Every company has a story. A pregnant, working mom is frustrated with the lack of professional maternity wear available. She takes a chance and launches a clothing line. An immigrant family’s love for traditional Russian food inspires them to open a restaurant. A struggling college student launches a tech support company in his dorm room. Over the years, he transforms it from a one-man operation to a division of Best Buy called Geek Squad.
People don’t identify with products or services. People identify with people. And, there is a story behind every person. The first step to building a relationship with your market is to open up and share your story. Where did you come from? How did you get here? And, how does your story shape the way that you do business? Put the story on your website and, if it’s really interesting, pitch it to local media. They love a good human interest story!
While tactics like coupons and discounts cost money and only serve to cheapen your brand, sharing a true story about your path to success costs little and will work to strengthen both brand perception and market share.