In a world of increasing automation, human faces and the personalities behind them are taking over. If you own a small business, you are the brand. Not your logo. Not your tagline. Not that beautifully curated Instagram feed. You.
Whether you love the spotlight or would rather hide behind your product, the reality is this: your audience is craving connection and that starts with you.
It can feel uncomfortable, even a little vulnerable, to step into the spotlight and share behind the curtain. But there’s good news: showing up as the face of your business isn’t about being perfect. It’s about being authentic. Being real and authentic can be your secret weapon.
Authenticity Builds Trust
We’ve all heard the buzzword, but authenticity isn’t just a trendy term, it’s a powerful trust-builder. People don’t just want to buy a product or service anymore. They want to buy into something, a lifestyle, a community, a movement. They want to know who they’re supporting, what you stand for, and why you do what you do. Use fun personal quirks (like cookies) to find common ground.
Your story matters.
Maybe you started your business after a major life shift. Maybe you saw a gap in the market and knew you could fill it better. Maybe your passion began in elementary school and you’ve never slowed down. Whatever your journey, share it. Because your clients and customers will relate to it. They’ll see themselves in your story, which creates an emotional connection and equals loyal supporters.
Visibility Matters
Being the face of your brand means putting yourself out there. Even sometimes on the days when you’d rather stay in bed with a hoodie and a laptop.
The key is to show up consistently. That doesn’t mean you have to be on every platform or at every event. Pick a few places where your audience hangs out, and be there. Regularly. Whether that’s Instagram Stories, local networking events, podcast interviews, or community workshops, show up and engage.
Visibility isn’t about ego, it’s about accessibility. Your audience wants to feel like they know you. So give them the chance to do that within the boundaries you’re comfortable with.
Your Story is Your Superpower
The marketplace is crowded. But here’s the one thing no other brand has: you.
Your personal journey, your voice, your values, that’s what makes your brand memorable. And in the world of PR, that’s gold. Journalists, bloggers, and even potential clients are far more likely to engage with a business when there’s a real person (with a compelling story) behind it.
So lean into your uniqueness. Talk about what lights you up. Share the “why” behind your brand. If it feels right, share the bumps in the road and the setbacks you’ve worked through. Those are the moments that stick.
How to Show Up with Confidence (Even If It Feels Awkward)
Putting yourself out there can be intimidating. But it doesn’t have to be. Here are a few quick ways to ease into visibility with polish and confidence:
- Consider media training. If you’re serious about visibility (and PR opportunities), media training can help you show up with confidence and clarity during interviews or public speaking.
- Simone Grewal offers expert media coaching and on-camera training.
- Amy Beeman offers group and one-on-one public speaking coaching.
- Invest in professional photography. Great photos help people recognize and remember you. Plus, it creates consistency across your website, press features, and social media.
- In a recent chat, Rob Trendiak broke down the three types of photos every small business needs.
- In a recent chat, Rob Trendiak broke down the three types of photos every small business needs.
- Stay consistent. Make sure your story, tone, and visuals align across all channels—website, media hits, and social platforms. Repetition builds recognition. Website expert Hope Mikal says, your homepage is your welcome mat.
- Engage with your audience. Respond to comments. Engage. Show up in Stories. Be real, even if it’s a bit messy (don’t be too messy, please). People do want you though, not a perfectly polished robot.
Own It
If you’re a small biz owner, you’re already the face of your brand. The question is: are you owning it or hiding?
Stepping into the spotlight isn’t about vanity. It’s about connection and helping your community solve a problem. Your audience wants to see the person behind the business. They want to feel something. And when you show up authentically and consistently, you give them that.
Embrace it. Own your story. Let people in. Be the face of your brand. Your unique voice and the story behind your product or service is what will make your brand unforgettable. It’s YOU people want to work with, support and recommend to friends.
