By Nicole Charmoli
The CATALYST in Gilbert hosted a powerful and engaging workshop: Rooted & Real: Telling Your Local Business Story, facilitated by Alyssa Prewitt of Local First Arizona. This interactive session invited small business owners to dig deep into the heart of their brand by reflecting on why they chose their community—and how to tell that story in a way that resonates locally.
Alyssa emphasized the powerful economic impact of supporting local: on average for every $100 spent at a local business, an average of $46 remains in the community. In contrast, an average of only about $13 stays local when dollars are spent with out-of-state corporations. This is just one of many compelling reasons to focus on strengthening community connections and highlighting the local aspect of your business story.
Why Your Story Matters
Participants explored how sharing their authentic business story can serve as a bridge to deeper community engagement. When customers know the why behind your business—and understand how your business fits into the fabric of the community—they’re more likely to support it. People connect with people. They support what they feel a part of.
Alyssa shared that businesses that are deeply connected to their community often experience more resilience—especially in both times of celebration and times of challenge. The more visible and integrated a business is, the more the community rallies around it.
Ways to Deepen Community Connection
Throughout the workshop, attendees identified actionable ways to engage meaningfully with their community, including:
- Showing up consistently at local events
- Sharing community involvement through social media and in-store signage
- Joining the local Chamber of Commerce
- Building relationships with city officials and local schools
- Telling their business story in a way that highlights their unique connection to the area
These efforts not only create visibility but also deepen the trust and sense of belonging between businesses and their communities.
Finding Your Unique Edge
Another key element of the workshop was discovering and embracing your business’s competitive edge. What makes your business different? How are you serving your customers—and your community—in ways others don’t? When you clearly articulate and demonstrate your values and commitment, you create a compelling reason for people to choose your business.
Be Real. Be Rooted. Be You.
A central theme of the session was the power of being real. Customers are drawn to authenticity. They want to know the real people behind the brand. It’s not just about saying you care—it’s about showing it through action and involvement. Vulnerability, honesty, and heart go a long way in building genuine community support.
Final Takeaway
Your local story is more than a marketing tool—it’s a foundation for meaningful relationships. When small businesses lead with authenticity and community connection, they not only stand out—they thrive.
At The CATALYST, we’re proud to offer workshops like this to empower local businesses and strengthen our community. Continue to check our online calendar of events for more opportunities to learn, grow, and connect.