What The Current Times Mean For Your Brand
I saw a tweet today that said, “living through history is overrated”, and I’d have say I agree. It’s no surprise to anyone that we are living through a crazy time right now. That said, all of life is change and with it comes our ability to adapt to our circumstances. Throughout my decade career, I’ve had the privilege of working with dozens of brands and individuals looking to connect their businesses to their communities in an authentic way. So what happens when the world is turned upside down? You get back to the basics: show them who you are and what you stand for.
We’ve all seen well meaning brands and public figures ruin their reputations with one “thoughtful” public statement. So it’s understandable if you’re not sure what the best move is for your brand. But the good news is, you control your own narrative until you don’t.
If you’re an individual you may think you have no brand, but again we all know that in todays job market employers look at things like social media with a critical eye and as much as your “opinions do not reflect that of your employer”, implicitly they always do. On the other hand, brands are being judged by their actions and in-action. Damned if we do and damned if we don’t. The truth is whether you’re an individual or billion dollar company there will always be people who agree with you. The ones who don’t are not your people, or as we in business say not your ‘target audience’.
Of course there will always be those who criticize, condemn, and crucify, but if you’ve established the core foundation of what your brand stands for people will see you for who you are.
Furthermore, before you put out a statement on anything really reflect on what your public persona says about you. Do you have pictures, posts, tweets, blogs that reflect what you believe in? Or conversely, do you have things that are not an accurate reflection of who you want people to see you as? One statement is not enough. One tweet, one black box, one scholarship promised, won’t hide who your supporters are big or small.
So, what do the current times mean for your brand? It means it’s time to get real with what you believe in as an individual whose actions affect those around you. Will you be remembered as an ally of action? That’s for your brand to decide.
For businesses:
If you’re someone who is looking to create true systemic change within your own organization I recommend to start by sourcing a DIVERSE group of people to address the issues that affect your organization. This doesn’t mean rounding up every minority in sight and saying tell us what’s wrong. It can be as simple as creating a safe space for people to voice their constructive opinions on how they see your brand. Questions like, are we doing enough to support diverse opinions? What does our current community look like and are we doing enough to support all voices within it? All a great start because no matter how big or small you will find an answer. The tricky part? Actually listening to your employees and implementing change.
I’ve had the fortune to work with many CEOs whose brand I audit. When I tell them they have an issue with diversity and inclusion (in terms of hires, social media content and blog contributors) they tell me they don’t agree. So how do we move passed it? Some examples of working around that initial defensive reply are creating sustainable programs like women supports groups, community initiatives, or sourcing minority writers from alternative places (often within their existing communities). What happens 100% of the time? The business and community is better for it and the CEOs company branding reflects that of a minority woman creator, in their own authentic way, without anyone realizing it. This is all to say: LISTEN TO MINORITY OPINIONS AND DON’T TAKE THINGS PERSONALLY. People by nature have an implicit bias to hire those that reflect themselves, and there is nothing wrong with that. The problem comes when we don’t recognize that other people who don’t look like us have important opinions too and it’s everyones job to give light to a world that reflects that.
I truly believe that we all have the right to change our mind, and if you’re like any one the business owners I’ve worked with who have evolved you too have all the potential to rise to our current times and create real change that benefits those around you and with any luck, the world.
In HR? I highly recommend you join the National Diversity Council and attend their annual event in Dallas, Texas. I had the honor of being invited as an Emerging Latina Leader where I met and learned from the likes of America Ferrera, Colin Powell, and President Barack Obama just last year - a priceless experience that is well worth attending for your own organizations!
