The digital age has transformed the way we operate as businesses. Our ‘shop fronts’ are online, and not just the high street – and we can reach vast numbers of new people with our words and images. But this comes with a downside, too: that online world creates a distance between brands and their audiences. That means we need to work harder to make those connections, and build that trust – by showing up, and doing it consistently.
We’ve noticed a strong upward trend in encouraging business owners to get more visible this year: more videos, more candid social media posts, and more blog posts about why they love what they do. There’s a clear recognition that showing up more is important than ever– so let’s talk about the effects of showing up consistently, and how to do it well.
Why Show Up?
In the old days, trust and relationships were largely built in person, and by word-of-mouth reputation. You can still do that online – but your online presence has got to be consistent with the authentic people behind the business. Authenticity is a currency that holds immense value, because it underpins and reinforces that in-person relationship that trust is built upon. When you, as the business owner, actively show up in your brand, it fosters a genuine connection with your customers.
And it’s not just about getting your face out there. Showing up is about infusing that authenticity into your whole brand – the images, the logo and strapline, website, words and social media. It’s about creating a relatable ‘brand persona’ that inspires people – one they can connect with on a personal level.
Success in business is becoming more and more about the people behind it, and the connections they make and build. With AI on the rise, there is SO MUCH content that is generated by machines – not the living, creative people behind the business – and for now at least, it’s easy to spot. Your brand has to reflect the authentic humans that run it – or they will search for a business that they can build a relationship with.
So how do you do it – and do it with the consistency that’s needed to reinforce your message, and build that trust?
Showing Up Consistently
We don’t just mean post regularly on your blog and social media (although that’s important too). We mean the importance of being consistent in your messaging, your tone and your image every time a customer encounters your business – whether that’s on your website, on social media, or in person.
In the digital age, where your potential customers are bombarded with information from various sources, maintaining that unified ‘brand message’ is crucial. Consistency reinforces what you offer, your values, and helps build trust with your audience. Whether it’s your website, social media channels, or marketing collateral, you have to be sure and confident about the voice, values and visuals you’re putting out there.
Showing up on your Website
The purpose of your website is to be your shop front, enticing new customers in through the door, and welcoming old ones back in too. Does your website do that, representing everything you offer to your customers, in the same manner as you would greet them in person?
- Is it clear what you do as soon as you arrive on the home page?
- Do the images, colours and fonts match the look and feel of your social media, business cards, banners, and other places they may have encountered you before?
- Do you have a well-stocked blog, that shows your knowledge, expertise and the person behind the business?
Getting your brand right on your website – your shop front – will lay the foundations for how you show up and represent that on your social media and in person.
Showing up on your Social Media
Social media isn’t just a marketing tool; it’s where you build those relationships and engage with your audience in different, dynamic ways. Consistency across your social media channels is vital for brand recognition – in terms of regular posting, as well as keeping the overall appearance, tone and message of your posts in line with your website presence.
The best exposure comes from a good mix of video, reels and stories, alongside static posts with strong visuals that match your brand and voice overall. Use behind-the-scenes glimpses, talk about your ethical practices, and address customer queries directly: transparency builds credibility, and building your credibility is a long-term investment in attracting new customers, and keeping existing ones.
Share your passion, challenges, successes, insights and journey, and let your personality shine through. Never underestimate the power of your personal presence and your own story in connecting with new customers.
Show up in Person
Whether you’re networking, presenting on a big stage, or running a stand at an event, what you say and how you come across must be in line with your online presence – and vice versa. Are your images and visuals consistent with what they see on your website home page? Does your 60 second pitch carry a clear, confident message about what you offer, and why your ideal customers love to work with you? Does your event banner say what you do in a few simple words? Is it easy to get your contact or website details?
Building those relationships in person is just as important as the online world – sometimes, even more so – and you can bet that after you’ve met, your new leads will do plenty of research into you online before they make that final decision. So the message has got to be the same wherever they encounter your business: it’s got to be consistent, and consistently you.
Wherever you engage with your audience, they must have the same overall experience and impression of you and your business. Anything else makes building that trust a very difficult matter. Embrace the latest technologies and trends, and make them work for you and your business – but never compromise on the foundational elements and consistent message and values that make your brand unique.
If you’d like to find out whether your brand is fit for purpose in 2024 – or to learn how to show up in your business – Elite in a Week can show you how. Contact us to find out how.