Build A Brand With Storytelling

Build A Brand With Storytelling

When small businesses move their marketing and operations online, they join a vast new digital marketplace.

With that shift came opportunities such as new customers and ways to sell goods and services, but it also came with high competition.

In the digital world, customers have almost limitless options available to them.

So how do small businesses compete with retail giants?

Small businesses can compete in the vast digital marketplace with sturdy branding.

Small businesses have an advantage over large retailers.

That’s because consumers want to spend less, especially since the Covid-19 pandemic shows how important it is to support local communities and small businesses.

The main advantage in competing with large retailers is your identity as a small business, which should be a prominent aspect of your brand.

You can capitalize on the desire of existing consumers to spend less by telling stories about your business identity.

The first step in using your brand story to find more customers is defining it.

In general, your brand story is who you are.

This is a combination of:

  • The people behind your business and their values
  • Your business goal or the problem you are trying to solve for the customer
  • Relationships with customers and how to interact with them

Learn how to ensure that you have a strong brand identity.

These identity points unite to form your brand story, which should play into all communications, from the About page on your website to every email sent.

Make sure your digital marketing reflects your brand story.

It’s important to emphasize your identity as a small business across all your brands.

Don’t be afraid to open up and show the real people behind your business.

Share with them why you started your business, or consider posting an update on how it’s progressing or how friends and family are helping.

These stories help motivate people to become customers.

For existing customers, this story may be motivating to make repeat purchases.

In fact, they may even share your content with their friends and relatives, exposing you to a whole new pool of potential customers.

And as always, make sure your brand identity is reflected in every customer interaction you have.

If you describe yourself as warm, friendly, and engaging, the customer experience should be like that.

Otherwise, you run the risk of appearing inauthentic or unreliable, which could damage your brand’s reputation.

Finally, here are some actions that can be taken.

  • Take the time to define your brand identity, document it, and refer to it when structuring all your marketing and communications.
  • Make sure your digital marketing reflects your brand identity. Consider whether you need to update your website or create a new logo to show people who you are.
  • Make sure your brand lives not only in your marketing but also in your customer experience. Everyone related to contact with your business, especially those who interact with customers, should be familiar with the delivered brand experience.

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