This post was written on April 10, 2020 and has not been updated since then.
Small businesses need us. You’ve probably heard that over and over again the past few weeks. Many big box stores, corporations, and chain restaurants will likely make it through the economic impact that COVID-19 is having on their businesses. But our locally owned restaurants, businesses, and specialty shops are finding themselves choosing between making it work by adjusting their operations and services or closing their doors temporarily.
Think about the small businesses you are supporting right now. More than likely, you’ve purchased from them in the past or hired them for a service, right? Their brand means something to you on a personal level, so it’s natural for you to support them.
Your support for them right now may be purchasing a gift card, ordering carryout for dinner for tonight, shopping their online store, or something as simple as following and sharing their content on social media. Small businesses that are staying afloat have a few things in common that all relate back to their brand image.
Here are 2 ways to develop a strong brand image for community support:
Does your audience know who YOU are?
Has your audience seen the face behind your brand? If you provide a service to people, they need to see you and know you if you expect to have them as long term customers. They need to put a face to your logo. People are more likely to respond to a brand that is personable and they can relate to. They cannot relate to you if they don’t know that much about you.
Does your audience trust you? Are you providing service and showing up everyday?
Are you showing up as the expert in your niche? Do you give your audience valuable content that builds their trust with you? How are you helping in them in ways other than the purchase point? Make it a goal to provide value in everything you share. Don’t fall into the trap of pushing the sale or product so much that you lose sight of providing content that they can engage with and learn from.
If you’re a small business and you are not open for business in your normal sense currently, you can still continue to show up on social media and make an impact. Here are a few ways I’ve seen local businesses stepping up:
Provide entertainment for kids through educational videos, crafts, and coloring pages
Utilize curbside pickup for products that you sell and bundle them in a unique way
Build your online shop or create a facebook group for your customers
Educate your followers with tips and how-to’s that relate to your services
Restaurants: offer family style menu items for curbside pickup
Bakeries: offer at-home baking kits for kids
Making masks, hand sanitizer, and/or facilitating donations for healthcare workers if you have the means to
