Using Personality as a Small Business Asset
Small business owners may not fully appreciate the advantages that they have because of their size and their ability to directly control the entirety of their business operations. Aside from the often touted control of their schedules this affords them, they can also enjoy the benefits of much more personal branding, creating relationships with their customers that have the potential to be much more significant and long lasting than those that their corporate counterparts are able to build. Personality is something that, unlike mass produced content, can’t be boiled down to a formula, thus making it a powerful X factor in the hands of a business owner willing to share some with their customers.
What is the personality of your brand? Your brand probably already has a certain personality associated with it by your customers. Finding out how they view you is a good start when deciding how to go about building your brand image, so you may want to simply reach out to your customers and ask them directly to describe how they see you. If you are satisfied with their answers, that’s great and you should find ways to build on what you are already doing. If not, then you might want to step back and strategize a re-branding effort to get to a point that you feel works for you.
Try to write as much of your own copy as possible to preserve your unique voice. One way to preserve the sense of your business’s uniqueness that comes from your personality is by trying to produce as much of your own content as possible, and when collaborating making sure that your input and voice are involved in the creative process. Not only will writing your content serve as an exercise in and of itself, teaching you to be more self reliant and communicate better in the written medium which much of modern business revolves around, but it will also contribute to a better flow when navigating through blog posts and landing pages on your website since the copy will all carry your unique perspective.
Interact directly with your customers when possible. Your customers are the judges of whether or not your brand has personality, and will be the ones who keep coming back for more if they like it, so bring it to them yourself. When possible, interact with customers so that they can get to know you and begin to associate a person with your business, rather than a set of products. This is one way that you are able to build recognition and loyalty that most large brands simply can’t.
Photo Credit to Kenny Louie on Flickr