I am sure you are like me, right now.

You see what is going on in the world at this moment and you are wondering what to say and how to say it so your brand doesn’t get backlash from your customers, fans, social media and maybe the public at large.

I understand your problem.

You might feel pressured to say something.

To have a viewpoint.

To have a stance on a particular issue at this moment in time.

Your social media channels might be filled with onlookers impatiently rattling their fingers on their keyboard screaming “SO?! Are you going to say anything????!!!!”

Your brand is in an unusual and unfair disadvantage at this moment.

You see, it doesn’t matter what you say, you will NEVER please everyone.

You can have a hard-line stance on the political/social issue happening right now, but there will always be someone who is not satisfied with your answer. It doesn’t matter how positive that answer is, how much money you donate, what causes you join to reinforce your position or the things you have been doing for YEARS that already address the current issue…YOU. WILL. NEVER. PLEASE. EVERYONE.

So what does your brand do about this issue?

It’s simple. Be authentic and empathetic to the issue.

Take your time to come up with your brand’s position on the issue at hand. But it is so important that whatever position you come up with, that it’s authentic and empathetic. It needs to speak from the heart and be aware of the situation. It cannot be tone-deaf or created to make a dollar or become insta-famous. You will get crushed if your intent is dishonest.

The intent needs to be authentic.

Here’s what you do to come to an answer.

Begin by asking yourself:

“Is this something I care about?”
“Is this something that affects me, my employees, and our families?”
“If I respond what is my intent?”

Educate yourself on the political or social issue happening by asking questions and being open to all sides of the issue.

Have an open discussion with your employees. Come to a decision together.

Lastly, review your brand’s purpose, mission, vision, and values. These will guide you to your answer.

If you feel you do not want to take a stance then don’t. Remember, you cannot please everyone. You have to do what is right for your brand and your employees.

Look, there is no right or wrong answer here. Being silent or vocal will have equal positive and negative repercussions.

Just remember, the ones that matter most are the people who work for you. Your true fans, the ones that already buy and love your brand, will support you no matter what. The other ones, well, they probably weren’t true fans, to begin with, so they really don’t matter.

Again there is no right or wrong answer here.

Hell, I probably will get backlash just for saying that.

Just listen to your heart, ask yourself deep questions, let your brand messaging guide you, and involve your employees before you make a decision.

They will always guide you in the right direction.

But I will add, as an individual, it is important you think for yourself.

Quit being a sheep. Stop following blindly. Ask questions, understand the issues from all sides, and think for yourself. Then help others do the same.

If you see someone doing or saying something racist or immorally wrong to a black person or a racial minority, or a fellow human being, it’s your duty to stand up for them. Be part of the solution, not the problem.

Is brand perception important to you?

See if Wake Creative is the right fit to help your company create continued success.

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