Three Takeaways from ‘Steering Your Brand Through Social and Political Turbulence’
KCI President Jeff Krakoff was part of the thought-provoking panel, “Steering Your Brand Through Social and Political Turbulence,” co-hosted by the American Marketing Association Pittsburgh chapter, and AAF Pittsburgh & Ad 2 Pittsburgh. Others from the KCI team were in the audience.
The event brought together local experts to discuss the connections between brand strategy and current social, political, economic and environmental issues. In addition to Jeff, other panelists were Shannon Baker-Meyer, President of Gatesman; Cooper Munroe, CEO of The Motherhood Inc.; and George Potts, Founder and President of Fifth Influence.
Here are three key elements the panel discussed to help you establish trust with your audience when taking on social issues, even in turbulence.
- Authenticity
When asked whether or not a brand should comment on a social or political cause, more than one of the panelists agreed: If taking a stance on this issue doesn’t fit the brand, don’t do it.
What is the brand’s stake in an issue? What is your audience’s stake in this issue? Taking a stance on an issue must come from a place of authenticity. Ensure that this stance aligns with your brand leadership, stakeholders and audience’s interests and comes from a place of genuine care.
2. Proactivity
To avoid or minimize the chances of your taking a stand becoming a negative firestorm, “answer every question people may have before they even have the chance to ask,” Jeff told the audience. “Tell them what you’re doing and why you’re doing it.”
Avoiding a crisis — or at least taking steps to alleviate the crisis when one occurs — starts days, months or even years ahead with getting the positive news out about your organization. Also, you need to assess if anything you’re doing or saying could be taken negatively by any stakeholder groups and planning for that likelihood and how you will respond. Establishing a procedure through a comprehensive issues/crisis communications plan, discussing all potential vulnerabilities and guiding your brand’s leadership through media training can open a clear path for your brand’s success in a crisis.
When a crisis arises, handle it head-on. Be transparent and tell your brand’s truth rather than avoiding questions.
3. Consistency
When you take a stance, stick with that position, even through adversity. A brand leader retreating on a controversial stance in the media can confuse your audience and lose their trust. While it may seem desirable to hop onto the newest trending topic and move on a couple of weeks later, consumers place their loyalty to those who take a stance aligned with theirs and remain consistent with that position.
Take action through initiatives that support the issue. A fundraiser, volunteer day, awareness campaign or other creative avenues can show that your brand truly supports their position.
If you need help with your brand’s messaging, thinking about taking on a social issue or need help with issues/crisis communications, please reach out to us at .
Photos Courtesy of Chad Isaiah
www.chadisaiah.com