Brands’ comments and actions, including yours, have a significant impact. Politics, like many other aspects of our culture, is becoming increasingly divided. You may gain your audience’s allegiance by being genuine about your ideals and causes.
A brand’s reputation may be harmed by not expressing a viewpoint. According to a recent poll, a majority of respondents say it is critical for companies to make a statement on political and social matters. And a lot of those polled believed companies had the potential to reach broad audiences and effect genuine change.
When do you weigh in –
Every problem must be acknowledged by your brand. Your management team should consider the following questions when deciding when to make a statement or speak out against injustice:
As a brand, who are we?
Is there a connection between this issue and our brand’s clear vision and mission statement? Is this a timely issue on which we can make a relevant statement? Will we show our audience that we are responsible for our position?
What are the expectations of our consumers and employees?
Check to see if your customers have any questions or comments regarding our brand or the problem. Is it in our employees’ best interests for us to take a position?
What do we believe in?
What are the key values of our company? Is it more sensible for us to speak up or remain silent on this issue?
What message will our silence send?
The quiet of a brand may communicate more than a message. Consider the implications of saying nothing.
Who should make a statement?
Generally, the company’s CEO or director must issue a statement. It is critical for CEOs to take a stronger stance on such public topics. However, if your company employs people from disadvantaged populations or people who have been personally touched by an issue, consider encouraging them to talk about their experiences or providing them a voice.
How to reach your audience in discussions on social issues:
Follow these ideas to engage with your audience and benefit from brands that are doing it effectively should you decide to speak on a social or political topic.
- Make your message one-of-a-kind –
Before going down the obvious path, consider whether you would deliver a powerful message. To enhance your relationship with loyal clients, be attentive and engage with honesty.
- Make the message relevant to your brand –
Would you like to issue a comment about an issue that matches with the values of your company? Stop. Stop. Take a few steps back and take a big breath. Start figuring out how to express yourself in the most relevant possible way. What is the relationship between this issue and your brand? It will have a significant impact if you acknowledge that linkage.
- Take responsibility for your audience –
It’s one thing to declare your brand supports a cause; it’s another to demonstrate how you’re doing it. Also, if your brand connects to a social issue, mention what your company is doing to address it. Prove to your audience that you appreciate and are striving to make a difference.
- Contribute resources to the issues –
Consider going further once you’ve decided to make statements about an issue. Probably offer resources or assistance to those who are touched by your issue. These contributions can enhance the impact of your message.
- You don’t have to be a politician to make a statement –
Some people believe that when businesses speak up for a social issue, companies are stating an opinion in today’s heated political environment. That, however, is not always the case. Companies might concentrate on making an impact in issues that aren’t aligned with their political views.
- Make assertions that your audience is interested in –
You are not required to take a position on every topic. It’s up to the executive team to figure out which issues matter most to the brand — and to your target audience. Use your personality to check if your audience is interested in the topic. Of course, some issues are so serious that even if some customers disagree with you, you must persist.
- Consider the long term –
Don’t let your social purpose pass you by. Consider how you will support this cause or combat this injustice in the long run before making a remark or publishing about it on social media. Perhaps you’d like to donate to a certain charity on a regular basis? Or do you want to overhaul your company’s hiring and promotion procedures? Maybe it’s time to start offering internal training? Consumers will perceive the devotion and goals behind the statements your company sends out if you take action.
Final thoughts –
It may be difficult to strike the appropriate balance when it comes to making a statement. However, with careful consideration, internal talks, and an assessment of the unique contributions that your company can provide, brands may be in a position to assist make the world a better place.