6 Tips on Building a Relatable Brand for Small Businesses

Mar 26, 2023

<a href="https://www.ewrdigital.com/author/matt" target="_self">Matt Bertram</a>

Matt Bertram

Matt Bertram is a award-winning marketing consultant and SEO Expert. He is the lead digital strategist at EWR Digital. Host of the Best SEO Podcast and Co-Host of the Oil and Gas sales and marketing podcast.

Hey there! Have you ever noticed how brands these days are constantly striving to be authentic and relatable? It’s like they’re aiming to connect with us on a deeper level beyond just selling products. I’ve been pondering over this notion lately, realizing that there’s more to successful branding than meets the eye. 

Do you know that 57% of consumers think brands aren’t authentic. If your brand is authentic, how can it be relatable?

Crafting a relatable brand is possible. Small business is all about connecting with people on personal levels. If you think about it B2B is the same way.

Using this guide, you will learn essential tips to upgrade your branding through a strong relatable digital marketing strategy to grow your business and create lasting connections with your audience.

1. Build From Within

The best place to begin creating a relatable brand starts with your staff. Why do the people you employ work for your small business? How do your team’s values contribute to the corporate identity of your brand?

To kickstart the creation of a relatable brand, thinks about your team members. Why did they choose your small business? What values do they bring to the table that contribute to your brand’s identity? The foundation of your brand starts from within your industry. Understanding your employees’ motivations is crucial, especially if your company’s mission or purpose isn’t crystal clear. Your team holds the key to defining that purpose. Consider organizing an identity workshop to encourage open discussion among your team members. This could reveal a common thread that ties everyone together beyond just sharing a workspace. If your brand lacks a clear mission, discovering this shared purpose can help define it.

Building a brand for your business starts from within the industry. You need to know the why of your employees if your company has an unclear mission or purpose. You can find this purpose in your people. Consider an identity workshop to get your team to open up. You’ll likely find a common thread that unites your employees beyond a shared workspace. If you lack a brand mission, finding this shared purpose can define that for your company.

Relatable Brand Teamwork - EWR Digital

2. Define and Align

“Define and Align” is all about the essence of small business branding. It’s about taking the time to clearly define the core values of your organization and then aligning every aspect of your brand with those values. Think of your values as the guiding principles that shape everything from your company culture to your customer interactions. By defining them upfront and ensuring that every decision and action aligns with them, you’re not just building a brand – you’re crafting an authentic identity that resonates with your audience on a deeper level. It’s the secret sauce that sets you apart from the competition and builds trust and loyalty among your customers. So, take the time to define what your business stands for, and then make sure everything you do reflects those values. That’s the key to successful business brand building.

3. Listen, Learn and Amplify

This is the heartbeat of small business branding. It’s about tuning in to the needs and desires of your customers, learning from their feedback, and amplifying their voices in every aspect of your business. By actively listening to your customers, you gain invaluable insights into what they truly want and need. Use this knowledge to shape your products or services, tailoring them to fit like a glove. Then, craft a message that speaks directly to your target market, resonating with them on a personal level. When you prioritize the voices of your customers and align your offerings with their preferences, you create a brand that not only meets their expectations but exceeds them. So, listen closely, learn from your audience, and amplify their voices in everything you do. That’s the recipe for small business branding success.

4. Share Your Values

Do your customers know about your brand mission? If not, you can share it with them using social media marketing. Social media serves small businesses if they know how to use it.

You can share your reactions to consumers’ issues on social media. You can also offer personal takes on your team and the cause(s) your company identifies with. Talking to customers is easier on social media, too.

You can interact with your consumers more, increasing your reliability. If you share your values in photos and videos, do so outside of the office space, too. Show customers a staff initiative like volunteering for a brand or mission-related service.

5. Share Valuable Content

Relatable Brand Marketing - EWR DigitalSharing content with real value to your audience is the secret sauce of small business branding. It’s not just about flooding their feeds with promotional messages; it’s about providing them with meaningful, relevant, and useful content that enriches their lives. Whether it’s sharing expert tips, behind-the-scenes glimpses, or inspiring stories, every piece of content you put out there should aim to educate, entertain, or empower your audience in some way. When you consistently deliver value, you build trust and credibility with your audience, positioning your brand as a trusted resource in your industry. And the best part? Happy, engaged customers are more likely to become loyal advocates for your brand, spreading the word far and wide. So, don’t just create content for the sake of it – make it count by sharing content that truly resonates with your audience and adds genuine value to their lives. That’s how you make a lasting impact with your small business branding efforts.

