This article was updated on July 26, 2023
As a local business owner, your story is uniquely yours and may ultimately be the reason why neighbors choose your business over another. Sharing your brand story not only helps potential customers and clients understand what your business is all about, it can also benefit your bottom line. In fact, 55% of consumers who love a brand's story are more likely to make a purchase in the future. Take the opportunity to craft a brand story that showcases what sets your business apart and share it across your marketing channels — including Nextdoor.
Neighbors on Nextdoor are highly motivated to support local businesses. 88% of neighbors support a local business once a week. This is a crowd you want to get your story in front of.
When you claim your Business Page, you'll have an option to add your brand story. We recommend filling this section out since a visible brand story could be the reason a new customer chooses you. Read on for our tips to crafting a compelling brand story.
Give the who, what, when, where, and why of your business. Let neighbors know who you are and what products or services you provide. Tell them how you got started or when came to the neighborhood. Let them know specifically where to find you, and most importantly, why you created your business. Your why - your inspiration - is often what makes your business unique and attractive to customers.
This is your story, don’t be afraid to own it. While you don’t have to spill your diary, including a personal touch goes a long way. This can be something as simple as what gave you the idea for your business. Or go more in-depth with what being able to serve your community means to you. This is the beginning of building a relationship with your customers.
Remember, your neighbors are the ones reading your brand story. Keep your tone light and friendly, as if you were talking to them in person. It’s also important to keep your story as concise as possible. Give busy neighbors the information they’re looking for without losing their attention.
Did your business win an award? Are you a Nextdoor Neighborhood Favorite? These distinctions bolster your business’s credibility and expertise. Don’t shy away from spotlighting your accomplishments. You and your team worked hard for them and your neighbors will appreciate them too.
Once neighbors read through your brand story, make sure they know what to do next. Do you want them to visit your store or your website? Do you want them to place an order? A CTA helps motivate neighbors to take real action towards supporting your business. Ask for action while they are still thinking about you. A simple next step could lead to a sale.
Crafting a compelling brand story doesn’t have to be daunting. These tips will help you get started. Remember writing a brand story will attract more customers and make your Business Page stand out. If you don’t have a Business Page, claim it today.
Skin By Lexie is one of those businesses. When she started out in 2020 she had 50 clients - now she has 900.