The Power of Storytelling: How to Build a Strong Local Brand in Pittsburgh
Want to build a standout local brand in Pittsburgh? Start with storytelling. Sharing authentic stories helps businesses connect emotionally with Pittsburgh's community, known for its pride, resilience, and rich history. Here's how you can tie your brand to the Steel City's unique identity:
Embrace Pittsburgh's heritage: Reflect the city's transformation from steel to tech and its sports legacy.
Highlight local values: Showcase resilience, authenticity, and community involvement.
Use local elements: Incorporate iconic landmarks, events, and partnerships in your branding.
Engage digitally: Share your story through a well-designed website, social media, and video content.
Leverage customer stories: Use testimonials and case studies to show real impact.
Pittsburgh's Local Identity
Steel City Heritage and Modern Growth
Pittsburgh has undergone a remarkable shift - from being a steel-producing giant in the early 20th century to becoming a thriving hub for technology and innovation. This transformation reflects the resilience and adaptability of its people, making it a compelling narrative for businesses and brands to tap into.
This evolution offers unique opportunities for brands to connect with the community. By blending modern innovation with timeless values, businesses can build strong connections with both lifelong residents and newcomers.
Sports also play a huge role in the city’s identity and economy. The Penguins, Pirates, and Steelers collectively attract around 3 million fans each year. Between 2013 and 2017, these teams contributed $6 billion in direct visitor spending. This mix of tradition and progress forms the foundation of Pittsburgh's pride and community spirit.
Local Values and City Pride
Pittsburgh’s community thrives on values like resilience, ingenuity, and a deep sense of authenticity. With African Americans making up nearly 23% of the population, the city boasts a vibrant multicultural landscape that brands can honor and highlight in their storytelling.
Local businesses can embrace their Pittsburgh identity in several ways:
Participating in beloved events like the Three Rivers Arts Festival.
Supporting local initiatives and showcasing community partnerships.
Featuring well-known landmarks and cultural icons in their branding.
Using the city’s iconic black and yellow color scheme in design.
Take Isaly’s, for example. The brand introduced chipped ham in 1933, which has since become a Pittsburgh classic. This product reflects the city’s diverse heritage and has cemented Isaly’s as a local favorite.
The essence of Pittsburgh’s identity lies in balancing progress with tradition. Brands that embody the spirit of "Pittsburgh grit" - a mix of resilience and forward-thinking - strike a chord with the community.
Building Your Local Brand Story
Create a brand story that blends your narrative with Pittsburgh's rich history and values. Here's how you can connect with local audiences while staying true to your identity.
Adding Local Flavor
Incorporate Pittsburgh landmarks and events to highlight your connection to the city. A great example is Made in PGH's partnership with Riverlife for the Party at the Pier fundraiser. Eileen French from Revive Marketing Group shared:
"Made in PGH was an instrumental promotional partner for our work with our longtime friends and clients @Riverlife to promote their annual fundraiser, Party at the Pier. The team at Made in PGH enthusiastically embraced the theme with a unique style and perspective, and helped expand the message. This partnership helped Riverlife sell out the event and the Made in PGH team went above and beyond, in addition to executing the materials flawlessly."
To build a strong local story:
Focus on neighborhoods: Highlight your presence in areas like Lawrenceville, the Strip District, or Oakland.
Tie into seasonal events: Connect your brand to local festivals and traditions.
Collaborate locally: Showcase partnerships with Pittsburgh-based businesses and organizations.
Showing Pittsburgh Roots
It's not enough to mention local ties - back it up with real actions. Take Luke & Mike's Frontporch Grille, for example. Their visual storytelling celebrates their Pittsburgh roots, helping them double their Instagram followers in just two months.
Use these storytelling tactics to connect with the Pittsburgh community:
Be transparent about challenges: Share the hurdles you've overcome, similar to brands like Patagonia sharing their sustainability journey.
Stay genuine: Take a page from Wise and clearly communicate your local commitments and values.
Pittsburghers appreciate stories that reflect resilience, community involvement, and dedication to local traditions. Use testimonials, events, and collaborations with other local businesses to bring your story to life.
Customer Stories and Testimonials
Winning over Pittsburgh customers means sharing real stories from local voices. Here's how to gather and present customer experiences that resonate with Steel City values.
Local Customer Reviews
Showcase genuine Pittsburgh testimonials. Research indicates that 92% of enterprise buyers rely heavily on customer stories when making decisions.
