Just a handful of years ago, many of the small businesses I worked with were actively trying to look “bigger” in the marketing that they put out.
It was important at that time to seem more like a corporation than a small business. Then when it came to being a solopreneur – forget it! Talk about struggling to stand out!
But now, I am so incredibly proud that our world celebrates entrepreneurship and small businesses as much as it does. Buyers really did get tired of working with faceless corporations and being lost in a sea of emails and noise. When a company came along that treated them like a real person, answered the dang phone and actually cared about what they thought – it was a game changer for them. These buyers went all in and promoted the heck out of these businesses.
Today, as business owners we still often find ourselves stuck in a push and pull of being ourselves and showing up authentically or working to seem “bigger” than we are. This in-between state is often a huge roadblock when it comes to connecting well with our customers (ahem, this is what marketing is all about 🤗).
Here is the thing, buyers are craving to feel safe and understood in the purchases they make. This feeling comes from finding an alignment between their values and the values of the companies they decide to do business with.
Gone are the days of faceless companies existing.
Even Facebook users blame Zuckerberg when things go wrong, am I right? Do you think he was actually the one sitting behind the computer writing that piece of code that caused the glitch? No! But as humans we have a huge desire to connect with people. That means there are customers out there right now who want so badly to connect with… YOU!!
It’s time to stop hiding who you are and what you represent. It’s time to pull people in (in your own way of course) and show them what this brand means to you. It’s time to take people along on the journey.
At this point I’m sure you are wondering, “How on Earth do I do this?”
Here are a few tips to get you started:
- Make a list of values that are important to you and your business.
- Get comfortable on video and having your photo taken. Don’t be a faceless company! Show people who you are!
- Be open to receiving feedback from your customers. Don’t shy away from a bit of constructive criticism.
- Embrace the stage of business you are in rather than being embarrassed by it.
- Dive into personal development! You can’t show your customers who you are if you don’t know, right?
If you are struggling with creating a marketing message that captures your spirit, don’t fret! Take a deep breath and know this will always be a work in progress. In fact, if you aren’t growing and changing, that is when I would worry! You’ve got this, and if you need a little help along the way, you know where to find me!
Find Your Brand's Soul Again
Realigning a brand with the heart and soul of a company’s mission is not new! Amazing companies do this often!
Just take a look at these important re-brands from this past year
Need a bit of help in realigning your goals and seeing where you are out of touch with your ideal audience? An outside perspective is GOLD in this type of exercise! Schedule a guided brand audit with me today where we will work through this worksheet, review what you have put out in the world and discuss why it does or does not align with the heart and soul of your brand!
Guided Brand Audit
Your brand deserves the time and attention it takes to make sure it is attracting the right customers! You may be thinking, my brand is fine! I have a logo. However, this is far from the truth. A logo and the visual elements that go along with it are referred to as a brand identity. Branding, however, is the overall personality and presence of your business. Don’t forget the solution is easy. In this simple worksheet you can take an objective look at your brand and if you are struggling, let’s set up a guided brand audit so I can guide you through the process.
2 – 1 hour zoom (video) calls = $200