“Support Small Business”, But why should we? Words from a Small Business Owner.
During times like this, especially in the run up to Christmas; you see the same message reappearing. “Support your local independents”, “Support Small Business”. Of course they’re statements I can get on board with, but it’s not really that simple, is it?
Part of me has always rejected these statements. Businesses shouldn’t need this kind of sympathy vote. It’s up to us as operators, to build something that people want and are willing to pay for.
News of businesses closing are showing on my timeline every single day now; it’s a battle out there for us to attract & keep customers. It’s not enough in these times to just exist and expect support as a small/local independent. We need to go deeper than that.
Afterall, people don’t spend their hard-earned money on sympathy; we want a great product and the feelings we get from buying it. As owners, we need to create emotional connections with people, and that’s essentially what it is to build a brand.
People rarely associate small businesses with the word ‘Brand’, especially with Bricks & Mortar. But there’s no reason why a local shop/restaurant can’t tell a story, just as a larger organisation might.
