Most business owners I work with want to give back to their community. They care. They want to be visible. They want to build trust and loyalty.

But they’re also busy. And somewhere between running the business and living their life, community investment starts to feel like another thing they’re failing at.

It doesn’t have to be that way.

Every January, business owners set big visibility goals… and then immediately wonder how on earth they’ll fit any of it in.
The good news is that visibility doesn’t have to be big, loud or expensive. It just has to be aligned.
And honestly, some of the most impactful ways you can show up in your community are also the easiest.
Start with what already works
I drive past two fruit shops to get to Kenny Littles, my preferred fruit and vegetable shop. Not because the others are bad, but because Kenny’s has shown up for our community for years. The loyalty didn’t come from a discount or a flashy ad. It came from consistency, generosity and being part of people’s lives.
That’s community capital. And you can build it too, without overextending yourself.
Make visibility human (and simple)
People connect with people, not logos. So choose a face for your business — whether it’s you or the most outgoing person on your team — and let them show up.
Then keep it simple:
Support one local team or organisation, not ten.
Partner with businesses who share your audience but aren’t your competition.
Make your values and mission visible so future staff and customers know what you stand for.
This isn’t heavy. It’s intentional.
Say yes in a way that doesn’t burn you out
I once volunteered for a 3am–7am community event shift. Never again.
Not because I didn’t care but because it wasn’t sustainable. The next time, I took the 7pm–11pm slot instead. Still helpful, far less painful.
Visibility has to fit your season, your energy, and your culture. Otherwise it becomes another thing you resent.
Where to begin this year
Don’t try to be everywhere. Choose the spaces that make sense for you and the people you want to serve.
Low-lift. Aligned. Visible.
That’s the kind of community engagement that actually builds momentum and pays you back in ways marketing alone never will.

Have you ever had a truly terrible customer experience? I mean the kind that leaves you thinking, “Can you believe that just happened?” And then you tell everyone about it.

Now flip that.

Have you ever had an experience so unexpectedly delightful that you couldn’t stop smiling and couldn’t wait to tell someone?

That’s exactly what happened at the Roar Awards back in June. Many of us were staying at The Calile Hotel in Brisbane, which hosted the event. And let me tell you, they know how to do service.

Let me say the quiet part out loud: your customers have changed.

They’re busier. They’re savvier. They’ve got Google in their pocket and expectations higher than ever.

Gone are the days when a beautifully written blog and a heartfelt “about” page was enough to win their trust. These days? People are reading your content in a dentist’s waiting room or between school pick-up and dinner prep. If it’s not fast, clear, and easy to engage with… it’s gone.