Small business advice: How to overcome cultural misconceptions and xenophobia It's an all-too-common challenge shared by many immigrant and minority entrepreneurs: How do we build a known and trusted brand when, because of our names or accents, we are commonly misunderstood and distrusted? Overcoming xenophobia is really just a branding challenge, but it's an extremely challenging one. Here are four tips that I believe can strengthen minority and immigrant business branding efforts, and they revolve around two important elements: education and multifaceted storytelling. Tell your whole story. Xenophobia is the fear of the unknown, so increasing transparency is key to fighting it. Even innocuous details like yo-yo skills or a gummy worm addiction help distinguish an individual business owner from the misconceptions people sometimes carry. Your company website, interviews, and customer service interactions should all have a touch of your unique personality. One simple example of this actually comes from pop culture. Aziz Ansari is a comedian best known for his role in Parks and Recreation. Fans know that the first generation Indian-American was born and raised in South Carolina. Interestingly, he incorporated that detail into the back story of Tom Haverford, the character he plays on the show. Of course, a so-called funny accent and an eccentric back story (a la Fez of "That 70"s Show") make for great comedy, but it's the truth that made Aziz relatable, helped expand his fan base and turned him into a marketable brand. In 2009, Ansari won an NAACP image award for his performance in that role. Speak for yourself. When business owners shy away from being a spokesperson for their company simply because their look is outside the mainstream or their accent is thick, they are making a huge mistake. Such barriers are, for lack of a better term, only skin deep. You can break down those barriers by having a personal dialogue with the public. Using a company blog or social media to interact with consumers helps establish a personal relationship - one that leaves less room for stereotypes and speculation about who you are and what you care about. If you think an accent and unique life experiences will keep you from connecting with others, then ask how the Dalai Lama managed to become one of the world's most beloved public figures. Put your heritage out there. People tend to minimize the impact of heritage on their personal development, especially entrepreneurs who thrive on the image of being "self-made." However, when someone successful credits the influence of their heritage, they help create a culture of sustainable tolerance rather than mere tokenism. I make no secret that the Sikh virtue of seva - meaning selfless service - has greatly impacted me personally and professionally. Every time I share that fact in an interview, I know that one less person will balk at a stranger in a turban for fear of what it represents. Business owners should explore ways to make their heritage an asset. Welcome support from cultural and religious associations. If anyone will accept you for you, it will certainly be those who share your cultural background. Welcome their enthusiastic support as a foundation as you work towards gaining broader consumer appeal. The connections that already exist within your community are an obvious pathway towards building broader connections. Earlier this year, for example, I found myself standing among more than150 Sikh business leaders in the White House. The gathering commemorated the American Sikh Centennial, the anniversary of when the first Sikh to earn U.S. citizenship, Bhagat Singh Thind, first touched U.S. soil. The event illustrated how a so-called marginalized minority can, by working together, gain acceptance and access to the biggest power brokers. Of course, most entrepreneurs never have to distinguish themselves from terrorists, but every one of us has unique branding challenges. Minority and immigrant business owners should employ all the same tactics as their competitors, as risky as it seems. It may be the one of the greatest branding challenges any business owner has to face, but every new success story breaks down barriers so that fewer will have to. Manpreet Singh is the founder and president of SevaCall, a Washington, D.C.-based startup that helps consumers find high quality professionals in minutes. He is also a member of theYoung Entrepreneur Council (YEC), an organization comprised of promising young entrepreneurs. Follow the YEC and On Small Business on Twitter.