On not losing sight of your purpose, and reasons to be hopeful
I hope you’re enjoying September so far; over here on the farm in Kent we’ve been enjoying gorgeous golden light and the slightest hint of russet tones in the trees. Hope it’s equally beautiful wherever you are.
As many of us have, I’ve been keeping a watchful eye on the current commercial landscape. We don’t know quite what life will look like when the threat of COVID lessens, but I’ve been reading as much as I can around market predictions… and you know what? There’s reason to be hopeful.
As the initial shock of the pandemic fades, consumers are beginning to settle into new patterns and are finding new priorities, too. A study by Brandwatch suggests that over a third of consumers think it’s more important than ever to buy from local businesses, while 20% more consumers will be looking to buy from sustainable and ethically responsible brands as a result of the pandemic.
This is really big news for small businesses, particularly for those who prioritise sustainability and locality - now is your time to shine. Now is the time to stand tall, to celebrate your story like never before and make sure that every single person who knows about your business also knows about your purpose, your passion, your beliefs. Consumers connect best with brands who have a clear mission, so no matter what your industry might be doing right now, stay true to your roots and continue doing what you do best.
Knowing exactly what you’re here to do can bring an enormous amount of clarity during uncertain times, and give you a point of focus to work towards. That means reviewing everything that leaves your door; the perception that your website creates (it won’t be any surprise to hear that our shift to buying online is unlikely to reverse itself anytime soon, even as restrictions are lifted), the way you use social media, the key messages that your customers are hearing.
If you’ve succumbed to the temptation to retain an anonymous profile within your business so far, I urge you to pop your brave pants on and show up in person. I absolutely know that it can feel somehow safer to act as if you’re a bigger company than you really are; as if that’ll make customers feel safer. But I promise you, the people who already love your brand will love it even more when they know that they’re shopping small and buying local - and new ones are more likely to buy from you if they know you’re a small business.
My parting thought for you today is this; what can you do, right now, to make your story shine? Could you book a photographer to come and take some photos of you working (this can most likely be done with social distancing in place!)? Could you re-write your About page, or weave some more personality into your social media? Whatever you do, make sure people know who you are and the values that you hold dear. People are looking to support businesses just like yours'; make sure you’re not overlooked.
