If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the co-founder of a paint-and-sip franchise to reveal her tips on how to prioritize community in your business model.
In this edition of “Ask the Board,” we feature Cathy Deano, Co-Founder of Painting With a Twist, a paint-and-sip franchise that has more than 300 locations across the United States. She originally founded Painting With a Twist in 2007 in an effort to bring her community together and provide a carefree escape in the wake of Hurricane Katrina.
Since then, guests have painted more than 10 million paintings at studios across the country. Deano’s passion for philanthropy led to the brand’s Painting with a Purpose program, which has raised millions of dollars for nonprofit organizations like Habitat for Humanity, the Multiple Sclerosis Foundation, and the Vera Bradley Foundation for Breast Cancer.
Here are Deano’s tips on how to keep community at the core of your business.
Remember that community starts at home
Make sure your mission and culture are well defined to employees, and that starts at the top. Get to know your employees, follow their lives, understand their strengths and weaknesses. Engage them in topics outside of business. Educate them to believe in more than just the bottom line.
Know who your customers are
Engage your customers and understand why they chose your business instead of the competition. Ask them if you could offer a service that is not currently on your roster. When you interact with them, focus on their needs, and make them feel at home, they’ll continue to support you. Never forget your customers are the reason you are in business.
Make giving back a cornerstone of your mission
At Painting With a Twist, we have a very robust give-back program and have from the very beginning. Our local studios partner with a 501(c)(3) to organize paint-and-sip classes in which at least 50% of proceeds go to the nonprofit.
At the corporate level, Painting With a Twist is a major supporter of our local art association. We donate classes to any local fundraiser that asks. We try to walk the walk that we’re encouraging our franchises to do.
Get out into the community, join the Chamber of Commerce, and engage in local events. Educate yourself on various missions from members of the community and be able to speak on them.Cathy Deano, Co-Founder of Painting With a Twist
Participate in community events outside of your business
Get out into the community, join the Chamber of Commerce, and engage in local events. Educate yourself on various missions from members of the community and be able to speak on them. Remember, your goal is to be inclusive of their goals.
Make your location available for community events
Offering your location for community events is twofold. It helps get your name out, and it introduces your location as a company that cares about its community. It also exposes you to more customers. Share your institutional knowledge with others to help them achieve their objectives. This also makes a stronger overall community.
Build a mission that is inclusive of your entire community
Let the public know how your business impacts their lives in a positive way. Make sure people and customers know you are a business for all people. Inform them that you are not opposed to pivoting to accommodate their needs if it fits in with your mission and culture.
Keep your culture foremost in your mind and the minds of your employees
Culture is a living, breathing organism that defines who you are, why you’re here, and how you’re going to impact customers in a positive way for years to come. Don’t forget to keep it at the forefront of your daily operations.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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