Sharing your values through social media marketing can have a profound impact on how customers perceive and engage with your brand. Here’s an elaboration on each point:

  • Brand Mission: Your brand’s mission is more than just a statement; it’s a guiding principle that defines your purpose and the value you aim to provide to your customers. By sharing your mission on social media, you’re inviting your audience into the heart of your brand, allowing them to connect with your purpose on a deeper level. This transparency fosters trust and loyalty among your audience, as they understand the driving force behind your business.
  • Reactions to Consumer Issues: Social media platforms provide a direct line of communication between your brand and your customers. When customers raise issues or concerns, responding promptly and transparently demonstrates your commitment to customer satisfaction. By addressing these issues publicly, you not only resolve individual concerns but also showcase your brand’s dedication to accountability and customer service.
  • Personal Takes and Team Insights: Sharing personal insights from your team members humanizes your brand and builds relatability with your audience. Whether it’s highlighting individual team members, sharing behind-the-scenes glimpses of your company culture, or showcasing team initiatives, these personal touches create a sense of connection and authenticity that resonates with your audience.
  • Interacting with Customers: Social media platforms offer unparalleled opportunities for direct engagement with your audience. By actively responding to comments, messages, and mentions, you demonstrate that you value your customers’ input and are committed to fostering meaningful interactions. This not only strengthens relationships with existing customers but also attracts new followers who appreciate your responsiveness and engagement.
  • Visual Storytelling: Photos and videos are powerful tools for conveying your brand’s values and initiatives in a compelling and memorable way. Beyond traditional office settings, consider showcasing your brand’s values through visual storytelling in diverse settings. For example, share images or videos of your team members volunteering for a cause aligned with your brand mission, participating in community events, or engaging in sustainability efforts. These visual narratives not only showcase your brand’s commitment to its values but also inspire and resonate with your audience on an emotional level.

By leveraging social media platforms to share your brand’s values authentically and transparently, you can deepen connections with your audience, enhance brand loyalty, and differentiate your brand in a competitive market.

6. Consistency is Key

Whatever brand identity you present, you must remain consistent. Consumers find a brand unrelatable when it changes message and voice too often. To avoid appearing inauthentic, make sure you plan your branding strategies.

Inconsistent branding turns consumers off. If they cannot identify what your small business does, they can’t relate to it. You can remain unique for your industry without becoming unrecognizable.

To remain consistent, you should include branding in your digital marketing strategy. Make sure any social media or other content remains on-brand, too. Anything you produce to market your brand should be identifiable with your business.

Your logos and icons should not look like other companies’ logos. Your color scheme should also stand out as unique to your brand. This does not mean you should explore entirely new colors, but ones that communicate what your business does.

How We Can Help You Craft a Relatable Brand

At EWR Digital, our goal is to help your brand. We want consumers to recognize your small business and connect with your voice. We understand the ins and outs of crafting a relatable brand, so you don’t have to.

Standing out as authentic in today’s saturated digital market requires an expert’s hand. Our professional marketing services can meet all of your branding needs. Our industry experience offers us a healthy perspective on the best ways to personalize your brand.

Reach out to us today to help consumers connect with your small business in a whole new way.

At EWR Digital Marketing Agency, we pride ourselves on our unique approach to identity workshops that goes beyond the ordinary. Here’s why you should choose us:

  1. Tailored Strategies: We don’t believe in one-size-fits-all solutions. Our identity workshops are meticulously crafted to suit your brand’s specific needs, goals, and challenges. Whether you’re a startup finding your voice or an established company looking to revamp your identity, we tailor our strategies to ensure they align perfectly with your objectives.
  2. Holistic Perspective: We take a holistic approach to brand identity, considering every touchpoint and interaction your audience has with your brand. From your visual identity and messaging to your customer experience and beyond, we delve deep to uncover what truly makes your brand unique and how to communicate that effectively to your target audience.
  3. Creative Innovation: We thrive on creativity and innovation. Our workshops aren’t just about analyzing data and trends (although we do plenty of that too); they’re about sparking fresh ideas and exploring new possibilities. We’re not afraid to think outside the box and push the boundaries to help your brand stand out in a crowded marketplace.
  4. Collaborative Partnership: We see our clients as partners, not just customers. When you choose us for your identity workshop, you’re not just hiring a service provider; you’re entering into a collaborative partnership where your input and vision are valued every step of the way. Together, we’ll work hand in hand to uncover insights, set goals, and bring your brand’s identity to life.
  5. Proven Results: Our track record speaks for itself. We’ve helped numerous brands across industries discover and refine their identities, leading to increased brand awareness, customer engagement, and ultimately, business growth. Whether you measure success in metrics or milestones, we’re committed to delivering results that exceed your expectations.

So, if you’re ready to unlock the full potential of your brand through an identity workshop that’s as unique as you are, we’re here to make it happen. Let’s collaborate to craft a brand identity that not only resonates with your audience but also sets you apart from the competition. Are you ready to take the next step?”