In order to compete with larger companies, small business owners need to establish an authentic, likable brand. When a consumer is able to build a connection with a brand, they are likely to become loyal customers. Here are seven ways you can create an authentic small business brand.

Tell The Origin Story Of Your Company

Don’t be afraid to let everyone know where you came from. Dive deep into the humble beginnings of your business. Let people know what it took to get started and how much time you’ve invested in your company. Where did your concept come from? What drove you to make it a reality? What obstacles have you faced to make your dream happen? Putting together a compelling brand story is a great way to build a connection with potential customers.

Leverage Customer Surveys

Anonymous customer surveys can give you valuable insights into what your customers really think about your business and where they believe you need improvement. Ask specific questions and leave room for additional comments. Most importantly, implement the ideas you receive from these surveys. While it is not feasible to take action on every item, small steps will be recognized by your customers.

Engage With Prospects Through Social Media

Social media offers a great platform to connect with your current and potential customers. Respond to any questions, reviews and comments in a timely fashion. Create posts that drive engagement such as contests, questionnaires and videos. Consistently post to your pages and keep your profiles updated. Social media can be a great marketing tool, but consistency is imperative.

Be A Hands-On Business Owner

Delegating tasks is a major part of running a successful business, but it’s also important to be involved in the daily operations of your company. Speak with your employees about their concerns and ideas they may have to improve your business. Interact with your customers on a regular basis.  Get to know your distributors and vendors. This is all a part of building relationships, which is key to creating an authentic small business brand.

Be Open About Failure And Success

Every small business has their ups and downs and sharing these can help your customers connect with your brand. Everyone has experienced failure, and being open about these failures will lend authenticity to your brand. On the same note, don’t be afraid to celebrate your successes. Doing so isn’t being braggadocios, it’s only natural, and human, to want to celebrate your wins.

Post Testimonials And Case Studies

Nothing speaks better to the quality of your brand than customer testimonials and case studies.  These can be posted on your website, social media pages and even around your physical business.  Whenever possible, solicit testimonials from satisfied customers. People tend to trust the word of fellow consumers more than that of the business itself.

Showcase Social Awareness

Social issues play a major role in the identity of your brand. If you’re running an environmentally friendly green business, make sure people know about it. Whenever you’re contributing to charitable organizations or volunteering, it should be posted on your social pages and website. Not only does this help to improve the image of your brand, it will help bring awareness to the causes you’re contributing to.