Why Personality Matters More Than Ever for Small Businesses in Tough Times

Look, we all know the economy goes through rough patches. And when that happens, businesses panic. They start slashing prices, watering down their branding, and trying to appeal to everyone.

Bad move. I've tried it. I don't advise taking that route. Momentum is easy to kill and so damn hard to revive once it starts moving in the wrong direction. I have fallen into this pit several times (and I'm sure it'll happen again) and it never gets any easier to get that momentum going again.

When customers have less money to spend, they don’t necessarily default to buying the cheapest option. They just get more selective with where it's spent—they buy from businesses they actually know, like, and trust. And that trust? It comes from your personality—how you show up, what you stand for, and how you make people feel when they do business with you.

Here’s the deal: In tough times, people want to support real people, not faceless corporations. If your business has a strong personality and actually connects with people, you won’t just survive economic downturns—you’ll thrive.

The Problem: Playing It Safe = Getting Ignored

A lot of businesses panic when things slow down.

They:

• Start sounding super “professional” and corporate (aka boring).

• Focus only on pricing, thinking customers just want the cheapest deal.

• Try to be everything to everyone, instead of doubling down on what makes them different.

• Copy the competition......For the love of god, don't do this. Completely defeats the purpose of what you're trying to do

You know what happens? They fade into the background.

But small businesses that lean into their authentic voice, values, and personality don’t just stand out—they build unbreakable loyalty.

Why Personality is Your Business’s Superpower

People aren’t just looking for products or services. They’re looking for businesses that feel like a good fit—brands they actually like. When times are tough, people are picky about where their money goes. They want to feel good about their purchases.

A strong brand personality helps you:

Build emotional connections – People remember how you make them feel, not just what you sell.

Create loyalty – Customers will stick with a business they relate to—even if it’s not the cheapest option.

Stand out from the competition – If your competitors all sound the same, your personality is what makes you different.

And the best part? Big corporations can’t fake this stuff. They're losing trust daily. This is where small businesses shine. DO NOT SLEEP ON THIS

How to Inject More Personality Into Your Small Business

If your brand sounds like a lifeless corporate robot, it’s time for a wake-up call. Here’s how to bring some realness back into it:

1. Talk Like a Human, Not a Business

Nobody connects with stiff, generic business talk. If your message sounds like it should be accompanied by the smooth saxophone sounds of Kenny G and played in an elevator of a law firm stuck in the 1990's......yikes. Time to update your brand voice.

Try this:

• Read your website or social media posts out loud. If it doesn’t sound like something you’d actually say to your favorite customer, rewrite it.

• Drop the industry jargon—talk to people like they’re sitting across from you while grabbing a bite at your favorite restaurant.

• Instead of “We provide high-quality products, great customer service and we care about our customers.” (yawn....you and everybody else) So say, "We build things that work hard, last, and don’t come with customer service horror stories." True or not (we hope it's true), it sounds a hell of a lot better than everything else out there.

2. Show the People Behind the Brand

People don’t trust faceless companies. They trust people. So let them see who’s behind the business.

Try this:

• Post behind-the-scenes content of your team, your workspace, or even your daily grind.

• Introduce yourself! Share your story, why you started the business, and what you’re all about.

• Show real customers using your product or service—it builds instant credibility.

3. Take a Stand on What Matters

When money’s tight, people don’t just spend—they invest in brands that align with their values.

Try this:

• Support local! Partner with other small businesses, cross-promote each other, and remind people that spending money locally keeps communities strong.

• If you care about something (quality, sustainability, craftsmanship, whatever), talk about it! Let your customers know what you stand for.

• Show how you give back—whether that’s donating, sponsoring events, or just being active in your community.

4. Make Buying from You an Experience

Nobody wants to feel like they’re just another transaction. Make doing business with you memorable.

Try this:

• Throw in a handwritten thank-you note or a small freebie with purchases.

• Have fun with your packaging—add a personal touch that makes opening it feel special.

• Make your emails, invoices, and even your “out of stock” messages sound like they came from a real human (or at least someone with a sense of humor).

5. Stay Consistently Bold (Even When Business Gets Tough)

The brands that stand out? They don’t flip-flop. They own who they are, and they don’t water it down just because times get tough.

Try this:

• If your brand voice is bold, funny, or edgy—keep it that way! Don’t suddenly go all buttoned-up and corporate.

• Keep showing up, even when things feel slow. Stay active on social media, keep engaging with customers, and keep reminding people why they love your brand.

• Stay true to your pricing and value. Don’t race to the bottom—cheap brands get forgotten, but brands with a strong identity build lifelong fans.

Final Thought: People Buy from Businesses They Know, Like, and Trust

At the end of the day, small businesses win when they feel like a trusted friend, not just another company. Your brand personality is what makes you worth choosing—even in an economic downturn.

So instead of cutting your prices and blending in, double down on what makes your business awesome. Show up, be real, and give people a reason to support you over the big guys.

Because trust me—a strong personality beats a discount every time.