On Not Being a News Org…

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Between drinking and frolicking in the streets to celebrate the Eagles and cranking out cold-call emails to drum up new clients (if you’re here because of that—hello and thank you!!), I’m also watching headlines pile up: book bans expanding, anti-trans legislation advancing, climate warnings getting shrugged off, mass layoffs in media and public services, and—oh, look at that!—another round of voter suppression laws. Also, no need to clarify pronouns anymore because some lawmakers insist there are only two options. Silly me.

I’ve cut back on my news consumption with the best of ‘em, but it’s still hard not to feel immediately called to action whenever something triggering breaks. The earth is melting, democracy is crumbling, and history is getting rewritten in real time—but tra la laaaa.

And for small businesses and orgs, this isn’t just existential dread; it’s a business decision. Every time a major news event breaks, brands are forced to consider: Do we say something? Do we stay quiet? Will our audience care if we don’t? What if we get it wrong? I know this dance well. I see my friends posting, resharing, speaking up—and I feel the same pressure. Do I post? Do I not post? Maybe I should at least like their post—show some camaraderie?

Mike Monteiro put it bluntly: “Your retweet or reskeet or repost is not going to save democracy. Your hot take on some idiot’s confirmation hearing is, at most, freaking out your friends.”

Yes. Absolutely. I am totally freaked. But what else should we do—not say anything? In another piece, You Can’t Post Your Way Out of Fascism, Janus Rose nailed it: “We don’t need any more irony-poisoned hot takes or cathartic, irreverent snark. We need to collectively decide what kind of world we actually do want, and what we’re willing to do to achieve it.”

And that’s where small orgs have an opportunity—not just to react, but to build. If your brand values community, sustainability, or equity—say that. Show it in your work. Make it a throughline in your messaging, so when something major happens, your response (or lack of one) isn’t a question mark.

Small brands don’t have to play defense all the time. You don’t have to repost every bad headline or react to every outrage cycle. Instead, use your voice to shape the conversation. Tell people what you stand for and talk about the future you’re building.

Q&A

Each issue, I’ll feature a quick-hit Q&A with someone, a brand spotlight, or an FAQ breakdown. This week’s FAQ:

How do you know when it’s time to re-work your brand?

No one actually asked me this (lol), but it is one of the most common responses I get to my cold-call emails. It usually goes something like:

"Yes, we’ve got a website redesign on our to-do list! We’ll keep you in mind when the time comes."

It’s not a no, per se, but it’s definitely not a yes. And I get it! When you’re calling all the shots and everything feels equally urgent, it’s hard to commit. So, here are the answers no one asked for:

• If you have a big campaign or event coming up… The fact that it’s already on your calendar means it’s not the right time for a brand overhaul. Major changes take focus—wait until after your launch so you’re not pulled in too many directions.
• If your to-do list is never-ending, and a redesign feels impossible… Identify the tasks that would become easier if your online presence did more of the heavy lifting. Your branding, website, and social media are the roads people take to find and interact with you. If those roads are confusing, narrow, full of potholes… well, you get it.
• If you know your brand presence could be better, but it still works… This is the most emotionally confusing scenario of all. People don’t just renovate their kitchens for fun—they do it because their current setup drains them. If your brand isn’t actively frustrating you, but you have a nagging sense it could be stronger, ask a peer, hire an expert (hi, it’s me), or take some time to explore your goals and problem areas.

Got a marketing question for the FAQ? Know a business owner or creator with a smart approach to branding that I should feature? Hit reply and let me know!

Last Scraps

• Flywheel marketing keeps popping up in my feeds—and honestly, it’s a strategy that makes a lot of sense.
• YouTube is about to turn 20 (!), and the BBC took a deep dive into the chaos behind the scenes. Google was not amused.
• In their first post-Super Bowl newsletter, 5th Square (a Philly-based urbanist PAC) kicked things off with:
  
  “🦅 GO BIRDS! Congrats to the Eagles! As Sunday night's celebrations showed, our city becomes a truly special place when our streets are filled with people and not cars. Go birds!”
  
  …a perfect example of how to be fun and spunky without losing sight of your mission.

Thanks for reading! Tincan is written by me, Anne Marie (she/her)—a designer, DIYer, and marketing strategist based in Philadelphia. I help businesses of all sizes navigate branding and marketing with limited resources.

Find me on my website, Instagram, LinkedIn, or reach out directly at annemarie@amlindemann.com.

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