The Face of Your Product-Based Business

If you think you can get away without showing your face as the founder or owner of a product-based business, you're wrong. Ok, maybe you could get away with it, but you'd be missing out on a huge opportunity to stand out, build trust, and make important connections.

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This is a lesson that most service-based businesses have already learned. Personally, I’m the owner of a one-woman service-based business and because the service I offer is working directly with me on brand strategy and brand design, I have to show my face in order attract and earn the trust of my potential clients. As a product-based business, it's tempting to let the "product speak for itself" but know that your voice is more powerful and can amplify the attraction and trust from your potential customers.

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Now before we get into the details, I want to clarify what I mean when I say that you need to be showing up as the face of your product-based business: you need to be present in person and online as yourself and be actively telling your story, sharing your expertise, and talking about your products.

STANDING OUT IN A CROWDED MARKET

You’re not the only product-based business owner who isn’t showing up as the face of their brand. It’s so easy to keep your own voice hidden in the shadows while your products stand alone in the limelight. Because many other business owners are keeping quiet, you have this huge opportunity to stand out by being present and letting your voice be heard!

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I know that taking a leap like this can be hard if you haven't been showing your face, but success is almost always found by taking risks and walking the road less traveled. If you’re doing what everyone else in your industry is doing, you’re going to get lost in the noise. But if you can offer a unique perspective and story behind a product (even when that product is similar to others), your customers will more easily differentiate and remember you and your products.

THE POWER OF AUTHENTICITY

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Small businesses like yours don’t have the outrageous advertising budgets that a large company might use to convince potential customers that they need their products. Instead, you tend to rely more on more natural forms of marketing such as word of mouth and social media. This is where you have the power: as a small business, your relatability, authenticity, and transparency are worth just as much as a giant advertising budget if you can consistently show up.

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Some of the content that does the absolute best on social media these days is relatable content. We like to see people like us having experiences like us. Even if it’s just one simple video, someone relating to your personal experience can be the first step from turning them from a potential customer into a loyal customer.

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Another genre of content that does really well is value-packed content. We love to follow people who add value to our lives. What non-product value can you give your customers? What industry insights can you be sharing to position yourself as an expert?

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Remember that showing up doesn't just have to be about you. It should be about your experience running your business, the reasons why you started your business, and the expertise you have in the industry. Showing the behind the scenes of your business will make your customers feel more connected to your brand and your mission.

CONNECTING ONLINE AND IN PERSON

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If you’re not excited to show up as yourself on social media, I feel you. It’s one of my least favorite parts of being a small business owner, but it has to be done. Customers will connect more deeply with a product when they can associate a face with the brand.

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Generally speaking, we don't like to feel like we're being sold to. There are all kinds of ways that businesses try to avoid the sales-y speak, but one of the best ways is by making genuine connections with your potential customers. Social media is a really powerful tool for this. You can comment on your ideal customers posts, connect with other product-based business owners, and make content targeted towards your ideal customers. By doing this, instead of seeing advertisements, your ideal customers are seeing a person they can relate to who has a product that can add value to their life.

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We live in the digital age, but in person connections are still just as valuable as online connections. Want to see your product on the shelves at your local gift store? Or on the shelves at Target? It's all about connections. What events can you attend in your town to talk about your business and your products? How can you be more present and ready to talk about your story when you're selling at craft fairs? How can you connect with other local business owners in town who might help your products reach greater audiences?

ISN'T MY BRANDING ENOUGH?

Your visual brand identity isn't enough! There's a reason that I offer both brand strategy and brand design services and I don't do one without the other. Your logo, packaging, colors, etc. are important but they aren't going to attract your ideal customers if the messaging isn't right.

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My brand strategy services help you articulate who your ideal customers are and how you should be communicating with them. I'll also help you clarify your messaging so that you never have to think about how you describe your business or products. I use this information to design an effective visual identity for your brand. You use this information to help you show up and communicate with your customers.

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It can be uncomfortable but showing up as the face of your brand will help you stand out amongst your competitors, build trust with your potential customers, and make important connections with your customers and other business owners that can help you reach a larger audience.

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