How to Brand Your Business So It Appeals to Local Customers

Article published on Aug. 9, 2017
Article published on Aug. 9, 2017

This article has not been vetted by an editor at Paris HQ

It's not difficult to appeal to your local community...

There is a lot of advice lately on how to market yourself on an international level and to appeal to markets around the world. However, unless you are an ecommerce business or are looking to expand your appeal, finding ways to connect with a local audience and buyers is just as important as making sure you stand out. When you are looking to connect with clients nearby, you have to keep some certain aspects of marketing in mind.

Here is how you can develop a brand that appeals to neighbors and brings in more local business.

Be involved

The internet has made it easier than ever to connect with buyers who might not have otherwise known about your business. But if you are planning on appealing to them from a local level, the best thing you can do is be involved in your own community. Participate in fundraisers and charity events and talk with other nearby businesses who can give you some advice. Knowing your area and the shopping habits of the customers can help you determine what is missing or what branding image would be right for you.

Think about who your buyer is

Buyer persona seems to be a major buzzword within marketing, but there is an important emphasis on making sure that you are choosing to market to the right people. Narrow down who would be most likely to show up at your store. How old are they? Why have they chosen you over the competition? The trick is knowing your customers well enough that you can reach them directly and avoid a trial and error process. Before you put together an entire marketing strategy, knowing your customers is the first step to building a solid plan.

Network

Instead of seeing all other local businesses as your competition, you might want to see them as an asset instead. Many times, shops specialize in certain items and they might not have what your buyer persona is looking for. If you have a good relationship, they are likely to redirect clients to your business knowing that you will do the same if they serve that niche better. Having a partnership with surrounding, local businesses will benefit you in the long run—especially in small communities when word gets around fast.

Be online

For good or for bad, being a local business means also being willing to have a presence online. You’ll want to think about how your store comes across from a physical level as well as how you want it to appear online. The more honest you are, the more likely you are going to appeal to buyers. How you come across online might be the first that people hear of you or see what you have to offer, so making it as accurate online as possible is one of the best ways to increase trust for future clients.

Marketing your brand often requires taking some time to think about what makes your store unique and what it is that will attract new customers. Building a brand takes time, and you should be aware that you might not succeed at first. However, after taking some time to really know your customers, you’re more to create a positive reaction among locals.