Small business owners are often very attached to their image and brand. This is a great thing. Often they have built it from the ground up and are very proud of it. Business owners are like an artist or performer, we are trying to communicate something profound, and we want everyone to get it. Here’s the thing 99% of our audiences (especially on social media and blogs) are here to see improv, and not Shakespeare.
One most common forms of paralysis I see with small business owners is the overwhelming desire to get every word just right, and that every nuance of Facebook, twitter, and their blog communicate that spark of what makes them unique. The problem is, people don’t remember what you said, in fact they barely remember the vague idea, and only that if they feel like they know you. That there in lies the goal.
The purpose of blogging, vlogging and social networking is not to communicate a 100% perfect brand, but to present an image of yourself and build a relationship with far more people than those who can walk in your doors that day. It takes personality. Be fun and engaging.
It is not only alright to waiver from your “brand” to show off who you are, it is encouraged, because despite what you think, YOU are your brand. It’s sort of like dating, the best advise is to just be yourself. In our day and age brand loyalty is not built on status, but a feeling of connection and identity. Now, as throughout all of history, identity comes from one’s people. And people are messy, engaging, and–oh yeah, Funny.
A Great Example
Here is what I’m talking about. Watch Larry from the Chocolate Box. At the end of the video are the out-takes. People might come in to the Chocolate Box because of the location, online visibility, or ads, but they stay and recommend it to their friends because they like the people. Be bold and express yourself. (seriously, watch the out-takes at the end)
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