It seems so, well, OBVIOUS…
Humans buy from other humans. That means that, when your peeps feel a genuine connection with you, when they identify with your brand + your mission + YOU as a person, etc.…that’s where the magic happens. As in, making a bigger difference, serving more people, and yes, making more money!
Also OBVIOUS: We are each human. So WHY, is it so hard to be human in our business brand?
I think it’s because the temptation is always there to put ourselves on a pedestal, put up a perfect front, and only share one dimension of ourselves. It’s as if we’re pretending to be business goddesses, when in reality, God created us to be humble, multi-faceted, compassionate, loving entrepreneurs.
Which can only mean ONE thing: It’s time to step out from behind the curtain, and show your true, multi-dimensional self in your brand – and connect with your audience in a big way!
Share your personal story and/or the history or origins of your company. A great example of this in action is my favorite jewelry company, James Avery. Southern gals like me swoon for their high-quality, beautifully designed jewelry. Add to this the fact that it’s a family-owned company, which started as a one-man operation in James Avery’s garage in the 1950’s – and it’s no wonder they have such a devoted & loyal following.
Be super-approachable + relatable. So share your struggles, your foibles, and behind-the-scenes stuff (especially if it helps your audience feel a kinship with you, or shares a lesson you learned – saving them the trouble of making the same mistake you did). Laura Roeder is excellent at this!
My parting thought for you: What kind of human do you want to be, in your business?
Maybe you’re the best-friend-next-door, always there when they need you. Or perhaps you’re the teacher/guru, approachable yet still maintaining stern authority over your students/customers. Or on the flip side, you could be the CEO-on-the-mountaintop, somewhat relatable to your customers, but staying a few layers removed from your tribe. (Sandy Krakowski is a great example of a CEO whose audience has limited (direct) access to her, so she’s on somewhat of a pedestal, but she’s still very visible and relatable as the face of her company).
And how does that dictate how you present yourself, the way you communicate with your tribe, and the way they relate to you? Hmmm…
About Barbara Austin
As the graphic designer & founder of Sweet Dreamz Design, Barbara loves working with women entrepreneurs to brand their businesses. She shares a variety of small business advice and anecdotes here on the blog. Check back every week for new tips, inspirations, and how-to articles, or subscribe to get regular updates in your inbox each week!