Make an Impact

Marketing Insight to Grow your Business

What’s Your Story? January 28, 2009

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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.