People crave connection in all areas of their lives. For entrepreneurs, a compelling and well-crafted story is the best way to create those connections and ensure your brand resonates with your target audience.
“People buy from people,” says Felicia Sinusas, associate director of publicity at Harvard Business Review Press and judge of the 2024 CO— 100: America’s Top 100 Small Businesses. “Companies need to realize that their story helps build trust and a connection with their current and potential customers.”
Here’s how to create and share a compelling story for your small business to help your brand stand out from the crowd.
(Read more: How to use storytelling as a leadership tool)
5 elements of a great company history
Sinusas warned entrepreneurs against believing that a fantastic product or service alone is enough to attract customers.
“There may be inferior products or services on the market, but if a competitor offers customers more compelling reasons to buy from them, they may be able to close the sale,” she said.
To this end, Sinusas recommends incorporating the following five critical components when developing and shaping your company story:
- The ups and downs of your journey. Success isn’t a linear process, and your company story should reflect that. Sinusas suggests adding some “drama” to your story by talking about things like near misses and amazing successes.
- Mistakes you have made. Talk about a time when your business took a wrong turn and you had to start over for a better idea. Be open about the mistakes you’ve made along the way as an entrepreneur because “it says a lot about you as a person when you’re humble enough to admit you’re not perfect,” Sinusas says.
- Insights you have gained. Incorporate discoveries you’ve made as a business owner that others might find interesting or surprising. For example, you might talk about how a product you developed for one audience sold better with another.
- A connection point to your target audience. Think about your audience when setting the tone of your story and the details you want to include. “You would talk to a baseball fan differently than you would to someone who likes to go to concerts,” Sinusas said. “What can you add to build a connection with them?”
- What makes you unique. Find out what makes your company different from the competition. As Sinusas noted, “There are probably similar companies, but there is only one of you.”
(Read more: Easy ways to promote your small business)
Think about some of your core values and have supporting anecdotes to illustrate them.
Felicia Sinusas, deputy director of public relations at Harvard Business Review Press
Tips for telling your small business story
This is how Sinusas recommends telling the story of your small business.
Find the best channels and formats to share your story
There are no right or wrong channels to share your business story. However, there are “best” channels. For example, Sinusas said the best channel for an interior design company is a visual channel where they can share photos of their work. However, that “best” channel and format wouldn’t make sense for someone with a small consulting business.
Once you have decided on a channel, it is important to stick with it and not give up straight away.
“This may seem difficult at first, but once you find a rhythm that you are comfortable with, it can lead to success and deeper insights,” Sinusas said.
Consider the context
Even if you have a great core story, it’s important to consider the situation and context you’re in when telling it. Sinusas noted that you need to know when to keep it brief for someone who’s in a rush and when to take your time when you have someone’s full attention.
“Sometimes it’s helpful to have colleagues or family members give you unexpected tests where they pretend to be other customers and you have to respond immediately,” she added.
Share anecdotes that show who you are
Give insight not only into your personality as a small business owner, but also into your personality.
“Think of some of your core values and have supporting anecdotes that illustrate them,” Sinusas suggested. “The best thing is to make your story compelling.”
Tell your story as often as you can
Take every opportunity to tell your story in different media and formats, from contacting a local newspaper to speaking directly with existing customers.
“Tell it over and over again in different ways,” Sinusas said. “That might mean pointing to your core story when you talk about certain products or services and saying, ‘This is why we do what we do.'”
(Read more: How to give a convincing business presentation)
CO— aims to inspire you with leading, respected experts, but before making any business decision, you should consult a professional who can advise you based on your individual situation.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of U.S. Chamber of Commerce small business membership here.
Published
