6 Tips for Small Business Storytelling Success and Better Branding

The topic of storytelling continues to dominate advice columns for small business owners. However, on the other hand, many rushed attempts at businesses telling their stories can often do more harm than good. So how can you get better at being the hero in telling your brand’s tale, and avoid becoming a startup horror story?

1. What Are You Best At?

Use your copy and voice, including your toll free vanity numbers to alert consumers to the real benefits of shopping at your small business versus the competition. Just make sure it is cohesive and true. Never over-promise or fail to deliver. For example; if you can’t deliver the best customer service don’t try to compete on that factor. Make sure you really target and follow through with your small business marketing. Stay true and stand by your products and services, and what you are best at and run with it.

2. Find the Pain

It’s the golden rule of all small business marketing: Find out what customers’ pain points are, and show them how your product or service is the solution. Social entrepreneurship is every small business owner’s responsibility, but it won’t hold consumers if they aren’t feeling the same message at the register. How can you show customers you care, and really give them that individualized attention?

3. Get Personal

Despite the rise of the Internet, and now the surge in augmented reality apps, one of a small business owner’s best weapons is connecting in person, or at least picking up the phone and building real one-on-one relationships. It’s all about personalization. Reality still rocks. Of course if you are an entrepreneurial introvert or extreme productivity person, then it may be wise to hire a customer service team or recruit individuals that love working with people that are loyal to your small business, your products and services, and your customers. Don’t be afraid to get personal.

4. Tell Your Own Story

Consider being more authentic and vulnerable and opening up with your own personal story. Try it and you’ll probably be surprised at the way it resonates, and the warmth it creates in the ranks and among consumers, even if they aren’t paying customers yet.

5. Let Others Tell Your Story

Try going a completely different route and let others tell your story and recommend you rather than engaging in selling at consumers. Video testimonials are okay, but interviews, guest blogs, and press releases can be far more credible and effective in boosting small business branding.

6. Stop Telling Stories

There are now legions of overnight, professional ‘Digital Story Tellers’. Some are very good, but that doesn’t mean telling stories all the time is the way to go. Many have taken it to such extreme lengths no one ever sticks around to hear the point of the story. Who has time today?

Harvard Business Review says, “Don’t Spin a Better Story. Be a Better Company”. This is especially true when it comes to customer service and call centers. Businesses are getting better about leveraging call centers and live answering. Yet, there is a big need for people that aren’t just nice or that sound good, but that can actually solve issues and are actually loyal and care. 

Remember, you want customers to recall a positive, caring, and personalized customer service experience when they think of your brand and when they tell their stories to their families, friends, and social media audiences. This is how your small business becomes the real hero.