NEWSLETTER #8: Make It Personal
I love to see small businesses that fully reflect their owners’ personal brands.
Take a closer look into a successful small business and you’ll be certain to find an entrepreneur that is confident (and savvy) enough to be deliberate about allowing their personal brand to blossom and impact their organization’s brand.
Some small business owners shy away from allowing “too much” of themselves into the identity of their business. I’ve heard things like:
“I don’t feel comfortable putting myself out there.”
“It’s not about me, it’s about the service I provide.”
“Nobody wants to hear from a grandma.”
What those individuals fail to understand is that when you accept that your business venture is an actual extension of yourself, keeping yourself out of the core branding is like shooting yourself in the foot before a race.
Why would you do that?!
When people interact with a brand, they’re not just buying a product or service; they’re interacting with a story.
Have you ever been in a boutique or a small business retail shop and received excellent service? Maybe the person that helped you exuded personality and was eager to make your experience a great one. Have you ever asked that person, “Are you the owner?”
I know I have. We naturally EXPECT the owners to be the heart and soul of the business.
Storytime
This past Sunday my husband and I went to lunch at a local “mom and pop” type restaurant right here in downtown Bradenton. They serve breakfast and lunch only. I’ve passed this restaurant many, many times over the years and was never compelled to go check it out. From the outside it looked old and dated. Whenever I’ve walked past and peered in the windows, I never saw many people dining there.
I had made up my mind about what I would experience based on the branding.
My husband and I decided to go there only because I’m on a mission to become acquainted with ALL the small businesses in my area. So let me tell you how surprised I was to have had such a wonderful experience! The food was delicious and the staff was friendly and helpful.
Being that I am always “on” I was eager to chat with who I thought were the husband and wife team that owned the restaurant. Turns out, they were not the owners but had been running the spot for years. The actual owner left for the French countryside during covid and never returned!
After learning about my line of work, they expressed their frustration because they want to see the business grow but they don’t have decision making power.
In this case, the owner not only detached from the branding but also disappeared from the country!
Interestingly, the couple running the “show” told me that the owner often poses the question, “How can we grow?”
Businesses that are an extension of the founder are typically deeply rooted in values, mission, and passion.
Do I think the owner needs to leave the lavender fields of Europe and seat people for brunch? No, of course not.
But I would recommend a deep discovery to uncover all the branding gems that lay just below the surface. This owner could choose to lean into her story and potentially make this little spot a huge success.
I’ll let you know how it all plays out!
Branding significantly enhances a small business’s position and appeal. Owners who share their personal stories, values, and even challenges create a relatable narrative that resonates with customers/clients.
I don’t know about you, but I love doing business with organizations that are confident in their uniqueness and take pride in being exactly who they are.
✨ Ivonne
PS – This newsletter issue’s cover features my husband and me. Gosh, could I be any giddier??
This newsletter is originally published to LinkedIn.
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