When running a small business, there’s the inclination to play it safe. There’s too much at stake to rock the boat, right? Here’s the thing. There is such a thing as getting in your own way.

A bit of caution is okay. Of course, you want to take the time to review purchases, investments, and hires. These can have long-term effects on the business. But in the case of exploring different ways to market your business, it pays to take a chance.

We encounter this situation with clients. They come to us wanting to turn the dial up on their marketing campaigns, but not too much. Their apprehension is usually due to a fear of being too bold.

We get it. Too many sudden changes could turn off customers.

And we don’t want that.

But we do want you to push the business and yourself, which can result in innovative ideas for your small business.

Turn Experiences Into Powerful Campaigns

In a sea of companies, which ones get the spotlight? Those who are inventive and use their brands to tell a story. When you’re in the early stages of building a brand, getting attention can be difficult.

Even Nike and Apple had to start as unknown businesses fighting for recognition. But they made it happen and did it using design and storytelling to create distinctive brands.

Let’s start with Nike. In the ’70s, Nike was known as a shoe brand providing a quality product. They didn’t have much mainstream recognition. The company was just one in a sea of many footwear producers. Their luck took a turn for the better in the late ’80s when Nike changed the game in sports apparel.

They focused on the story of how their products enhance athletic performance. Nike blew its competition out of the water by using vivid commercials featuring athletes from all walks of life. Famous and unknown athletes conveyed their emotional journeys through powerful media campaigns.

Apple did the same in the late 1990s when they made a complete shift. Before Steve Jobs came back to the company in 1997, Apple struggled to draw attention away from rival brands like Microsoft.

The return of Jobs led to the company experiencing both a design and brand renaissance. He moved away from showing the features of the product. Instead, Jobs’ vision was to show Apple products as a lifestyle. They were elegant, yet functional. Powerful, but fun.

Challenge yourself. What is a story about the brand or products that you can tell right now?

Tap Into People’s Emotions to Build Tight Communities

People connect with creative brands. Those who aren’t afraid of being different and being inclusive. Long gone are the days of only using traditional advertising to reach customers. As more companies use various media channels, they’re able to capitalize on—and exploit—their capabilities.

Meaning that you can too.

Let’s take a look at a couple of brands that used unique products and positioning to connect with their audiences.

Starbucks
For one week in April 2017, the coffee powerhouse introduced a purple and pink, cotton candy-colored dream. Starbucks promoted their Unicorn Frappuccino campaign on Instagram.

https://www.instagram.com/p/B8lt0c3DEis/?utm_source=ig_web_button_share_sheet

They used one of the oldest marketing techniques, scarcity, to encourage followers to share this mythical treat. Starbucks tapped into a niche of fans who turned the Unicorn Frappuccino into one of their most popular drinks.

Using the hashtag #unicornfrappicino, young fans shared their love for this limited-time offering. This campaign resulted in over 155,000 Instagram posts during that week.

Dove
For 15 years, Dove championed women who practice self-love and compassion towards themselves. During this time, Dove began the Self-Esteem Project, an initiative that educates and inspires women around the world.

https://www.instagram.com/p/B4cUxKFn6RZ/?utm_source=ig_web_button_share_sheet

Hashtags have the power to spread or comment on an idea quickly. Using the hashtags #RealBeauty, #NoLikesNeeded, and #GirlCollective, Dove encouraged women and young girls to celebrate their beauty inside and out on social.

They also took it one step further and did what their competitors weren’t. Dove listened to what women were saying. Their research showed over 70% of women felt underrepresented in advertising. Over 60% said that they felt anxious and pressured to achieve the beauty standards shown in ads.

These insights sparked the company to change its photo editing practices. Dove has pledged to stop retouching any photos used in future marketing campaigns.

When done right, social marketing campaigns can take on a life of their own. They can create communities of people to fall in love with products or inspire an emotional connection with the brand.

Position Your Company as Brave and Forward-Thinking

As a business owner, you know you’ll need determination and grit to build a stable company. But your journey will also involve exploring new ways to communicate with customers and create a strong brand.

So use the story of the brand to your advantage. Listen to your customers to spark new ideas and build an emotional connection. Look into new ways to push the design of your marketing.

People will think of your company as one that isn’t afraid of risk. Remember: marketing is merely a vessel to display your business’s individuality and uniqueness. It’s a means for interacting with customers and exposing the brand to a broader audience. Embrace it, don’t fear it.