Not too long ago, it was an unwritten rule of marketing to avoid controversy at any cost. Today, we find ourselves in a social and political maelstrom that’s simply too powerful to ignore. It means organizations and leaders can no longer afford to be neutral. To reveal the potential in your brand, you’ll need to take a position on the things your audience values. If that seems risky, then you need only consider the danger of staying silent.
The good news: With a clear sense of identity and a cool, confident voice, your brand can find the courage to speak its truth to those who are eager to hear it. Here are a few tips:
Marketers sometimes make the mistake of thinking the more people they target, the better. In reality, when brands try to speak to everyone, they actually connect with no one. Don’t try to be all things to all people. Instead, focus on the right people, learn what they truly want and value — and then become the only ones who offer it.
Resist the urge to combine a sociopolitical message with a product launch, a sales promotion, and an announcement about a changing org chart. The only voice — and the only message —your audience should hear is a clear, simple, direct statement of your position on a single issue. Ignore the voices that threaten to over-complicate or water down the story.
Whether you agree with them or not, campaigns like those from Nike or Patagonia work because they take a clear, unequivocal stance on the issues. They’re not openly offensive or vulgar, but they are unquestionably provocative. They don’t invite a response — they demand it.
Remember, people are more likely to criticize a campaign than to praise one. As a result, we often overlook the positive interactions that reinforce relationships. Instead, we let one or two comments create fear, uncertainty, and doubt. You may alienate some people — or even risk losing some customers. But more often than not, those supposed followers were never aligned with your brand in the first place. And as hard as it may be to let them move on, it’s probably in everyone’s best interest.
Perspective is key. Only when the hype and criticism subside will you see the real impact of your message. Nike’s Colin Kaepernick campaign was hugely controversial, but apparently not to investors, online shoppers, or social networkers. According to 4C data, social mentions and comments about Nike rose 1,678% on Sunday and Monday following the launch. Mentions of Kaepernick spiked 362,280%.
Speaking out on important issues says something powerful to your audience. It lets them know you understand them. It tells them you’re in line with the things that matter to them. And it helps define you in their hearts and minds. Ultimately, the long-term gains of loyalty and engagement far outweigh the short-term costs of a few negative comments.
What will your organization stand for? What risks will your brand take in 2019 and beyond? We’d love to learn about your vision — and to help make it clearer to those who share it.