In today’s fast-moving world, business leaders and subject matter experts often feel compelled to use their platforms to share personal viewpoints, especially during times of crisis. While the urge to respond is understandable, both ego-centered and empathetic leaders can inadvertently harm their brand by making well-intentioned but misguided public statements.
Ego-Centered and Empathetic Leaders at Risk of Missteps
Ego-centered leaders might think, “My political views and opinions are so important that they should be shared to enlighten others.” This is the sort of thinking that might lead a CEO of a sticker company to hijack the company’s SMS marketing channel to share unsolicited political views, as we saw in the case of Sticker Mule, whose CEO made headlines with his response to the assasination attempt of former President Donald Trump.
Empathetic leaders, on the other hand, may feel drawn to express their support and an earnest desire to stop at nothing to help victims. In their efforts to help, they could rush to make emotional statements such as “we stand with you” after a tragedy. While well-meaning, these declarations can come across as performative or exploitative if not backed by a concrete action plan to actually offer help, whether in the form of volunteer assistance, financial support of an organization on the front lines, or other form of quantifiable help. Customers are quick to detect when a business is simply paying lip service without any meaningful follow-through, and such statements can appear opportunistic.
Mixing Personal Beliefs or Empty Gestures with Your Brand Can Harm Customer Trust
Whether driven by ego or empathy, blurring the line between personal beliefs and brand communications can confuse your audience and erode trust. Instead of focusing on political or emotional statements, leaders should concentrate on amplifying their brand’s expertise and authority. This approach helps build trust with a broader audience and ensures that the brand is perceived as a reliable, neutral player in its industry.
If your business can make a meaningful impact in response to a tragedy, take concrete action before making public declarations. For example, offering specific aid, volunteering resources, or making charitable contributions shows genuine support. Vague or emotional statements without any real follow-through will do more harm than good.
Rightly Said vs. Right to Say
The quote, “I disapprove of what you say, but I will defend to the death your right to say it,” attributed to Evelyn Beatrice Hall, reflects the importance of free speech. However, business leaders must recognize that while they have the right to voice personal opinions, doing so through their brand might not always be in their best interest.
There is a critical distinction between what you have the right to say and what should be said on behalf of your brand and a fine line between free speech and business interests. Sharing personal viewpoints or making empty promises can alienate customers, media partners, your community, and others. By keeping personal opinions and symbolic gestures separate from your brand’s voice, you maintain its integrity and strengthen the collective trust of your employees, customers, and stakeholders.
At Synaptic, we help business leaders navigate the fine line between personal beliefs and brand messaging. By helping you communicate strategically during crises, we ensure that your business remains a trusted, respected leader in your industry. Want to work with us? Get in touch!
