Yay, we're in the game! Somehow...
We’re in the game but still struggling
We’ve talked about how important it is nowadays for brands to take a stand (Branding as we knew it is over). BUT THE WORST THING A BRAND CAN DO IS POSTING A BLAND STATEMENT ON EVERY POSSIBLE OCCASION!
Don’t get me wrong, I highly appreciate awareness campaigns like Veganuary, Movember, International Women’s Day, Black History Month, Pride Day and so on. They’re calls to question our status quo, challenge stereotypes, think outside our usual bubbles and to put equality once again on top of our agendas. But like any good cultural or social concept, they’re also taken over by savvy brands for their marketing and capitalization.
There is a societal and business imperative within communication for brand activity around empowerment awareness initiatives. But how can you avoid to be received as another brand doing “brand washing”? How can you get it right?
Be true. Don’t just express vaguely your solidarity in a standard post that all other brands are posting too. Root your product or service in a real empowerment activity, show substantial results. Not just on that particular day. Everyday. All year round. Always.
Be bold. Yes, for taking a stand on a social topic you’ll need to have some guts. It won’t please everyone, there might be some remarks - off records of course. But isn’t it better to mean something to someone instead of meaning nothing to everyone?
Be reflective. Big changes come in small steps. Start on a very personal level: Question your evaluation criteria. Do I really apply the same standards for everyone or is there the possibility of an unconsciously unequal judgement? How would I perceive that statement if it was said by a senior consultant, young female colleague, non-native English speaking person, X (insert any other description that might limit your objectivity)…? Would I make the same remark about X (again, insert any possible description here)?
Be inclusive. This isn’t about being “against” something. This is about inclusivity for everyone, this is about breaking down limiting stereotypes that concern every single one of us. Some more, some less obviously. We’re all somehow victims of gender labels, role expectations, social norms and economical pressure. Opening up on inclusivity, means opening up on everyone.
So, if you take the effort to make a statement on any awareness day, make sure it is substantial. If you don’t have anything substantial, don’t just produce a bland post, instead ask your clients, employees, friends or just anyone what you could do to play a real part in your stakeholder’s lives. Ask how you can contribute to a real change, to transform the industry of today to something better for tomorrow and to inspire next generations and your fellows today.
Or ask us. We’re at Karlie we believe that successful branding is rooted in the appropriate positioning within a social and cultural context. We empower the companies we work with through the definition of their brand identity and an active voice. Let’s work together - get in touch!