The Intersection of Kindness, Community, and Small Businesses
For years I had taken care of my Dad. He was sick for a long time, and I shared the role of primary caregiver with my mom. I went to all the appointments, took all the phone calls from doctors and nurses, and became a layperson expert in congestive heart failure, diabetes, end stage kidney disease, dementia, and peritoneal dialysis. At the same time I was also a caregiver for my mom, who didn’t ask for help with as many things, even if she needed them. She knew I had a lot going on, and didn’t want to bother me. She still doesn’t, so now I bother her with fun things instead. (Hi, Mom!)
When Dad died last spring, and I wasn’t his caregiver anymore, I had a bit of an identity crisis. My husband, my kids, and my practically-defunct business, Giraffic Media, were all waiting for me. My family and I were able to take care of each other during a very difficult time, and I learned again how to be a wife and a mom. But with Giraffic Media, it was time to reinvent the business.
I agonized for nearly a year about, “What am I best at? Who can I serve? How can I make a difference for them?” I tortured myself and my husband going back and forth on it. I went through many versions of my brand - from telling people to breathe and relax with soft, flowy language and dusty pastel dandelion seeds, to high energy hot pink and lime green giraffe puns that didn’t really say anything meaningful, to completely changing the name and going with pop art light bulbs saying, “Find your genius!” None of it was right, and eventually both my husband and I were sick of my indecision.
One day everything clicked, and it felt like the roof had blown off my house - there were no limits to how high or how far I could go. I suddenly had a plan, a direction, and a thing that I desperately wanted to do for people. And now I’m on a quest to help others do all that work in a fraction of the time, and save them from the heartache of feeling lost, indecisive, and like an imposter.
That transformative journey gave me deep insights. Now, when I work on branding projects with clients, I fold these experiences into the mix. I've come to understand that businesses, just like people, have unique traits, values, and stories. My objective is to craft brand identities that reflect these elements, blending authenticity, empathy, and a sprinkle of humor.
As I was finding my footing again with Giraffic Media, one thing became abundantly clear - the power of community. You see, local businesses aren't just places where we buy things or get services. They're far more than that. They're integral parts of our community, run by our friends, our neighbors, and maybe even that friendly lady from your child's school. Each one adds to the vibrancy of our local life, giving our neighborhoods and towns their unique flavor.
Local businesses often have a wealth of potential waiting to be tapped. A show of support from the community, a little bit of what we call 'Practical Kindness', can truly turn the tides for them. What's fascinating is that even the smallest of actions can work magic. Pop into that new café that's just opened up, or give a shoutout to your favorite bookstore on social media, or perhaps even recommend that reliable mechanic you always turn to. These seemingly minor acts can be transformative, giving small businesses the boost they need to thrive and grow.
And here's the beautiful part - it's a two-way street. As we nurture our local businesses, they reciprocate in myriad ways. Sure, it might be in the form of supporting local events or contributing to community causes. But sometimes, the most meaningful gestures are the ones that often go unseen - like the local store owner remembering your name, or the café barista making your coffee just the way you like it without you even asking. These businesses offer us more than just goods and services. They offer kindness, empathy, a sense of belonging.
As I've nurtured Giraffic Media back to health, I've leaned heavily on these acts of kindness and empathy from my local community. This experience has been instrumental in shaping my mission - to support and empower mompreneurs, those extraordinary women who are balancing entrepreneurship and family life with grace and gusto. My services, my content, everything I do, aims to celebrate and amplify their unique stories, helping them to create their authentic, compelling brand.
In this spirit, I'm excited that Giraffic Media is sponsoring the Practical Kindness Small Business Week. Because I get it—small businesses face unique challenges, and that's why I firmly believe in the strength of community and kindness in helping them flourish. By supporting our local businesses with even small gestures, we can transform our communities, one act of kindness at a time.
Andrea Engebretson is a mom, artist, brand designer, business coach, and general badass who enjoys video games and 80s cartoons and has yet to outgrow the desire to own a llama. In her business, Giraffic Media, she loves the precision of organizing information on a page in a way that is easy to ingest, and thrives on helping others - especially other moms - make their businesses shine.
July’s Featured Art:
Where quotations meet mosaics: Kathy Luther’s “Kindness. Beauty,” incorporates Anne Herbert’s quote about spreading both.