Micro-businesses or Micro-enterprises are businesses which employ nine or fewer employees and have a balance sheet or turnover of less than €2 million. Technical as it sounds, you are most likely very familiar with these micro-businesses. Think of your local newsagents or mechanics, these are both micro-businesses.
You may be thinking, surely these kind of businesses wouldn’t benefit from PR or brand storytelling? They already have developed a loyal customer base and have been operating perfectly fine since they first opened. And that’s quite true. These kinds of businesses have done a lot in their time without the need for branding or communications strategies.
However, this doesn’t mean there is no room for change. As generations pass, these shops will either close-up shop or most likely, be passed on to the owners next of kin or another close relative. And with new ownership comes new ways of promoting small businesses.
So how can micro-businesses benefit from crafting their own brand story and using that as a weapon for promotions?
F is for Family
Most micro-enterprises tend to be family businesses. We all know a family-run shop, garage, trade service which we hold dear to our hearts and have relied on for most of our lives. We know them, not only as a shop, but as the family who provide others with said service. Everybody knows this particular family, as do our parents, our grandparents, etc. Your grandmother probably knows the previous shop-owner or even went to school with them!
The point here is that family-owned businesses are rich with history, and more importantly, good stories. Family owned businesses are often focal point for small communities for this very reason. These familial stories can be used to great effect when digitally transformed into a creative and innovative website for your business. You’re taking a brand which is well known and much loved, and sharing it with the world, attracting potential new customers in surrounding areas.
Creating continuity for business
As businesses change hands, so do ideas. Newer owners may have alternative plans for their acquired micro-business and these may include expansion. In a world where it is estimated that 3.2 billion people use the internet, businesses who do not market and advertise themselves online are going to be left in the dust by large corporations and franchises. Nobody wants to lost their favourite corner shop to the likes of a major chain supermarket. Curating and nurturing your own brand story, no matter how small your business may be, can help the current and future generations discover your enterprise and learn to love it, just as their folks did.
From Micro to SME
Say you want to take your business to the next level. You have a new idea which you think could be a big seller and are gonna need a bigger workforce. How does brand storytelling fit into this?
If you’re expanding, you’re more than likely going to be pitching to investors. Whether they be private investors or a state body (e.g Enterprise Ireland), you’re going to need to sell your story to secure funds. Brand storytelling gives you the opportunity to boost your pitch by evoking emotion in your investors, getting them to connect with your brand on a personal level and make them feel like they’re a part of this journey with you. This is why storytelling is such a powerful tool for business. It creates an authentic connection between you and your audience, regardless of who they may be.
Here at All Good Tales we are always keeping an eye on the latest trends. Right now we are doing great work for brands like Ancestry.com, and daa, to name just a few. We are building brand newsrooms, executing exciting PR strategies, and training key staff how to source, structure and tell great stories. For more information please click here or call Gaye on (01) 254 1845.