Safeguarding Brand Reputation During Election Season

As we inch closer to the upcoming election, it’s not just politicians who are feeling the pressure—brands are increasingly at risk of being pulled into the political spotlight. Whether intentional or accidental, political brandjacking can take a serious toll on a company’s reputation, turning innocuous products or business decisions into symbols for political agendas.

In this issue of Digital Influence Digest, we’re exploring why brand reputation is particularly vulnerable now, what brands can do to prepare, and how to respond effectively when caught in the crosshairs of political discourse.

What is Political Brandjacking?

Political brandjacking occurs when a brand’s name, product, or campaign is co-opted for political gain. We’ve seen this happen to companies like Tic Tac and McDonald’s, where their products were used in political speeches, leading to unintended associations. Even well-intended initiatives—like DEI programs or public health campaigns—can be politicized, causing reputational damage if not managed carefully.

The Risk to Brands in the Current Climate

Today’s hyper-polarized environment means that nearly every public stance or decision can be seen as a political one. And in many cases, even misinformation or false narratives can quickly turn employees, investors, and consumers against a company. Brands must understand that the truth alone may not be enough to protect them.

How to Protect Your Brand: Proactive Strategies

1. Assess Your Risk Profile: Understand the vulnerabilities within your organization and be prepared to defend them with clear, thoughtful messaging.
2. Leverage Shared Values: When addressing issues, lean into the values you share with your audience, but avoid trying to change minds in the heat of a crisis.
3. Build a Response Framework: Establish a quick decision-making process to ensure that your brand responds promptly and strategically when a crisis arises. Empower key stakeholders with the authority to act swiftly.
4. Pre-Bunk, Don’t Just De-Bunk: Rather than reacting to crises, set the narrative in advance by showcasing your company’s values and past actions. This groundwork will help you maintain credibility when responding to political brandjacking.
5. Revisit and Re-Evaluate: Today’s risks are constantly evolving. Regularly reassess your crisis plans to ensure your team is ready to respond to new challenges.

Stay Ahead of the Crisis Curve

As brands navigate the coming months, especially with the election drawing near, crisis preparedness is more important than ever. Being proactive and aligning your strategies with core values is key to maintaining trust and navigating turbulent times successfully.