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Using Your Unique Background to Make Your Business Stand Out

 January 16, 2024 |  Business Tips, Marketing, Social Media |  small business, business growth, veterans, entrepreneur, digital marketing, business website

By Michael Trimble, NPI, Inc.'s Content Marketing Coordinator

Small business owners and entrepreneurs are trailblazers, carving their own unique paths in life with unexpected twists and turns. When marketing their small businesses, however, entrepreneurs often shy away from highlighting the more eccentric details of their backgrounds. This, however, could mean missing out on opportunities to make a splash in their market.

Making yourself recognizable and memorable takes effort and planning, essential for any business owner seeking to make an impact. With this goal in mind, owners can actually leverage their unique backgrounds in their marketing to stand out from the crowd. If you're considering this tactic, here are a few things to consider to strike the best balance:

Some Backgrounds Are Assets
Entrepreneurs often transition into becoming business owners after careers in other fields. While utilizing these previous professions to stand out in a new industry can be beneficial, understand that a recognizable profession isn't always well-liked. Each year, Gallup polls the US on their perception of the most honest and ethical professions, helping to create a picture of the careers with the best public image. According to Gallup, nurses, doctors, and high school teachers are some of the most well-regarded professions, while telemarketers, car salespeople, and members of congress are some of the least well-regarded.

Businesses can use their backgrounds to reflect their values and instantly position themselves positively with new clients and customers. Firehouse Subs is a well-known example, their connection to first responders, firefighters, and police officers prominently featured in their marketing and foundation (see the Firehouse Subs Foundation here).

As the old law of business goes: people who know, like, and trust you are more likely to do business with you. Bringing your story to the forefront and showcasing your commitment to giving back to your community are both great ways to start building that crucial understanding and familiarity. While replicating Firehouse Subs' marketing strategy is one option, other valuable options exist, such as using "veteran-owned business" icons on social media or creating a dedicated "About Us" page on your website.

Make Your History Work With Your Business Goals
Some business owners have interesting backgrounds in professions that aren't as easily recognizable or described in a few sentences. This doesn't mean these backstories aren't useful for building a brand story – far from it! Memorable experiences, epiphanies, and even failed past ventures can all be used to craft a story that engages a new business’ target audience, as long as a few key rules are followed.

First, ensure your backstory doesn't distract or detract from the image you're trying to build for your business. If your brand thrives on professionalism and trustworthiness, avoid incorporating too much casual humor. Conversely, if your content is too serious within an industry that leans more into light-hearted marketing, your company may feel less approachable.

Beardbrand, a beard grooming company, provides a good example. Their founder describes taking a chance and leaving the corporate world after discovering that experimenting with his facial hair unlocked a new sense of confidence. This relatively simple origin story is described succinctly (under a minute) in a memorable, engaging, and genuine way.

Whether your previous career skills directly contribute to your current role (like a contractor or electrician becoming a home inspector) or your life experiences model your business' ethos (like a veteran carrying their values forward), your background can play a major role in shaping your business' future.

Interested in learning more about bringing your story into your marketing plan? Contact the NPI marketing team today! For more information about starting a home inspection franchise with NPI, request your free info packet.


About the Author
Michael Trimble, Content Marketing Coordinator
A graduate of the University of South Dakota, Michael has a B.A. in International Studies and English. With a background in research and writing, Michael contributes to NPI’s corporate marketing team as a copywriter and content strategist.

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