Growth & Jobs | Crafting your small or microbusiness’ unique story

WHEN MANY think of branding, flashy logos and big corporate ads often come to mind. However, in Jamaica, especially for micro and small entrepreneurs, such as artisans, craftsmen, and local service providers, branding has to take on a more authentic and organic approach. It’s about telling one’s unique story, connecting with your community, and showing customers and potential customers what makes them special.

WHY YOUR BRAND STORY MATTERS

As a small or microbusiness owner, your brand is your reputation, your identity, and your voice all rolled into one. Imagine strolling through the vibrant artisan villages of Falmouth or Ocho Rios – each vendor offering something handmade, similar in feature. What makes a person stop at one stall instead of the other? Often, it’s the story behind the product being sold, the connection one has with the seller, or how their brand speaks to something that resonates with the buyer.

Your brand story is what makes you stand out in a crowded market. Whether you’re an artist, a jeweller, or a local farmer, your brand tells the world why your work is different – why it’s better, more thoughtful, or more aligned with what your customers care about. For instance, if you’re creating jewellery from locally sourced materials, your brand could emphasise our culture and the art of craftsmanship. Creating a story that not only stands out, but also deeply resonates with customers who enjoy supporting local businesses.

THE POWER OF THE FOUNDER’S STORY

One of the most effective ways to create a unique and compelling brand is to share your personal journey as a business owner. This ‘founder’s story’ approach transforms your passion and experiences into the core of your brand identity. Customers love to connect with the people behind the businesses they support, and by sharing your story, you invite them to become part of your journey.

Imagine this, a craft shop owned by Marcia, a woman whose hands have been shaping beautiful sculptures since she was a little girl. Her grandmother, a renowned potter in their community, taught her how to mould clay, turning raw material into functional art. When Marcia’s grandmother passed away, she felt a deep longing to preserve her legacy, to keep alive the traditions that had been handed down through generations.

So, Marcia decided to open a craft shop not just to sell pottery, but to share her grandmother’s story with every customer who walked through her door. The shelves are lined with vases, mugs, and sculptures, each piece lovingly made by Marcia herself, infused with the same passion her grandmother once had. When customers enter the shop, they’re not just buying a product – they’re taking home a piece of history, a tangible connection to the past, and a symbol of the resilience and creativity of her grandmother’s legacy.

Marcia’s story isn’t just about the pottery; it’s about love, loss, and the power of tradition. It’s this story that draws people in, that makes her craft shop stand out in a market where similar products are sold. Customers return not just for the quality of her work, but because they feel they are part of Marcia’s journey, supporting a dream that’s bigger than just a business. That’s the power of telling your story, and being able to tell it well. It can help your business’ brand to resonate, attract and connect with customers.

PERSONAL BRANDING TIPS

Tangible branding is also important for businesses and their owners, so that customers can recognise and recall your brand with ease. Here are some tips to support with enhancing your personal branding.

• Have your business card

Ready business cards aren’t only for corporate professionals. Even for micro and small businesses, your business card is often the first piece of your brand that people will touch and see. Make sure it’s well designed, reflecting the quality and personality of your business. A good card can leave a lasting impression, turning a casual encounter into a loyal customer.

• Be your brand

Your appearance and demeanour are direct reflections of your brand. Whether you’re at a local market or a business meeting, the way you present yourself should always align with the values and image you want your business to convey.

• Be present on social media

In today’s digital world, how you engage with your audience online is just as important as face-to-face interactions. Make sure your social media profiles and posts align with your brand’s message and values, and remember to keep the conversation going with your audience.

YOUR BRAND IS YOUR STORY

As a small or microbusiness owner, branding isn’t about having the biggest budget or the flashiest ads – it’s about being authentic, consistent, and being customer-focused. Your brand is your story, and no one else can tell it quite like you can. So, take the time to define what makes your business special, and share that with everyone. Your customers are waiting to connect with you, and your brand is the bridge that will bring them to your door.

Saniah Spencer is a marketing executive at The Jamaica National Group.