Frank Gehry, Tim Burton, The dudes that founded Google, and Puma (I know Puma's not a person, but c'mon - what a sweet brand).

Comments

[darryl ohrt]

Wow! Thanks for the digital ink, Laura!!!!

[Chelle Parmele]

"Spend within your means. I'm always surprised at the number of businesses with people far smarter than I, or firms larger than our firm, who have closed their doors because they spent more than they earned."

I think that is one of the most heartbreaking "truth's" about business.

Great interview! I enjoyed it! Thanks!

[Laura Newman]

Thank YOU Darryl. Always a pleasure working with you - and getting inspired by your wit and creativity!

[Laura Newman]

Hey Chelle:
Thanks for your feedback. It is heartbreaking, and also, hard to believe. I'm glad you enjoyed it and truly appreciate your feeback. I plan on putting together some more from the creative entrepreneural community!