A business isn’t just the products or services that are sold, the building, or the branding; it’s the people. The people are the heart and soul of what makes a business great. Marketing strategies, promotional materials, and advertising are great ways to get your name out there, but happy employees, staff, partners, and customers are the lifeblood and the single greatest promotion for you. Those that saw you from the beginning and still stick around are your biggest cheerleaders, now it’s time to celebrate them too.
You could consider this the “Storytelling Strategy,” which is to share your business by showing off the ones behind it. By adding a personal element to your brand, you can increase likability, awareness to a cause or organization, highlight your community, or promote products that are helpful to a specific category of people.
Increase Likeability
Customers and potential collaborators like to know you are a real person that care for their business. Share the journey of your business on your website and social media, but maintain a professional tone to not overshare details you’d rather not have highlighted. You want to be relatable and show you are neighbors, friends, community members, and just an ordinary person.
Bring Awareness to a Cause or Organization
If you or someone on your staff has been personally affected by a disorder, disease, are differently abled, or are a member of an organization, a social group, or are a community leader, bring attention to it! There is no better way to expand your cause than bringing attention to it and promoting it through your business. If an employee has breast cancer, support them by doing a Walk for a Cure race together in October! If your business gives jobs to those who are differently abled, use this time to showcase your community’s adult education centers or other businesses that do the same! It’s great to volunteer together, host a blood drive, spend a weekend learning CPR, host fundraisers or donate a percentage of your profits to causes that speak specifically to you or members of your staff.
Highlight Your Community
Community is more than your neighbors, it’s rooting for the same cause. Build your community up with organizations that you love. It can be single-mother business owners, veterans, or even businesses around yours. Become more involved by finding a beneficial way to connect more with those in your community.
Promote Products That Mean Something
If you have vegan, gluten-free, ethically sourced, USA-made, or homemade products, point them out and make it known! These are features that people seek out daily. Share how special your products are and what makes them stand apart. If your business develops products for the differently abled, promote them!
Now that we’ve discussed the importance of being relatable and sharing about the lives of those behind your business, how logistically do you do it? What are some ways to include your staff or show off the heart behind your brand?
Include a Detailed “About Section”
Write what year your business was founded and who made it possible. Share some of the struggles that came along with this huge venture. If you’re a family-owned business, make it known! Write in the names of those who work with you and include some staff photos. People love to put a face to the name of those they are conducting business with. If your staff does a lot of things together, make sure to include a few candid pictures, but remember to remain professional and promote the image your brand represents.
Show Off Your Employees
Promote an “Employee Spotlight” and share some basic info like “what do you like to do outside of work?” “where would you travel to tomorrow?” “what did you want to be as a kid?” and more!
This will show off their personalities as well as build a connection with others. Business partners and customers like to know the people they are working with or purchasing from are real people, and not just someone they interact with at a cash register or over the phone. Collaborate with your staff and have their ideas shine through!
Enter Your Business Into Local Events
Create a booth, a parade float, or interactive activity to bring people interested in your business. Use this as less of a direct promotion of your products or services, and more as a time to get to know the people that make your business so great. Get everyone involved with matching shirts or hats, a good theme, and make it a good time!
Your business takes up your time, energy, inspiration, and creativity. Those who have supported you since day one have been there to see it and cheer you on. Show the heart behind your business and showcase those who make your dream a reality! For more examples and a deeper understanding, read our blog Audiences Crave Authenticity.
Photos are included from Pinterest with the original post linked.