Be authentic in your business storytelling

As a business owner, knowing how to tell your unique business story is such a powerful  skill to have when connecting with customers. But that story needs to be truly authentic if you are to gain the trust and loyalty of those customers. Customers today are much more knowledgeable about the products and services they are looking for, and they don’t need an ‘over the top’ marketing pitch to make them buy. Instead, they are interested in the business behind the brand, the maker behind the product, the specialist behind the service. Remember that your business story is unique to you, and it doesn’t need to be elaborate, just authentic and real. Customers want to feel they have an emotional connection to a brand and that it resonates with them. So a good tip is to share your personal brand journey, talking about how the business was launched, what inspired you, how you innovated to create your products and services. It is also fascinating for customers to get an insight into how your products are made, who creates them, if local materials or ingredients are used, and how local communities might benefit. Use such details to create a brand story that is both interesting and authentic to you. It’s also important to remember that as your business grows, so does your story, so keep refreshing it as you go and keep those customers interested and coming back to know more.