Customers are increasingly considering a company’s values and mission in purchasing decisions. Anecdotal evidence has shown that the intrinsic traits of a family business (long-term, multi-stakeholder focus and values-driven culture) appeal to business-to-consumer and business-to-business customers. Panelists will discuss how they have promoted their company as a family business to drive customer engagements. What messaging resonates best? How do panelists’ companies promote these traits to attract talent? What policies have they established (e.g., regarding social media) to ensure that family members’ actions strengthen, rather than erode, the family brand?