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What's Your Story?

Create emotionally invested customers by injecting your unique personality into every aspect of your business.

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This story appears in the July 2007 issue of Entrepreneur. Subscribe »

Often what sets one company apart from the next is the entrepreneur at its helm--his or her personality, history and philosophy shape the company's corporate culture and, ultimately, its image. This unique difference, this cult of corporate personality, can become a strong competitive advantage when properly nurtured and extended into all sales and marketing messages.

Customers define themselves through the brands or vendors they choose. Whether you're an inner-city minority business owner or a fashion model-turned-electrical contractor, your own life story, company ethics or mission can help you build a distinct image for your business or brand that will draw customers who feel a kinship with you and your message. This is one form of "emotional marketing"--getting customers interested in your products or services because of how they feel about your company, not just your day-to-day offerings. And it's an ideal way to gain customers with a vested emotional interest in your success.

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