How to stand out with your brand online.

It all starts with authenticity.

Remember the days of when you had to write a paper in school that required a certain amount of words or length and the result was messy? You included topics that didn’t need to be introduced. You included excerpts and quotes that were hardly needed all for the sake of doing something that didn’t feel like your authentic work. When you do something for the sake of others telling you to do it, you will almost always lack the buy in to do it best. When we look to small businesses trying to find new ways to grow in the digital ecomm space, we often see them making the same mistakes our teachers did when the required minimum length papers; it lacked authenticity.

We don’t need to tell you that authenticity is important, but it’s something that’s commonly forgotten about especially in verticals like the aftermarket automotive space and financial lending. So instead of sounding like everyone else, here are some tips to help you gain authenticity in your marketing strategy.

Simply put, these are tips we put into practice with our clients everyday to help their customer base grow authentically and with greater end conversion and lifetime value.

1. Use a unique voice and tone in your content.

   1. Small businesses often have a more personable and authentic voice, which can be a refreshing change from the formal tone of larger companies. Use this to your advantage by showcasing the personality of your business and the people behind it in the content you create. Once you’ve found a way to consistently talk, write it down. A brand tone chart can do WONDERS for small businesses.

2. Share stories and behind-the-scenes content.

   1. Small businesses often have interesting and unique stories to tell about their journey and the people who work there. Sharing these stories and giving your audience a glimpse into the inner workings of your business can help to differentiate you from larger companies and make you more relatable. Remember, most audiences are comfortable with seeing the days where things are tough just as much as when you’re winning. Don’t be afraid to show that humanity, especially as a small business! Photos, videos, or even a short tweet work!

3. Show your personality through visuals.

   1. The visual elements of your content, such as the design and branding, can also help to convey your personality. Consider using unique and memorable graphics, colors, and fonts to stand out and differentiate your business from larger competitors. If you still lack a brand guideline for your small business, start with a mood board through Pinterest or on an empty wall in your office. From there, pin or print images, graphics, or inspirational pieces of content that you want your content to feel like. Before you post, go put that piece of content right next to the board and see if it “fits in.” Inspiration & copying are not the same thing. Once you have your style themed, build a mood board from your own content!

4. Engage with your audience and encourage them to share their own stories.

   1. Building a community around your small business can be a powerful way to differentiate yourself and show your personality. Engage with your audience on social media, respond to comments and reviews, and encourage your customers to share their own stories and experiences with your business. Always stay involved.

5. Be transparent and authentic.

   1. In today's digital age, consumers value transparency and authenticity. Show your personality by being open and honest about who you are and what you stand for. This can help to build trust with your audience and differentiate you from larger businesses that may be perceived as less transparent.