Small Business Marketing

How Small Businesses Grow by Connecting Their Brand Emotionally admin January 30, 2025 Small Business Marketing, SMB Marketing Bold marketing doesn’t always mean unique; it means taking risks that others shy away from. It’s about stepping out of the ordinary and daring to be memorable. We get it—taking risks can be scary. But failing to take action? That’s scarier. One risk many small businesses avoid when thinking about ways to grow is defining who they are and how they help their audience. Don’t believe us? Think about the business next door that’s outselling you. Chances are, their brand isn’t just a logo—it’s a message that resonates. So, what does that look like in action? Here’s how some small businesses took the bold step of connecting emotionally with their audience and growing their reach, sales, and community along the way. Small Businesses That Found Their Voice Fish Hat Bob: Reeling in a Community Bob sells hats for fishing enthusiasts, but his story didn’t start with a clever marketing plan. It began with a simple, heartfelt moment. During an impromptu interview, someone admired his fish hat. Bob replied, “10 seconds of your time,” and that short clip went viral. Millions of views later, Fish Hat Bob became a phenomenon. But Bob didn’t stop there. He built a social media presence for his small business filled with authenticity, sharing his love for fishing and creating a space for others who share his passion. By staying true to his identity, Bob turned a viral moment into a loyal community. The Big Move • Bob’s story began with an authentic, unscripted moment—a spontaneous interview where he proudly showcased his product. • After the video went viral, Bob capitalized on the attention by building a social media presence that reflected his personality, passion for fishing, and appreciation for his growing community. Why It Works • Authenticity: Bob’s response felt genuine, which resonated with viewers. • Relatability: His love for fishing created a bond with his audience, many of whom shared the same passion. • Consistency: Bob didn’t stop with one viral moment. He built on his success by consistently posting engaging, authentic content that deepened his connection with his audience. Your Next Move • Share authentic moments: Don’t overthink your content. A genuine story or behind-the-scenes moment can be more impactful than a polished ad. • Create a niche community: Focus on your audience’s specific interests and build a space where they feel understood. • Stay active: Viral moments are only the beginning. Consistently engage your audience with content that reflects your values and passion.   Yo Sabo – The Game: Speaking the Right Language Yo Sabo, a card game celebrating Spanglish culture, didn’t stumble into success. They knew their audience—second-generation Latinos who grew up balancing English, Spanish, and Spanglish. By focusing on their market’s shared pain points and cultural pride, this small business crafted a brand that resonated deeply and, in fact, has helped them grow. Yo Sabo’s social media combines relatable humor, family-focused content, and product demonstrations. The result? Millions of views and a community that feels seen and connected. The Big Move • The creators identified a niche audience: second-generation Latinos who grew up speaking Spanglish. • They address a specific pain point: many in this audience felt a disconnect from their cultural roots. • Yo Sabo’s social media strategy combines relatable humor, family-focused content, and product demonstrations. Why It Works • Audience insight: Yo Sabo understood their audience’s cultural and emotional pain points, making their product more than just a game—it was a way to celebrate identity. • Relatable content: Their social media posts often depicted everyday family dynamics and cultural humor, which helped them stand out. • Engaging tactics: They used influencer collaborations, PR, and interactive content to expand their reach and drive engagement. Your Next Move • Know your market: Take time to research your audience’s struggles and desires. Build your messaging around those insights. • Use relatable content: Create posts that reflect your audience’s daily experiences or cultural identity. • Leverage influencers: Partner with influencers who align with your brand and can amplify your message authentically.   Duolingo: A Lesson in Marketing Across Channels Though not a small business, Duolingo offers a masterclass in emotional branding. Their playful, engaging TikTok content entertains while reinforcing their mission: making language learning fun. They prove that when you know your audience and speak their language—literally—you can stand out on any platform. The Big Move • Duolingo embraces a playful and bold brand personality on TikTok, creating humorous, meme-worthy content. • They extend their campaigns across multiple channels (even LinkedIn!), ensuring consistency in tone and messaging. • Their content entertains while subtly promoting their core mission of making language learning fun Why It Works • Playfulness: The brand leans into humor and pop culture references, making them stand out on TikTok. • Consistency: Despite the fun content, every post tied back to its core message: language learning can be accessible and fun. • Cross-channel integration: Duolingo didn’t rely on one platform. They carried their bold personality across all customer touchpoints Your Next Move • Embrace humor (if your brand guidelines allow): Don’t be afraid to show a playful side, especially if it aligns with your brand personality. • Tie back to your core message: Even in entertaining content, make sure your audience understands what your product or service offers. • Think beyond one platform: Repurpose content for other channels to expand your reach and ensure brand consistency.   Reverse-Engineering How Small Businesses Grow Successfully What can you learn from these brands? It’s not just luck; it’s strategy. Let’s break it down and explore how this can help your small business grow: Know Your Audience Identify their needs, pain points, and values. Speak their language—not just literally but emotionally. Connect Emotionally People respond to relatability, humor, and authenticity. Emotional branding creates loyalty. Engage Authentically Build a community by responding to comments, sharing stories, and showing your human side. Position Your Product Make sure