Have you ever seen a brand respond to a social or political event and thought “They’re just doing this to get in the public’s good graces” or “Do they really care”?
We know that 58% of consumers buy or advocate for brands based on their beliefs and values¹. So it makes sense for brands to speak up on issues that matter. It’s really a matter of when.
On one hand, it can seem shallow and superficial when a brand responds to every single event. On the other, when brands stay silent, they risk losing the trust of their customers and stakeholders.
So when and how should brands respond? The answer lies in what truly makes them different.
Differentiators can mean more than just beating the competition
While mission statements and company values are a good place to start in determining whether a current event warrants a response from your brand, we find they can often either be too broad or too similar to others’ to really be your compass. We instead look to what’s actually unique to each organization—its core differentiator—or as we call it, your awesome.
Speaking up on events and issues guided by your primary source of differentiation provides immediate credibility and authority, even positioning you a leader on the topic. Not only that, this also sets your brand up to respond in an actionable and meaningful way. Here’s how to make it happen.
Find the fact
It’s easy to say what makes you different is “we uniquely empower our customers,” for example. But, really, anyone can claim such a hyperbolic differentiator too. A true source of differentiation should not only be unique to you but be based on fact. If there’s something you can say—and back up with real, tangible evidence—you’ve found your starting point.
Be honest
This whole process is pointless if you’re not honest with yourself. Be honest about what your differentiator is. Be honest about what events directly tie to that differentiator. And most importantly, be honest about what events don’t. Ask yourself if your differentiator enables you to take meaningful action on the event, action that would be most impactful and credible coming from you.
Don’t just say, do
Once you’ve identified whether the event deserves a response, the next step is determining how to respond. A smaller action with real meaning can have a much bigger impact than a donation of a large sum or a drafted statement. The most genuine actions are the ones brands take within the context of their own business. How can you use your factual differentiator to actually make a difference?
Doing it right: A look at Airbnb
Airbnb has properties all over the world, but what makes them different from competitors such as hotel chains is these properties are owned by individuals like you and I. Because of this, customers value the company’s speed, ease and directness. Within a few clicks, guests can book their stays and hosts can receive their payments in a matter of hours.
So when the conflict in Ukraine broke out, it clearly affected Airbnb’s business as it directly impacted the Ukrainian properties on the platform. In deciding to respond, Airbnb not only issued a public statement, but acted on it. The company waived guest and host fees in Ukraine and offered free short-term housing for up to 100,000 Ukrainian refugees². Furthermore, customers also leveraged the company’s differentiator to book stays on the platform as a way to donate directly and immediately to individuals in Ukraine.
By leveraging what makes them unique as a means of taking a stand, Airbnb created a real bond between their customers. They also provided a lot of transparency, giving customers complete control over who they wish to donate to. And most importantly, Airbnb was able to help many individuals that major nonprofits and organizations may have missed in their efforts.
Finding your awesome isn’t just about giving you a leg up against your competitors. It can guide you in when and how to speak up in real-time. It helps build credibility and make a true, meaningful difference. After all, actions are what creates impact and what builds belief.
That’s why the art of speaking up isn’t really about speaking at all—it’s about following through with action.
