What's Your Story? Create emotionally invested customers by injecting your unique personality into every aspect of your business.
Opinions expressed by Entrepreneur contributors are their own.
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.