As with most small business owners, an owner or leader of a family business faces seemingly countless struggles on a daily basis. This is normal and is expected – if it were easy, everyone would be doing it –right?
However, you can’t let your struggle become your identity. Some family owned businesses focus so much on their struggles and in a lot of cases vent to their customers and prospects about them. This isn’t a good thing. Over time, your customers and prospects will start associating your struggle as part of your brand… a brand attribute… and you DON’T want that to happen.
You want to separate the business struggles you face from your brand as much as possible. Your customers should only experience what you WANT them to experience at each and every touch-point with your company. Remember, your Brand is created strategically and methodically… not by what you are feeling at that moment or by the circumstantial struggles you are facing.
