The Value of The Small Business’s Story
As a designer specializing in branding & marketing communications, my first job is to help business owners tell their story. That’s putting it simply of course, but essentially, that’s what I do. Branding is storytelling. The tools that I use, whether web design, email, graphics, or social media, are all just vehicles to effectively communicate that story with the people that matter most to your business.
Your story is what allows you to build a presence that people feel a genuine connection to and grow to love. When your story has been told effectively, people can’t help but love you because they relate to you. This may be hard for the traditional dollars and cents entrepreneur to understand at first, but people want to know who you are and why you do what you do just as much as they want to know how what you do benefits them. A very commonly held belief is that people are emotional decision makers, and I believe it’s true. That’s the only way you can explain that I have unlimited access to my favorite rapper’s new album via my Tidal streaming service, but I’m still going to purchase it any way.
Another way to understand the storytelling approach to branding is to understand that branding is not about selling yourself to your audience as much as it’s about building a mutually beneficial relationship with that audience. As a business owner, your target customer is like your business’s best friend. You want to always be looking out for them and serving them in the best way you can. In return, they reward you. It all starts with your story.
So, let’s do an exercise. Go to your favorite place to take notes and write the story of your business. Think of all the things that matter to your message and then try to think of WHY they matter. When you’re done, comment below what you came up with!