I noticed that in an effort to be “authentic” some small businesses are oversharing and/or in finding their brand voice they are not maintaining professionalism. I believe this comes from wanting to be liked, following trends, and not knowing better.
There are several reasons I urge caution:
- Oversharing your weaknesses and flaws diminishes your perceived value as a business and brand. Especially when your customers are paying for you to be knowledgeable and experienced.
- Using super casual language and/or profanity has a negative impact on the level of respect customers have for you and your brand. It may be trendy and appealing now, but they will grow out of it. Do you want to help them grow or be left behind?
Yes, customers buy from brands they like and that are similar to them. However, they are loyal to and refer brands they respect and value.
Do you want your legacy as a business owner to be one that settles for the lowest common denominator (fitting in with the crowd) or do you want to raise the bar and lead by example?
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*Espresso Series – Short daily opinions and thoughts about business from our founder.
**This post was referenced on Emma Wood (2018).