Ask Specific Questions
Focus on how your business has addressed local challenges. For example, Westmoreland Manor improved productivity by 100% after using Marketplace.Highlight Local Values
Encourage customers to explain how your business supports Pittsburgh's values, such as:
Making a difference in the community
Backing Pittsburgh-based initiatives
Addressing neighborhood-specific needs
Contributing to local economic growth
Leverage Multiple Platforms
Share testimonials through:
A dedicated page on your website
Reviews on your Google Business Profile
Social media posts with Pittsburgh-focused hashtags
Follow-up emails after purchases
Pittsburgh Success Stories
Go beyond testimonials by turning customer experiences into case studies that highlight measurable impact and reflect Pittsburgh's resilient spirit. A great framework to use is the STAR method (Situation, Task, Action, Result), which lays out a clear transformation.
Show Real Results
Focus on specific, measurable outcomes when creating case studies:
Use Visuals
Strengthen your case studies with before-and-after photos, videos, or data visualizations. For instance, a restaurant supplier could include footage showing how their products helped a local eatery streamline operations, paired with customer feedback.
"Your customer is going to get to vote and talk. You want them out there as salesmen for you. In fact, customer delight is the main ingredient of success. You will succeed if you have delighted customers. Don't settle for satisfied."
Warren Buffett, Chairman and CEO of Berkshire Hathaway
Keep Stories Updated
Regularly refresh your success stories to reflect current trends and customer needs. This shows you're actively engaged with the Pittsburgh community and committed to ongoing improvement.
Digital Tools for Brand Storytelling
Turn your Pittsburgh brand story into a compelling digital experience with tools that connect with the local community.
Website Design for Brand Stories
Striking Alchemy, a studio focused on Framer web design and digital marketing, creates websites that bring your brand story to life.
Key Elements for Website Storytelling:
Homepage Hero Section: Feature iconic Pittsburgh landmarks or connections that resonate locally.
About Page: Share your Steel City heritage and commitment to the community.
Customer Journey: Build intuitive navigation that guides visitors through your story.
Visual Elements: Use design details like Pittsburgh-inspired color schemes to reflect the city's character.
Your website is just the beginning - expand your story across social media to deepen connections with Pittsburgh's audience.
Social Media Story Tips
Once your website reflects your brand, continue the narrative on social media platforms.
Tailored Strategies for Social Media:
Instagram: Share visuals from local events like Light Up Night or the Three Rivers Arts Festival.
LinkedIn: Engage Pittsburgh’s tech and business community with industry updates and local success stories.
TikTok: Post short, dynamic videos showcasing your business's role in Pittsburgh.
Local Video Content
Videos bring your brand to life by creating emotional connections with your Pittsburgh audience.
Ideas for Video Content:
Behind-the-scenes looks at your Pittsburgh operations
Testimonials from local customers
Highlights from community events
Time-lapse videos of the city's transformation
Interviews with team members based in Pittsburgh
Recommended Specs for Video Content:
Track and Improve Your Story
Evaluate how your audience responds to your Pittsburgh brand story and make adjustments to strengthen its impact.
Brand Awareness Metrics
Focus on these key indicators to see how well your brand resonates with Pittsburgh's community:
Tools like Google Analytics (with location tracking), social listening platforms, surveys through the Pittsburgh Chamber of Commerce, and customer feedback on local forums are great for gathering insights.
Did you know? Customers with an emotional connection to a brand are worth 306% more over their lifetime.
These metrics help you gather actionable insights for refining your story.
Story Updates from Feedback
Use feedback from the Pittsburgh community to fine-tune your brand narrative.
Here’s how to gather and use local input effectively:
Collaborate with Pittsburgh-based review platforms.
Host monthly feedback sessions at popular local spots, like coffee shops.
Keep an eye on neighborhood Facebook groups for community discussions.
Participate in Pittsburgh business networking events to connect directly with locals.
Steps to Refine Your Story:
Gather Local Insights
Collect feedback from local platforms, events, and community discussions.
Analyze Patterns
Look for recurring themes in feedback, especially those tied to Pittsburgh’s values and sense of community.
Implement Changes
Update your story to reflect what you’ve learned from the community.
Measure Impact
Track engagement and sentiment to evaluate the effect of your updates.
Consistently refreshing your story ensures it stays relevant and aligned with Pittsburgh’s ever-evolving identity.
Conclusion
Building a strong local brand in Pittsburgh means telling a story that reflects the city’s rich history and dynamic present. Here are some essential elements to focus on:
These elements help shape and refine your brand’s presence while staying closely tied to the community. Listening to feedback from locals ensures your brand evolves in line with Pittsburgh’s unique character.
Davis Consulting Solutions, a marketing firm based in Pittsburgh, highlights the importance of creating "robust, enduring connections with the target audience through personalized marketing campaigns and loyalty programs". By consistently measuring impact and engaging with the community, your brand can reflect Pittsburgh’s resilience while contributing to its ongoing growth.
As Roland Barthes once said, narrative is a fundamental part of the human experience.
