Even the biggest companies got their first footing because of a person. Walmart became known because of Sam Walton (and many people miss the days he was in charge!). Kentucky Fried Chicken was made famous by founder Col. Sanders, whose face still appears on their advertising.

Companies whose branding doesn’t resonate from their founder, at least initially, have a replacement personality. Ray Kroc created Ronald McDonald. Dave Thomas created an icon out of his daughter Wendy. And how many of us remember buying tacos and burritos because a little dog said “Yo quiero Taco Bell!”

This principle holds true for small businesses, as well. Personally, we love to stop in The Merchant General store. At first, the décor and ambience in the store fascinated us but we returned time and again because of the owner behind the counter. A local pizza place has a nice atmosphere, but the assistant manager’s personality is what makes us keep going back. And things just haven’t been the same at the downtown Chinese restaurant since the elderly proprietor moved to be nearer her children.

This preference for doing business with people is why network marketing is so well-received. While I might never try that new vitamin drink that seems popular, a visit from my sister-in-law whose mental clarity has improved greatly since using it herself might make me want to buy it from her. I may have heard a lot of good about a particular kitchenware party business, but I wouldn’t have given a second look at their catalog if my friends didn’t rave about their stoneware items.

People want to do business with YOU. Not your website or storefront or email or PayPal or any of that. Make sure you shine through in everything you do.