Using Story Telling to Strengthen Your Local Brand
Your business's story is worth telling. Here's how you can share it in a way that builds loyalty.
When people buy local, they're not just there for the product, they're buying the story. In the Finger Lakes, almost every business has a great one.
From family-owned vineyards and breweries, mom and pop boutiques, to your neighborhood auto shop, our stories are what set us apart from the faceless corporations of the world. Let's learn how to tell it so it connects and resonates with your customers.
Why it Works
Do you remember the last sales pitch you received? No? You're not alone. People don't remember pitches, they remember stories. Why did you start your business? What were some of your early challenges? How do you serve the community? Those stories bring out feelings, and feelings are much more powerful than the words used to convey them.
Find YOUR Story
Having trouble getting started? Think about these questions -
- Why did you start, and why in the Finger Lakes?
- What problems were you trying to solve for your local customers?
- What are you values? What drives your work?
- Who are the people on your team, and what drives them?
Answer these questions and you'll have a great foundation for your story.
How to Share It
- Feature Local Events and Landmarks - On your socials, post pictures from local landmarks tied to your work. If you're a shop on the Ithaca Commons, post exterior photos. If you're a contractor working on a building with a nice view of the lake, take a picture. These visuals tie you and your company to the region.
- Highlight Your Customers - Short stories or featurettes about your customers and local partners. At Finger Lakes Work Place, we often feature "Thankful Thursday" stories, thanking our customers, or sharing their thank you messages to us, with permission of course.
- Tell Behind the Scenes Stories - Pull back the curtain and show pictures of roasting coffee, setting up a new office space, or welcoming a new employee can bring your audience closer.
- Use Local Language and Personality - Do you know how to pronounce Canandaigua, or which syllable to emphasize in Avon? I bet the owners of the big national chains don't. You're local, be proud, and show it off!
- Mix Photos, Videos, and Testimonials - Your team out in the community or a post featuring a customer quote makes your marking real and relatable
Bring It All Together
When our marketing reflects our neighbors, we aren't just showing we stand out, we're showing we belong. Stories build trust, strengthen relationships, and let customers know they are supporting something that really matters. In the Finger Lakes, local isn't just where you are, it's who you are.
Need a little help getting your story told? Grab a slot on my calendar or email me at aaron@flworkplace.com to start the conversation.
Cheers!
Aaron
Notes from the Support Desk....
