Brands You Don’t Have To Say Anything

One of my biggest bug bearers is how brands fell into the trap to say something every time something happened or every time there is a calendar event happening.

Brands let the social media companies mislead them, chasing engagement and using these channels as news platforms hasn’t brought you closer to customers or fans, it has cut your reach and diluted important things you need to say.

Quality will beat out quantity almost every time.

Why? In every training workshops, in most c-suite coaching and founder expert calls I am always asked questions along these lines, should we talk about this news story or should we share something on National X or Y day, the answer 99% of the time, is don’t say anything unless you are directly helping, immediately impacted by the event or you are the go-to resource.

A free tip: Unless your brand is directly involved - it is often smarter and more authentic to say nothing externally. You will have to cut through internal pressure and say no, this is your job as a leader, knowing when no beats yes and being focused on what makes you win.

Remember this deliberate approach doesn’t mean you (and your brand) don’t care, it means when you have something important to say you will get cut through and it will land with your customers.

The less time you spend in a ‘war room’ making hard decisions and press statements (and social posts) - the better for you, the team/department and the brand.