Do you know the definition of brandstanding? It’s an “activist capitalist” trend where brands are taking a stance on a current social, environmental or political issue. Usually it’s on a topic that’s deeply rooted in the brand’s identity and core values.
For example, last October, Always made national headlines when it removed the female symbol from its packaging to become more gender inclusive. Some people applauded the decision. Others were in an uproar.
It can be a risk when you take a stand on a controversial topic, but it may also strengthen your relationship with some customers. They may vow to only buy from you, creating strong brand loyalty. Others may be so upset that they’ll boycott your brand completely.
In a world that demands high personalization, it’s no surprise that brands are proving their authenticity by taking a stand for what they believe in. A 2018 study showed that 64 percent of people would purchase from a brand based on their level of activism.
If you decide to go this route, don’t fake it. You can’t just pick a side on a whim and start posting on social media. It’s not a tactic to use solely for capital gains. Make sure it’s something that your brand actually stands for and that you’re passionate about. It could be the environment, social justice, or education. Choose a cause that you believe in.
This is Robin Samora with the Fast Marketing Minute. If you’d like to talk about branding, ask me about coming to your company for a strategic work session about how to promote your core values in an authentic voice, to meet your business goals. Read what it’s like to work with me at RobinSamora.com. Talk tomorrow!