Nova Scotia Fisherman’s Les Falconer on honing a brand voice and staying loyal to his local roots
, turns on his computer in the morning and sees that there are “a couple of dozen” online orders in his inbox, it always puts a smile on his face.
“We’re still a small company in a small town,” he says of his line of natural skincare products. “When we get a repeat order from a customer in Germany, well that’s quite nice.” Designed to protect and soothe the skin in the harshest of conditions, and adorned with a picture of a bearded fisherman, the Rescue Balm was fast-embraced by local gift stores and tourism-related businesses. Then, the pair started making cold-processed soaps, and from there, the product line grew and grew. Within a year, Falconer had signed a contract with Sobey’s and his products were selling outside of the Maritimes.
Falconer knew that having a solid online presence was important from the inception of the company. “Social media has certainly helped, but you’ve got to stand out,” he says. “There’s a lot of competition and noise out there, and it’s getting harder and harder to be heard as these platforms have changed significantly over the past few years.”
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