We all love to think it’s our amazingly unique product or services but in reality, few of us are reinventing the wheel.  We have simply identified a need within our community and used our specific skillset to fill it.  The difference between you and every other business doing the same thing is how you do it and that is directly connected to you as a person, as an owner, and as a consumer.

 

I know what you’re wondering now: how does who you are as a person relate to what you offer as a business?  Remember when I said that many of us began our entrepreneur journey as someone who saw a need for service or product and realized we had the ability through our specific skills to fill it?  Well, how did you get those skills?  Your skillset is built through your experiences in life as well as in business as both a consumer or past employee.

 

Taking those learned skills and using them to create a new method, system, delivery, or way to do something is what sets you apart from someone else.  In building your identity as a brand and a business sharing the why behind who you are as an owner will be key to building your brand loyalty, commitment, and reputation with your consumers – current and potential.  It will also allow you to identify potential partners and collaboration opportunities with fellow small business owners.

 

So now that I’ve shared the why of your identity connection with your brand it’s time to share the how of building on it.

 

Begin by sharing your story.  Many customers and consumers seek out small business options because they have been unable to find a way to connect with the larger business options. They feel like no more than a number or a receipt.  Sharing who you are as an owner will establish that connection and create the opportunity to share your product or service as well as why they should choose to support you.

 

Be transparent.  Tell the truth. Show both the good and the bad. Being transparent in both your wins and setbacks creates a sense of humanity.  Your business is no longer limited by a URL or logo – there’s a person behind it and that is who potential customers and clients will want to support.