Personal brands are just as important when you’re running a solo business as they are when you’re out there pounding the pavement for a job. What makes the brand “personal” is letting clients know that part of their investment is the unique experience of doing business with an individual, a real person, and tapping into what you have to offer. Everyone likes a little personalized attention, and it’s a great way to position your business as one that is highly attentive and tuned into the needs of your customers.

In a world of faceless big brands and economic shakeups, there exists more than ever a need to connect with brands and providers on a more personal level. As consumers, your customers want to feel secure and confident in the purchases they make and the decisions that drive them to do so. While you won’t relate to every customer that your company services, you can be RELATABLE, whether you are a one-person operation or a multi-member team.

Tell Your Story

A big piece of being relatable to your customers is sharing a small piece of yourself that ties together the individual and the business. In most cases, every business’ website has an “About Us” page, so go ahead and utilize that valuable real estate. Talk about how you started the business, from your original passion that drove you to develop the creative idea behind it, what inspired you about the products or services you offer, to the market segment you work with. Perhaps even give them an insight into how you made the leap from wherever you were before, to running your business. People love success stories, and it instills confidence in your brand.

Provide Positive Testimonials From Clients

A big factor in the decision to buy is the customer’s ability to see themselves on the receiving end of the benefits you claim to offer. Including client testimonials or recommendations around your products or services provides a positive visual of what the customer can potentially expect from engaging with your brand. A great testimonial not only describes the work you did, but shares some context around the unique difference your product or service made in your client’s life. Were they able to shorten their job search and let go of the accompanying anxiety because the coaching you gave them helped them market themselves that much better? Ask them to say that. Did your product put a giant smile on their child’s face when they received it? Ask them to say so. Did they wear one of your necklaces on a special occasion that forever sticks in their mind? Capture that.

Utilize Video to Invite Your Customers In

Online retail startup-cum-popular kid Zappos is an example of a company that really
captures the benefit of using video to connect customers with their brand on a personal level. They believe “that a picture is worth a thousand words” and invite customers to share their own Zappos experience via video format, in addition to providing a wealth of video-based product demonstrations to provide customers with the best shopping experience possible. Using video on your website can be a great way to showcase your own individual style and credibility that you bring to the brand, and share your story. Whether you do a simple introduction video for your homepage or About Us section, or create a weekly video blog series with tutorials and tips, video gives your customers a deeper view into the more personal, relatable side of the business.

Every brand should have a distinct personality of its own, from the visual identity, to the marketing message, and the way it speaks to a particular target market’s needs and interests. Solopreneurs have the distinct advantage of being able to bring a truly personalized experience into the brand by connecting it with your own personal story. Who you are and what you bring to the table for your customers in terms of your knowledge, experience, personality and relevance can be just as impactful in encouraging customers to work with you, as the products and services you offer.

{Featured image via The Man Registry}