The Three Ps of Your Small Business’ Image

Small Business Tips

Running a successful small business isn’t just about the quality of your goods and services.  Sure, these things are important – and some may argue vital to your overall business model – but cultivating a specific, unique image for your small business is just as important.

Your job when developing an image building strategy is to draw people in.  And in order to do this your business must tell a captivating story.  Stories and images are the lifeblood of the mind, and if you hook customers with these facets of your small business – they’ll be more likely to seek out your goods and services – again and again.

small business professionals

What’s your small business personality?

In order to help you tackle this goal, focus on the three “Ps” of small business image and branding: personality, professionalism, and presentation.  We hope these will help you grow your marketing strategy and further your understanding of the dos and don’ts of image building.


What we mean by this is the ability of small business owners to showcase who they really are to business customers.  Small business owners should make themselves visible to the outside world – easy to get in touch with, and approachable.

For example, on your  website, consider putting a picture of yourself on the ‘About’ page.  This will create a sense of familiarity between you and your target audience.  Familiarity breeds trust.

Tying in to your approachability is your interest in other areas of life – not just your small business.  Having a strong commitment to your small business is important – but it’s also important to be able to share your hobbies, interests, and other passions with people.  This way, people will see you’re not just a marketing drone for your goods and services – but a human being they can put their trust in.

This cultivation of approachability will serve you well in the long run.  It sets you head and shoulders above the monolithic corporations in your industry – giving you a unique way to share your individual personality.  Potential customers will see you as a person instead of a uniformed group trying to sell them something.  As Jay Danzie nicely summarizes it, “your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark.”

small business personality


Professionalism appears on the same scale as personality.  As we said before, it is important to be approachable and open, yet at the same time it is advisable to maintain a professional demeanor while doing so.

It can be quite difficult distinguishing the fine line between approachability and professionalism, but one of the main things to keep in mind is etiquette.  Whether you’re out in the world or out on the Internet – it is important to consider the faux paus of each arena and to avoid them.  Make sure you spell things correctly – maintain a solid understanding of grammar – and cut out emojis in business emails.

Professionalism is doubly important in your attempts to create a good first impression with potential customers.  An email newsletter is an excellent opportunity to get the ball rolling in the right direction in this department.  However, it is also important to remain professional in all emails, written communications, images you share, etc.

Approachability will help potential customers put their trust in you and your goods and services, but so will professionalism.  People will feel safer in the knowledge they are in your hands – taking note of both your glowing personality and trustworthiness while getting a job done.


Presentation needs to be considered in all small business marketing materials.  Make them interesting, eye-catching and professional. This alone will help you be well on your way to bringing in more customers than you ever thought possible.

Make sure these marketing materials also follow fundamental design principles: looking clean and simple. Clutter is the enemy of good presentation.

Your small business’ website should also be a major consideration when compiling marketing materials.  In fact, your website uses aspect from every P we’ve mentioned: personality, professionalism, and presentation.  You want your website to present you and your small business’ winning personality in a professional manner.

Again, as with your other marketing materials: presentation, including the consideration of fundamental design principles, should be paramount to your small business’ website layout.  Simple.  Elegant.  A joy to navigate through.

Personality.  Professionalism.  Presentation.  The thoughtful consideration of these three elements will make small business image development a breeze.  They will help you bridge the gap between yourself and your customers.