You Are Your Brand: Why Your Business Needs Your Face
There are so many things to focus on while running your business: your website design, the shopping platform, and ensuring delivery, product quality, and stock . . . not to mention having everything on your site beautifully photographed so that customers can’t wait to buy it. It’s easy to think that if you are managing to do all of that effectively, then surely it doesn’t matter if there are photos of you on your website. After all, you don’t like getting your photo taken, do you?
But you are your brand, and your business needs your face. In the era of social media, customers are interacting with brands and businesses in a whole new way, and your customers want to see the person that they are buying from. Crafters in particular are more likely to develop a close affinity to a brand if they feel like they can relate to it on a personal level. What this means is that your customers want to know a bit about you and your story. If a potential customer wants to know more about your business, then they are already interested in your products. But before they click the almighty ”buy” button, they want to know a bit about you, and they want to relate to you.
I’m Way too Busy. What’s the Point?
First, seeing photos of real people involved in the business builds trust. Humans are hardwired to seek out others of our own kind, and when we see a business that shows the staff involved, it instantly humanizes the brand and makes customers feel more confident making a purchase from you. Each and every photo of you and your employees helps create that feeling of trust and connection with your customers. In the age of e-commerce, trust is critical for turning potential first-time customers into regulars who keep coming back for the quality of both product and service, along with the positive feeling they get when seeing your brand.
Second, including photos of you and your team on your website helps convey the personality of your brand. What are the key characteristics of your brand’s identity? Fun and playful? Bright and minimalist? Photos of your team can help emphasize this, making it easier for customers to like and relate to you and your products. If you sell fabric and notions, your customers want to see a photo of you or your team sewing. If you’re a one-woman operation with just your dog to keep you company, your customers will understand why they don’t get an immediate response at 11 p.m. on Saturday. Show that you are in this business because you are as passionate about the craft as your customers are.
Don’t feel hemmed in by the typical head and shoulder photo, either. It’s often easier to relax in front of the camera when you have something in your hands, so cuddle a pup, hold your cup of coffee, or work on a project.
This is the page that is going to help you turn browsers into buyers. If a potential customer is interested in learning more about your business, then they probably already like the look of your products—they just need a little extra something to close the deal. Unless you are selling real live miniature unicorns, there are already lots of other brands selling similar products; your Start Here page is where you are showing your customers why you are different and why they should trust you to sell them something beautiful and useful. And that difference is you and your friendly face that will keep them coming back for more.
Whether you call it “Meet the Team,” “Our Story,” “About Us,” or “Start Here,” the link should be located somewhere on your menu bar or sidebar at all times. Don’t bury your “About Us” way down in the footer of your webpage. You have built an incredible business and brand—you have every reason to be proud of yourself and your team.
Many business owners tell us they don’t feel comfortable in front of the camera. We’ll let you in on a little secret: not many people do! While it would be great to have a professional photographer come into your business and get a portfolio of stunningly lit photos of you looking phenomenal at a desk or in the shop making your product, it’s not always possible. Below are examples of a few pages that have good photos of staff members that play an integral role in the business —no pro photographer necessary. And if you need more inspiration, we put together a Pinterest Board with all kinds of ideas for the sort of photos you might like to try for you and your team.
Take a look at the About page for Sweet Georgia Yarns, which includes links to blog content written by various staff members. Or the Knit Circus team, where almost everyone is wearing a knitted cowl or shawl. And of course, the Stitchcraft Marketing team is all about photos and mini biographies. If you can get everyone together and have a photographer, perhaps consider a group shot as the first photo on your “About Us” page.
Remember: you are your brand, and your business needs your face. Now go forth and get some photos of you and your team. Show your customers that you are real people working hard for them! If you need help creating great content or are looking to grow your craft business, get in touch. Contact [email protected] for more information about how we can help you take your craft business to the next level.
Stitch Craft Marketing