Election Week Pressure? Here’s How Brands Can Keep Their Voice Steady and Real

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By Jordan Nasser Chief Marketing Officer/Fractional CMO: Branding, Marketing, and Communications | Ex H&M | Ex Warner Bros. | Ex GAP

Election week. It feels like everyone’s holding their breath, and brands are feeling it too. Every post, ad, and caption can feel like a gamble right now, especially when trust can be gained or lost in a single moment.?

In these high-stakes times, brand voice becomes more than just what you say; it’s about striking the right tone in an atmosphere where missteps have real consequences. Take the recent decision by The Washington Post not to endorse a presidential candidate, a choice that quickly alienated a large portion of their subscribers. They clearly could have used their brand voice in a better way to release this decision, balancing transparency with sensitivity to their audience’s expectations.

In contrast, brands like Ben & Jerry’s have long introduced social issues like social justice, equality, and representation without alienating their core customer base. How? They’ve found a way to stand for something meaningful without appearing partisan, bringing relevance to their message while respecting their audience’s values.

As tensions rise, so do expectations.?

Your audience wants authenticity, especially as public sentiment intensifies. Right now, staying relevant without coming across as performative or overly safe can feel like walking a tightrope, and the pressure is real. The challenge for brands is clear:

How do you speak your truth across platforms while maintaining trust with an audience that expects both authenticity and nuance?

Stay Consistent Without Being Stale

Clear brand guidelines are essential. Think of them as a safety net that keeps your tone, message, and values steady while giving you enough room to tweak things for each platform. Nike is a great example. On Instagram, they’re all about high-energy visuals that scream "athlete." But on LinkedIn, Nike leans into professional storytelling, sharing perspectives on diversity, innovation, and company culture. This approach reinforces Nike’s identity across channels without losing touch with the distinct audience expectations of each. The message might shift slightly, but it’s always 100% Nike.

Knowing what your audience wants on each platform lets you tailor your voice without losing that core personality that keeps people coming back.

Know When Imperfect Can Be the Perfect Choice for Your Brand Voice

Many brands fall into the trap of over-curating their voice, polishing content until it’s flawless but sterile. Yet, in a landscape where audiences increasingly value realness, sometimes letting your brand voice show a few “rough edges” can create a stronger bond. The irony? A perfectly polished voice can come off as disconnected, particularly when audiences are looking for genuine human connection.

Luxury brands offer a fascinating case study here. Built on aspiration, exclusivity, and craftsmanship, they would typically maintain an immaculate, untouchable voice. But brands like Gucci and Balenciaga have broken this mold, introducing quirky, less polished campaigns that show personality without diluting their brand. They shift their voice with a touch of irreverence or humor, bringing the brand down to earth without feeling out of place.

The takeaway is clear. Strong brand voice guidelines should serve as a foundation, not a cage. Being authentic sometimes means allowing for a little imperfection, even in carefully crafted messaging. Knowing when to relax that voice, especially during cultural moments or in response to audience feedback, helps brands feel more human and less like a marketing machine. It’s a delicate balance but one that often pays off with deeper, more genuine audience engagement.

Keep it Simple: Inspire, Inform, Interact

With so much happening online, it’s easy to feel like you need to be everywhere, doing everything, all at once. But often, keeping things simple is the way to go. When it comes to building a solid online brand voice, you really need to focus on three points: Inspire, Inform, and Interact.

Inspire your audience with captivating visuals or videos that strike an emotional chord. Brands like Glossier use Instagram to focus on minimalist, user-generated content to inspire their audience by showcasing real customers and influencers using their products in everyday settings.

Inform your followers about promotions or updates they’ll actually care about, whether that’s an upcoming sale, an event, or a product launch. Netflix does this constantly, keeping fans in the loop about new shows and behind-the-scenes moments on Threads.

Interact with your customers in ways that make them feel seen and appreciated. Wendy’s has mastered this on Threads, jumping into conversations with quick, witty replies that build engagement and community. It’s not just about posting; it’s about starting conversations.

Choose Relevance Over Consistency

At the end of the day, brand voice is more than a marketing tool, it’s how you show up for your audience, especially in culturally anxious times when everyone’s on edge and looking for something real to hold onto. The key isn’t just to stay consistent, it’s to stay relevant, to read the room, and understand the moment without losing who you are. When people feel seen, understood, and included by your brand, they’re more likely to lean in and stick with you through the ups and downs.

In a world that often feels divided, a brand voice that’s steady, thoughtful, and genuine is more than just effective, it’s essential. That’s the kind of voice that doesn’t just speak to your audience, it resonates.?

And that’s when the real magic happens.

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