How Small Businesses Grow by Connecting Their Brand Emotionally
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.
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.
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.
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.
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.
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
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 your audience knows why your product is unique and how it solves their problems. - Prepare for Growth
Viral moments are just the start. Have a plan for converting engagement into sales and repeat customers.
Taking Small Businesses to the Next Level
As a small business owner, you wear many hats, often as a solo employee. Marketing can feel like an afterthought, but it doesn’t have to be. By defining the heart of your brand and connecting emotionally with your audience, you can turn sporadic posts into a cohesive, impactful strategy for your small business to grow.
Here’s how to get tactical:
Online Presence
- Functional website: Ensure your site is intuitive, fast, and SEO-optimized.
- Social media calendar: Plan content that includes client reviews, product updates, behind-the-scenes moments, and brand messaging. (Download this free social media calendar)
- Expand strategically: Repurpose content for new social platforms to maximize reach.
Community engagement
- Networking events: Partner with other businesses and participate in events to grow your visibility.
- Partnerships: Collaborate with brands that align with your values and audience.
Need Help with Your Small Business Marketing?
At Fluentica, we help small businesses grow with bold marketing strategies and by connecting emotionally with their audience. From brand messaging to social media planning, we’ll help you create a plan that works for you. Let’s build a bold marketing plan that makes your small business stand out. Ready to take the next step? Reach out today to claim your free marketing audit.
Keeping it Fluent with this
Quick Q&A
Emotional branding creates a deeper connection with your audience, making them more likely to trust, support, and recommend your business.
Define your audience and their pain points. Build messaging that speaks directly to their needs and values.
Start with a simple, actionable plan like a social media calendar and an optimized website. Focus on consistency, not perfection.
Fluentica specializes in brand messaging and social media strategies that help small businesses stand out and grow. We also offer complimentary growth audits to refine your marketing approach.
Amy Perez
From grassroots and housing non-profit organizations to the B2B tech world and even a sprinkle of B2C law, Amy's experience runs the gamut. She excels at establishing and shaping brands from the ground up, setting the stage for success. That's why she co-founded Fluentica—to support the next generation of brands ready to make waves.
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