Business IS Personal: Why Your Brand Voice and Presence Matter

We’ve all heard the phrase: “It’s nothing personal, just business.” Thanks to mob movies and TV shows, it even sounds a little sinister. And while most people get the sentiment behind it, few stop to realize how ridiculous that really is -- because here’s the truth: business is personal. Every facet of business, from the top-level CEO down to the consumer level is personal and based on the relationship between one party and the other. We make deals, sign contracts, and spend money with people (and brands) that we enjoy. Think about it, when's the last time you bought something from the bakery down the street whose owner always acts like customers are an inconvenience to their baking?

Whether you're selling cupcakes or consultations, people aren't just buying "the thing" -- they're investing in you. This is doubly true for us small business owners. Chances are you don't have the marketing budget of Nike or, let's be frank, the convenience of Amazon. What you do have is personality. And that can be your "unfair" advantage -- if you're brave enough to show it off.

The You You Are

Too many small businesses try to sound "professional" and end up sounding like a bank manager's voicemail. But the truth is that people want to buy from people. Real ones. So if you're quirky, kind, sarcastic, obsessive about quality, whatever -- show that. Your people will find you. As for the wrong people? They'll move on. Which is 100% a win, honestly.

Your goal isn't to appeal to everyone. You never will. What your goal actually is, is to attract the people that align with your values, your voice, and the way you do that thing you do. That's when business feels less like a cold transaction and more like a symbiotic relationship (don't worry though, we're not talking Eddie Brock and Venom levels of symbiosis).

Let's be very real: small businesses live and die by relationships. You probably even remember the first customer that took a chance on you. Or the regular that always brings their dog and kids. Things like that aren't just loyalty; it's connection. And these types of connections don't just happen by accident.

Curate, Don't Manufacture

Don't get overwhelmed with the idea of these relationships though. This doesn't mean you need to spend your life being a brand ambassador or wake up every morning sharing your life story on Instagram Live. Being personal doesn't mean being performative. It means being intentional. Curating your brand voice and presence can be done just like curating your storefront or website.

Are you laid-back and chill? Then your website copy shouldn't sound like it was written by some corporate lawyer. Are you high-energy and boisterous? Then get out there and make sure your social media reflects that vibe. Personality in business isn't about being loud, it's about being recognizable. Being you in a way that makes people say, "Yep, that's who I want to work with."

The best part? When you lead with your personality, you attract the right clients. People who respect what you do, how you do it, and make work feel a lot less like work. It also becomes easier to say no to people whose alignment is off from your own because you're not trying to be everything to everyone.

Does It Really Matter That Much?

You bet your bottom dollar it matters. People are exhausted. Whether they admit it, or even recognize it, they're sick of chatbots, corporate buzzwords, and the one-size-fits-all approach companies take towards their customers these days. People want to feel something when they interact with others -- even if it's a business. Warmth. Honesty. Humor. A sense that there's an actual human being on the other side of the screen, counter, or e-mail.

The world has taken a turn towards faceless transactions and algorithmic feeds. Which has been great for the bottom line of big companies, but it leaves us all with soulless interactions that lack one thing that can't be automated: personality. People can buy anything pretty much anywhere, but they can't replicate you. That's your edge and you should use it to your advantage.

When you treat business like it's personal, your customers will feel it. More importantly, they'll remember it. And most important; they'll come back for it.

Not sure how to turn your personality into marketing magic or best reflect your brand? That's where we can step in and help iron everything out. We help small businesses find the words, tone, and storytelling that will actually connect so you can attract the right people and build loyalty for not just your product or service, but for YOU. When your brand voice sounds and feels like you, everything else will just click.

So, yeah, business is personal. And that might be the best part about it.