Whether you're a trainer pushing others to achieve their goals, an interior designer creating the perfect space, or a mortgage broker helping clients unlock their real estate dreams, small business owners act with passion and purpose, and it shows.
Most of the time, at least. As an owner, it's important to take a hard look – or even just a glance – at your brand from an outsider's perspective.
Does your website express the personality or the story behind your business? Do your brand materials shout 'this is who we are' or does it whisper 'we are safe' and by-the-book?
Do your social media profiles communicate your brand in the way you'd like, and attract the kind of people you want to work with?
Think about it: all of these things provide the first point of contact potential clients have with your brand. People are just a click away to your competitors, and if your 'first impression' materials don't resonate or connect with them, you've lost them.
First, you need to figure out what's behind your business. If you've been in the game for a long time, you may need to dig deep – but it's there, I guarantee you.
Then you need to get comfortable with the idea of putting your story out there. Bottom line – people connect with stories. Stories help you sell more.
Whether it's publishing regular blog posts, creating video features, becoming active on social platforms, or even creating a niche platform of your own, there's truly never been a better time to express your brand in a big way, and maybe even make a difference in our world.
Consider GoPro, Dove, Toms and TenTree. These companies are living, breathing, creating and sharing, all while sparking a following of passionate brand advocates who then further share their messages for them.
Regardless of your opinion of these brands, who they are talking to, and the effect they are having – there's no question: they're having impact.
There's never been a better chance to tell your story. Start today.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency. You can find her on Twitter and Facebook.
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