Toot Your Horn

It is time to toot your Family-Owned Business horn!

Many family businesses actively promote family ownership. The family brand is a signal of their values that reaches employees, customers, and suppliers. A family is with you during the highs and lows. A family shares your history and your values. It’s meaningful, and it’s something to be proud of. In some companies, highlighting family ownership may be a sensitive issue, especially if the business is a major employer in a small community. Some executives and owners may believe they are burdening their family members by prominently broadcasting family ownership. They may feel it impacts how family members are treated and viewed in the community.

However, for many family businesses, the benefits of the family brand significantly outweigh the negatives. Increasingly, family ownership and the values-driven culture it frequently implies is seen as a major benefit to employees, customers, and suppliers. This is especially true during a time when Americans are losing trust in “big business” and concerned about the short-term profit focus. Many companies would benefit by trumpeting their family ownership, which provides an important signal regarding their values and outlook.