How To Build Trust That Lasts Beyond the Holidays | Guest Blog

How To Build Trust That Lasts Beyond the Holidays

Guest blog By: KJ Blattenbauer of Hearsay PR

Every founder I know feels it the moment pumpkin spice hits the shelves. That quiet panic disguised as excitement: the holiday rush is coming. Sales. Shipping. Social media. And let’s not forget… actually trying to enjoy the season, too.

Here’s what I tell my public relations (PR) clients every year: the holidays aren’t just about selling more. They’re about being remembered.

And that lesson doesn’t fade when the trees come down. The same habits that make your brand shine in December can build trust and visibility all year long. Here’s how.

1. Audit and Align Your Message

Before you post another “Shop Small” graphic, take five minutes and look at your business like a stranger would.

Can people find what they need on your site without digging? Does your Instagram bio match what you’re promoting this week? Are your Google hours actually correct, or did you forget to update them after summer?

Here’s the truth: confused customers don’t buy. Period. And clarity, not clever copy, is what drives cash flow.

One of my clients once fixed mismatched promos across her site, emails, and social media in one afternoon. Her abandoned carts dropped 40% that week. Forty. Percent. That’s the power of getting your story straight.

For more on the fundamentals of brand consistency and storytelling, Mango’s Back to Basics: 5 Can’t-Skip Tips for Woman-Owned Businesses is a great read.

2. Lean on Partnerships, Not Pressure

Running a small business can feel like shouting into the void, especially during the holidays when it seems like everyone else has a bigger team and an even bigger ad budget. But here’s your secret weapon: collaboration.

Team up with another small business whose audience complements yours. A candle shop and a bakery can bundle up a “cozy night in” gift set. A boutique and a jeweler can host a holiday pop-up. A wellness coach can partner with a coffee shop for a “stress-free season” event.

When you collaborate, you share audiences. That means new eyeballs on your business without paying for ads. It’s smart marketing. And better yet, it’s community. 

Because, as the Mango team so generously shared in The M’s of Mango: Marketing, Mixers, Members, connection is what fuels growth.

3. Engage and Delight Like a Human

Forget perfect Reels and polished campaigns. The best content right now? Real moments.

Show your team packing orders with hot cocoa in hand. Snap a photo of your dog napping next to shipping boxes. Record a 10-second video sharing your best gift-wrapping hack.

Then go one step further: delight your customers. Slip a handwritten thank-you note into every order. Send a quick voice memo to a loyal client. Or tag a customer on social media just to say thanks.

It takes a few extra minutes, but people remember how you made them feel. Discounts fade. Connection doesn’t.

4. Play the Long Game

Visibility isn’t vanity, it’s strategy. Every Instagram post, media feature, and partnership builds brand equity that compounds over time.

The business owners who thrive aren’t the loudest, they’re the ones who show up consistently, tell a clear story, and make their audience feel something.

So as you head into the holidays, ask yourself: What can I do today that my future business will thank me for in March?

That’s how you build trust that lasts long after the gift wrap is gone.

For more visibility tips that work long after the holidays, check out Mango’s 3 Tips to Remember for Social Media Success, it’s packed with advice you can apply all year.

About the Writer

KJ Blattenbauer is a powerhouse publicist who helps creative founders and small business owners get seen, heard, and remembered through strategic public relations that builds credibility and connection. Learn more at hearsaypr.com or follow @kjblattenbauer on Instagram.