This time of year can be tough for folks who have personal brands and small businesses and are unsure how to share a holiday message in what can be a highly volatile world of politically-correct thought police. On the one hand – we are taught it is important to be “transparent” and “authentic” when communicating with potential clients and customers. On the other hand, whether you are “authentically” a believer in any kind of God, or “transparently” a non-believer (or simply disinterested), a message that reflects your personal beliefs can sometimes get you in hot water with the public.

No matter which way you go, it is possible that your holiday message will offend someone, so the best solution is always to do as you would do any other month of the year – focus on your audience.

Your audience – those folks who come in the door of your shop, visit your online retail space, or read and sponsor your blog year-round – are the people you are in business to serve. And, while you are certainly welcome to share your own beliefs with them, remember that it is their choice whether or not to let your beliefs dissuade them from doing business with you.

Ideally, your message, shared sincerely, will not affect your service and the experience your customers or readers have in your space. And that is the bottom line. If you do business with any and all who enter your doors, no matter what kind of holiday message they wish to offer you, the message you share with them will be much better received, even if you are on opposite ends of the spectrum.

In a perfect world we would all be welcome to share our own sentiments with the people around us and not be judged or dismissed or ridiculed – but this world is far from perfect. Make your decisions based on your own brand and be confident in your own stance – no matter which side of the fence you choose to stand on.