How to Know When to Speak Up as a Brand

In recent years, many businesses have felt more and more pressure to chime in on sensitive topics and social causes. But oftentimes, it can feel challenging and nerve-racking to take a public stance as a brand. 

So how do you speak up about a topic your leadership and/or team are passionate about without jeopardizing your brand’s reputation? And what if you want to speak up, but you’re not quite sure what to say?

In some cases, it may seem like a lose-lose situation. Staying quiet poses the risk that some people will make assumptions about where you stand (which can be especially harmful to your brand if your audience wants to see you speak up). But on the other hand, voicing your opinion ineffectively or too often can potentially offend those who feel differently (especially if the masses dub your opinion as a “hot take”). 

Here’s the good news: Deciding when to speak up and what to say can actually create a positive opportunity for your business and your community—as long as you know how to do it right…

Conversations are the root of change.

Speaking up on sensitive topics and social causes can be challenging, but it’s also become expected in many industries. As a business, you have a platform to spark conversation and your followers want to see you use it, especially if your brand is a leader in its industry.

When speaking up about an issue, it is important to first do your research so you’re well informed prior to making any public statements or taking a stance on an issue. Once you’re informed and know what you want to say, you can help create real change by making your voice heard in a positive way. 

It’s impossible to speak out on EVERY issue, which is why you have to decide which topics you and your team feel should be addressed and why. It’s important to be sensitive and empathetic when approaching these conversations, but it’s also important to be confident and authentic in how your company presents itself. It’s a fine line, but one that’s worth considering if your company stands for implementing positive change.

Show off your brand values!

Consumers want to know who they’re investing in and are usually looking for businesses they can align themselves with based on core values or personal beliefs. 

Speaking up on select issues and topics can help demonstrate your brand’s commitment to its own values (and often its customers’). By addressing topics such as diversity, inclusion, and equity, companies outwardly show that they care about their team members and customers, especially if the issue or topic in question affects them directly.

Remember that if you’re mindful in what you say and how you say it, you can provide valuable insight that helps your audience and community better understand your brand’s mission and the people behind it—all while helping you understand your audience on a deeper level, too. When done right, this can be a powerful tool for boosting your brand loyalty and awareness in a competitive online marketplace.

Take the opportunity to educate, listen, and understand. 

Sometimes there isn’t a right thing to say, and we just need to show our support. If you feel the topic or issue isn’t something you’re comfortable with or informed enough to speak on, you can start by engaging with other brands who are sharing credible resources to help educate yourself, your audience, and others in your community. It’s an easier (and often faster) way to get a message you approve out there without having to re-invent the wheel. And it’s a tactic that applies to positive, light-hearted, and even humorous messages, too!

More often than not, consumers simply want to be heard or included in the conversation. We may not always be able to relate or understand their perspective firsthand, but we can make the conscious decision to listen and learn from what they share.

Need help navigating how to speak up as a brand? 

That’s where we come in! With decades of experience helping brands thrive, we know what it takes to enhance your customer experience and generate positive word of mouth while amplifying causes you care about.

If you’re looking for an experienced marketing agency in Knoxville to help you remotely and on-site, let’s chat about what an alignment between our teams would look like.

*Information in this article is not intended to serve as a ready-to-implement brand strategy. When determining what or how to say something as a public-facing brand, always consult with a dedicated marketing partner who’s familiar with your company values, goals, and audience.