Is your small business snow-ready? 

How to turn disruption into trust-building moments

One of the best and hardest parts of running a small business is that when something unexpected happens, it’s on you.

Snow. Power cuts. Supply delays. Staff illness. Covid-19.
Some things you can plan for. Others can happen overnight.

And while a big snowstorm might feel like an inconvenience (or a nightmare), I actually see moments like this as opportunities, opportunities to show your customers, your team and your suppliers that:

• you care
• you’re calm under pressure
• and you’re in control, even when circumstances aren’t

That’s how strong brands are built, quietly, consistently, in moments that matter.

So… what happens when the snow hits?

Many of us can now work remotely with ease. Cloud systems, mobile access, Zoom, WhatsApp are all helpful.

But not every business can simply “log on from home”.

If your customers rely on you being physically there.
If your product needs to be made, delivered or installed.
If your team needs clarity and reassurance.

Then how you communicate becomes just as important as what you do.

5 practical tips for communicating clearly during disruption

1. Prepare before you panic

Preparation doesn’t need to be complicated, it just needs to exist.

• Make sure key information isn’t locked on one computer or with one person
• Ensure phone numbers, logins and contact details are accessible
• Talk through simple scenarios in advance: snow days, travel disruption, power outages

Calm decisions come from having already thought things through.

2. Know who needs to hear from you, and how

Not everyone needs the same message, in the same way.

• Your team
• Your customers
• Your suppliers
• Your partners
• The general public?

Decide who communicates with whom, and via which channel; email, text, phone call, social update, website or other. Clarity here avoids confusion later.

3. Keep messages human, clear and honest

This isn’t the time for corporate waffle.

Use plain English.
Say what you know.
Say what you don’t yet know.
Say when you’ll update them next.

People don’t expect perfection but they do expect honesty and reassurance.

4. Keep people in the loop

Silence creates uncertainty.

Even if there’s no major update, a short message saying “Here’s where we are and this is what we’re doing” goes a long way.

It shows you’re paying attention and staying on top of things.

5. Review once the snow melts

When things return to normal, take time out to reflect with your team if relevant:

• What worked well?
• Where did communication feel clunky?
• What would make this easier next time?

Then quietly build that learning into your plans. That’s how resilience is created.

A final thought

Your customers may not remember every email you send.
But they will remember how you made them feel when things were uncertain.

Moments like this are where trust is earned, not through big gestures, but through clear communication, calm leadership and genuine care.

And that’s what makes you stand out from the crowd.

If you’re facing disruption today, take some time to breathe and make your plan.
Lead with clarity. Communicate early. And show people they’re in safe hands.

Walk like a penguin

And just in case you were wondering. The NHS in Scotland says people should walk like a penguin to avoid falling in icy conditions.