Top 10

Whether you started your business in your garage or went through a dozen failed ideas before launching a successful one, consumers appreciate transparency and love to hear behind-the-scenes and origin stories. Did you know that our Founder, James M. Cox, worked on his family’s farm before acquiring several newspapers and broadcast stations, leading him to create Cox Enterprises? Storytelling can be a great way to attract new customers and build trust in your brand. By sharing the “why” behind your business in a genuine and inspiring way, consumers will learn what sets you apart from the competition. 

Tell your story. Share how your business was created and any obstacles you overcame to get where you are today. Add an “about” page to your business website where you can include this information.

Share your mission. It’s important to create a mission or vision statement for your company. This will tell customers exactly who you are and what your business purpose is. 

Explain your background. Many customers enjoy feeling like they really know who they’re buying from – that’s what separates your business from the big box brands.

Highlight team members. Consider telling the stories of your employees as well. After all, they help shape your business story.

Go behind product creation. Take your customers behind the scenes by creating short videos about how your business operates to share on social media. Show what goes into creating your products and share fun facts about what it’s like to run a small business.

Show the culture. If your workplace has a unique culture, share it! Whether you bring your dog to work or your office has a ping pong table, consumers will appreciate these fun glimpses into your world.

Create a mascot. If it aligns with your business, you may create a mascot to show consumers your company’s personality. Support the community. One way to show consumers what your brand believes in is by taking action. Get involved in volunteer work that aligns with your company’s mission. 

Credit your mentors. Did someone inspire you to start your own business? Share a story about your mentor or inspiration and explain how they helped you along the way.

Create a blog. Share industry trends and insights through a website blog. This is an excellent way to get noticed by potential new customers if you share valuable content with great SEO. 

Lisa Lovallo is the Southern Arizona market vice president for Cox Communications. Reach her at