Brands should not talk about politics
Before discussing politics from your brand's perspective, pause and reflect. For CEOs and those in leadership positions, remember: you are the brand.
I'm not suggesting you shouldn't be politically aware or hold strong opinions. Rather, if you have considered what's truly at stake when sharing these views in a business context?
Ask yourself:
- What do you hope to gain by making political statements through your brand?
- More crucially, what might you lose?
It's tempting to issue statements that seem consensual in the moment. I've been there, because I care so much about politics and the impact it has on people's lives.
But before you act, consider this: If the issue is so pressing that you can't help but speak out, shouldn't concrete action proceed any statement?
Why this cautious approach? Is it a lack of courage? No. It's about longevity. We build brands to outlast individuals, institutions, political parties, trends, and time itself. With that context in mind, what's the cost-benefit analysis of potentially alienating a significant portion of your customer base with unsolicited opinions on corporate channels?
With over 50% of the world's population taking part in general elections this year, concerns are rightly high.
Doesn't this democratic, healthy, needed and vibrant debate belong on personal social media, in conversations with friends, at the coffee machine, or on platforms like Instagram or Snapchat—rather than on LinkedIn?
Before you share that political post from your brand account, ask yourself: What's the true value proposition here? What are the potential risks and rewards?
Call me old-fashioned.