Kellogg’s was successful in raising money for an important organization. But, BIGGER than that, they created space for people to share their pronouns at their family kitchen table. Campaigns like the one from Kellogg’s bridge the gap between awareness and doing the work change requires.
đź“ť A Framework For Controversial Conversations
Your new brand playbook requires that standing up for the fundamental rights of others is an essential part of your brand.
When should you speak out, and how do you prepare?
▶️ Step 1: Know Your Values & Deal-Breakers
Get comfortable in your brand’s core beliefs and allow them to act as your North Star. They establish what you care about as a brand, what your audience cares about, and what guides their decisions when voting with more than their wallets.
Brands like Airbnb and Ben & Jerry’s always show up to the party on time and with the right message because they know what matters to their audience and them as a brand.
▶️ Step 2: Consider Relevance
You wake up and see the crap just hit the fan. Again.
Should you respond? These four questions can help you decide.
- Does the issue align with your brand purpose?
- Can you contribute to the conversation in a meaningful way?
- Does your audience care deeply about this issue?
- Do you need to speak to protect your audience, employees, or community?
If the answer to these questions is “yes,” there is a high relevance between your brand and the issue. You have the opportunity to speak on it from a position of authority.
If your answers to these questions are “yes” for some and “no” for others, it doesn’t mean you cannot speak out. But perhaps your voice is better used to support and lift others who are more closely aligned.
If your answer to these questions is "no" across the board, this may not be your fight. Speak when you have something to say, not simply to say something.
▶️ Step 3: Pause Other Marketing (if appropriate)
Read the room. It might be appropriate to pause your regularly-scheduled marketing to give the day’s news the space it deserves. If half the country is reeling, it's not time to market your new ebook.
When it doubt, hit pause.
This may require getting with your media and digital teams to review what's running. Consider your messaging, creative, and where advertising is placed to ensure appropriateness.
If you can’t be helpful, be quiet.
▶️ Step 4: Craft a Clear Message
Your people are looking for a direct connection between you, them, and the issue. Draw that line for them by being honest, straightforward, and human. When responding, frame the message in what is meaningful to your audience and authentic to your brand.
Don’t be Walmart selling Juneteenth ice cream.
What is it you want people to know? You never want to craft a response by committee (there’s nothing more painful), but gather your key stakeholders' thoughts and concerns to help guide your statement.
- Who is responsible for the company’s stance?
- Who has the power to make business decisions?
- Who best understands your audience?
- Who is most fluent in the issue?
You want to be informed and intentional in your response.
▶️ Step 5: Don't Forget Your Employees
Talk to your internal team before you deliver an external message. Your people are in this with you, and they're feeling it. Make them aware of the resources available and allow them space to grieve, share concerns, and process how they’re feeling. Their thoughts and insight may contribute to the larger brand message.
