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Episode 65: How to build your small businesses unique story – it’s POWERFUL

May 8, 2023

Hello, my beautiful friends and welcome to another episode of The Hayley Osborne Show. I’m Hayley and I am so glad you’re here. This is episode 65.

Why make your story unique as a small business? 

I want to give a shout-out to a new small business cheat sheet I’ve made. It’s not just any old cheat sheet, however, it’s specifically for small businesses. So if you have a small business, then this is for you.

One thing I found that has kept coming up over and over with my private coaching clients and inside my membership is small business owners do not understand exactly what they need to be including and doing within their Instagram account to have it fully optimised. Often more times than not you are so close to your business and your social media that you can’t see the forest through the trees. You just can’t see what it needs anymore. This is super common. But don’t worry, I got you.

This cheat sheet is FREE, and it covers exactly what you need on your business’s Instagram account to optimise the bejeezus out of it, what works and what you should be including.

It’s my Small Business Instagram Cheat Sheet and you can grab it over at You can’t miss it. It’s right at the top of my website.

What this covers are things like what you should include in your Instagram bio so it’s optimised, your account name, how to optimise the posts at the top of your Instagram page, aesthetics, reels and so much more. It’s a short punchy cheat sheet to get you appearing to the 2.35 billion monthly active users as optimal as you possibly can.

As a small business owner, you are competing with a wide range of other businesses that offer the same products or services as you. Making your story unique is vital if you want to stand out from the crowd and attract customers. Your story is what connects you with your audience and allows them to see you as more than just a business. It is a chance to share your mission, values, and journey with your customers, who will appreciate your honesty and transparency.

By making your story unique, you are creating a powerful brand that resonates with people and makes them want to do business with you. Don’t be afraid to be yourself and let your story shine!

As a small business owner, defining your brand’s identity is crucial to standing out in a crowded market.

What does your business stand for? What values do you want to communicate to your audience and customers? These 2 questions are essential to understanding how your business differentiates from the competition. Your brand’s identity is more than just a logo or tagline, it is the overall message and impression you leave with your customers.

It’s got to be clear. It’s got to be simple. If you have a hard time explaining what you do, chances are…your audience will have no idea either.

Clear brand identity

By establishing a clear and compelling brand identity, you can build trust and loyalty with your target audience. So, embrace the challenge of defining your brand’s identity and let it guide every aspect of your business, from marketing to customer service. Your small business deserves to stand out and shine. This is something we focus on inside my marketing membership. I think this is the hardest part of establishing a strong business as this is what most of my clients struggle with in the beginning. Because of this, I’ve built a clear framework to unpack what this looks like and how you can sing it to the world confidently.

As a small business owner, it’s not enough to simply offer a great service. This requires a deep understanding of your unique value proposition and the ability to articulate it in a way that resonates with your target audience.

Differentiation can come in many forms. Whatever your point of differentiation may be, it’s crucial that you make it the centrepiece of your brand identity and use it to build a loyal base of customers who share your values and beliefs. So take the time to craft a compelling message that speaks to the heart of what your business is all about, and watch as your reputation and customer base grow in tandem.

Creating a narrative

Starting a small business is no easy feat, but once you’ve got it off the ground, creating an engaging narrative can set your business apart from the rest. Your narrative should communicate the essence of your business in a way that resonates with potential customers. Consider what sets you apart from your competition. What are your core values? What inspired you to start this business? Capturing these elements in an engaging narrative can help you connect with your target audience. And don’t stop at just creating the narrative. Convey it through various channels, such as your website, social media, and even in person. 

By consistently sharing your business’s narrative, you’ll build brand recognition and loyalty – which can be invaluable for any small business. So don’t be afraid to put your story out there and let your passion for your business shine through.


If you really want to connect with your audience, you need to focus on more than just the bottom line. Building relationships with your customers is key to the success of any small business, and there are a number of ways you can do this. One approach is to provide personalized attention and support to each of your customers, whether that’s through social media, email marketing, or in-person interactions.

Another effective technique is to cultivate a strong brand identity that resonates with your target audience. By focusing on building these connections and engaging with your customers on a deep level, you’ll be well on your way to achieving long-term success for your small business.

Effective story-driven marketing strategies

As a small business owner, it can be tough to compete with established companies with bigger budgets. However, one of the best weapons in your arsenal is storytelling.

By crafting a compelling narrative about your brand, you can capture the hearts and minds of your audience and create a lasting impression. But how do you get started? One effective tactic is to focus on your origin story. 

Share what inspired you to start your small business and what makes it unique. Don’t be afraid to get personal and let your passion shine through. Another way to promote your small business through storytelling is to highlight your customers. Share their success stories and how your product or service helped them achieve their goals. By putting your customers in the spotlight, you can build a loyal following and a reputation as a business that cares. With these tactics and a commitment to creativity and authenticity, your small business can stand out in a crowded marketplace.

So how does having a unique story empower your small businesses? 

You are the backbone of the economy, and every small business owner has a unique story to share. Whether it’s how you started the business or overcame challenges to get where you are today, those stories have the power to inspire and motivate others.

By not sharing your story with the world and putting it in front of someone who really needs to hear it and be helped, you are doing a disservice to that person. Your audience wants what you have to offer. Share it with the world and sprinkle it everywhere.

Your unique story differentiates your small businesses from your competitors AND it also helps create a strong emotional connection with customers. People want to support businesses with compelling stories and feel like they are a part of something special. Your unique story gives your small business an edge and empowers you to stand out in a crowded market. So, don’t be afraid to share your story and let it be the driving force behind your success.

Remember, if you want to get your hands on my Small Business Instagram Cheat Sheet and reach 2.35 billion monthly active users head over to my website. It’s punchy; it’s juicy and it’s straight to the point. You read, you implement and congratulations you have now optimised your Instagram account.

You can grab it over at . You can’t miss it. It’s right at the top of my website.

Thank you so much for listening today wherever you are and remember: your learning curve becomes shorter when you surround yourself with the right people and the right tools.

Xx Hayley

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