How Small Business Owners Can Strengthen Their Brand By Engaging In The Democratic Process
We don’t need to tell you that as a small business owner you play a multitude of roles — entrepreneur, leader, innovator, and community builder. There is a variety of viewpoints about whether or not businesses should engage in political dialogue and its impacts to your bottom line. Here at Holbrook we think small businesses have a crucial role to play as civic influencers. The bottom line is that your business doesn’t just serve customers and employees; small businesses are a cornerstone to creating and fostering community culture both present and future. We know people are exhausted by politics and it’s no secret that this election season is a biggie. That presents a unique opportunity for your small business to not only stand out but also contribute meaningfully to the democratic process while displaying your brand values. Below we highlight a variety of approaches we think all small businesses should take this election season.
1. Educate Your Audience
As you’ve likely already heard from us, trust is foundational to growing your brand. As your brand has grown, your customers have gained trust in you. You can use this trust to help them make informed decisions in the upcoming election. This doesn’t require you to take sides (unless you’ve decided doing so aligns with your values, i.e. Patagonia stitching “Vote the Assholes Out” onto the tags of their shorts). You can provide non-partisan information about the election process, voter registration deadlines, and key dates. Consider developing a content marketing strategy that includes blog posts, social media content, or even hosting informational sessions that explain the importance of voting. This not only positions your brand as a community leader but also encourages civic responsibility among your audience.
2. Promote Voter Registration
Our vote is our voice in a democracy. The more people who are registered to vote, the more voices can be heard. By making voter registration accessible to your customers and employees, you demonstrate leadership that their voices matter to the democratic process. Consider partnering with local organizations to set up voter registration booths at your place of business or provide resources on your website where visitors can easily register. You may also provide resources for your customers and employees to verify their voter registration as there have been efforts to purge voter rolls across the country. Perhaps you consider offering a small incentive, like a discount or special offer, to customers and employees who show proof of their voter registration. This approach not only encourages participation but also creates a positive association with your brand.
3. Host Community Events
Hosting or sponsoring events that bring the community together around election-related activities could position your brand as a strong leader. Whether it’s a town hall meeting with local candidates, a debate watch party, or a voter education workshop, you can provide a neutral space for political dialogue and engagement. Your business can become a hub for community engagement, fostering connections among your customers and promoting informed voting.
4. Encourage Employee Participation
Your employees are your most valuable asset and your encouragement of them to use their voices matters. Empowering your employees to engage in the democratic process can lead to higher morale and a stronger sense of community within your business, which will in turn impact your customer experience. Take time to create internal campaigns that encourage voter registration ahead of the election and participation on Election Day. Consider how you will provide them flexibility on Election Day to participate in the democratic process — whether that’s offering paid time off for voting, volunteering for get-out-the-vote efforts and at the polls, or perhaps some special perk if they show proof that they’ve voted.
5. Leverage Your Social Media Presence
We don’t have to tell you that social media is a powerful tool for reaching a broad audience. Use your platforms to share information about the election process, highlight the importance of voting, and showcase your business's efforts to support civic engagement. You can create shareable content, such as infographics, videos, or even personal stories from your team about why voting matters to them. This not only drives engagement but also positions your brand as socially responsible and community-oriented.
6. Collaborate with Local Organizations
Our power is in the “we.” Partnering with local nonprofits, civic groups, or other small businesses can amplify your efforts. You may also consider joining organizations like Civic Alliance, who is a non-partisan coalition of businesses committed to a thriving democracy. Collaborations can range from co-hosting events to joint social media campaigns that encourage voter registration and turnout. Working together with other community-focused organizations can strengthen your brand's ties to the local community and enhance your impact.
7. Lead by Example
As a small business owner, you set the tone for your brand. Make sure your actions align with the message you’re promoting. Share your own voting story, talk about why you’re encouraging voter participation, and lead by example. When your customers see that you’re actively engaged in the democratic process, they’ll be more likely to follow suit.
We believe that engaging in the democratic process isn’t just good for the community — it’s good for business. By positioning your brand as a leader in civic engagement, you can demonstrate your brand’s values, build stronger relationships with your customers and employees, enhance your reputation, and make a positive impact on your community. This election season, take the opportunity to empower your brand and your community by actively participating in and promoting the democratic process. Your voice, and the voices of those you influence, can shape the future.
