Innocent are a great brand. They’ve got a great product, but they also know how to connect with their customers. From the packaging and beyond they come across as natural and friendly. Watching this video by the founders of Innocent is five minutes well spent on how they do this; how they use natural language.
“A lot of businesses don’t speak the way they talk. They speak the way they think a business should speak. They start using language that isn’t real language, that isn’t language you’d talk to your friends or your family. So our thing is don’t use any claptrap that you wouldn’t use to explain to your grandma what Innocent is as a business. If she doesn’t get it, then why should somebody else get it? Why should someone else have to wade through your layers of jargon and corporate waffle. Just use the words that you are comfortable with…”
Friendships exist within companies, they exist outside companies. Friendships are about speaking a shared language with a simple vocabulary.
Organisations strive to be friendly; they try to be social, open, transparent and service driven with employees and customers (look at your average mission statement to see how companies crave to be those things). Yet beyond this vaneer they hide behind a language that your friends (who are not part of that corporate vacuum), your family, your granny would be clueless about. Innocent prove that you can build a successful business thinking and acting as friends rather than as the faceless corporate-speak bureaucrat.