Weekly Top 10: How to Tell a Compelling Brand Story | weekly top 10
Whether you started your business in your garage or are giving back to the community, customers feel more connected to a brand with a unique story. Did you know that our founder, James M. Cox, worked on the family farm before acquiring several newspapers and broadcast stations, leading to the creation of Cox Enterprises?
The Cox family also owns several automotive companies such as Kelly Blue Book, Autotrader, Dealer.com and Ready Logistics. This is due to our founder’s personal interest and hobby of collecting cars. Telling and sharing the “why” behind your business can be a great way to attract new customers and build brand loyalty.
1. Tell your story. How did you realize your dream of being an entrepreneur? Share how your business was created and all the obstacles you overcame to get where you are today. Add an “about” page to your business website where you can include this information.
2. Share your mission. It is important to create a mission or vision statement for your business. This will tell customers exactly who you are and what your business goal is.
3. Explain your background. Many customers like to feel like they really know who they’re buying from – that’s what sets your business apart from big brands. Share ideas about who you are and what your life is like outside of the workplace.
4. Credit your mentors. Has anyone inspired you to become an entrepreneur? Has a book shaped the way you do business? Share a story about your mentor or inspiration and how they helped you along your journey to becoming a small business owner.
5. Highlight team members. Also consider telling the stories of your employees. After all, they shape the story of your business! Feature an employee on your company’s social media and highlight their unique hobbies or work accomplishments.
6. Create a blog. Just like I give tips and articles here, businesses can share their ideas through a website blog. It’s a great way to get noticed by potential new customers if you share valuable content.
7. Get behind product creation. Take your customers behind the scenes by creating short videos of how your business works to share on social media. Show what goes into creating your products and offer fun facts about what it’s like to run a small business.
8. Show culture. If your workplace has a unique culture, share it! Whether you’re taking your dog to work or hosting team building events, consumers will appreciate these fun glimpses into your world.
9. Create a mascot. If this fits your business, you can create a mascot to show consumers your company’s personality. Just like the Geico gecko, you could have your own persona that embodies your brand values and tells your story.
10. Support the community. One way to show consumers what your brand believes in is to take action. Get involved in volunteer work that matches your company’s mission. Cox Charities involves Cox employees in volunteer efforts to give back to the community we serve. Our Southern Arizona employees complete hundreds of hours of community service each year!
Lisa Lovallo is the Vice President of the Southern Arizona Market for Cox Communications, leading a team of more than 260 Southern Arizona Cox employees who contribute more than $692 million annually to impact total economy in southern Arizona. Prior to joining the Cox Southern Arizona team, Lovallo ran a Tucson-based family business and graduated from the University of Arizona. Contact her at [email protected]