What is the Story of your Business?

Take the time to answer this question: “What is the story of your business?”

If your mind drew a blank, the answer was “What story? I like making money”, you had no idea what I was asking, or something along those lines; you absolutely need to keep reading.

The story of your business should be the foundation that everything surrounding your business is built on. Packaging, customer service, logo, stationary, practices, standards, the list goes on and on. All of these things should reflect the story of the business. The story will carry through into everything that your business does and if you do not have a clear, defined, genuine, and visible story, you may find yourself lost more than not.

When consulting with businesses, especially in regards to marketing and startups, one of my first and most important questions is: “What is the story of your business?”. More often than not a blank stare ensues. It is surprising that many people are operating a business and do not know it’s story.

This story, the one of why you chose to do business and what value your business provides is the skeletal makeup and very essence of your business. The truth is, unless the story (or brand) of your business is both genuine and visible, customers do not have much to connect with and consumers are shopping more for connection than pure product.

The popularity of the internet and e-commerce has shifted consumer’s shopping trends and has directly affected the way that consumers choose to do business. In today’s internet connected world, consumers can go online, find a product or service that you specifically offer, perhaps of a better quality or a lower price, all without ever leaving their house.

The fact is your story and a consumer’s connection to it, is what draws customers to you, creates loyal customers, and prompts them to refer your business.

Take a moment to consider the stores and places that you shop. I am sure that you can easily identify the story of many businesses that you personally choose to do business with and can quickly make a distinct connection to their story.

I invite you to take a few moments to evaluate the story of your business. Is the story of your business:

• Defined?
• Genuine?
• Clear?
• Visible in the products or service that you offer?
• Visible in your employees?
• Visible in your marketing?
• Visible in your printed materials?
• Visible on your website?
• Prominent through your customer service practices?

If you answered no to any of the above, it is time to shift your focus on your story, evaluate it, and bring it to the forefront of your business.