Why Staying Silent Could Hurt Your Brand

As a Canadian, I’ve always watched U.S. elections with a mix of fascination and concern.

This year was no different – but it felt more personal, more urgent.

I usually prefer to stay neutral on contentious issues, avoiding the risk of offending others or losing potential clients.

However, the 2024 U.S. election has made me rethink that approach.

And as the dust settles, I’ve decided to share a few thoughts…

What I’ll remember most vividly about this year’s election is the stark contrast between leadership rooted in integrity and manipulation disguised as strategy.

Watching from the outside, it was striking to see how fear and misinformation were used to shape public opinion.

It was chilling to witness rational people echo harmful rhetoric, believing falsehoods so carefully spun they seemed undeniable.

Both major candidates demonstrated how powerful brand positioning can be in influencing voters.

For one, it was a strategy of consistency and authenticity, appealing to values like stability, empathy, and progress.

For the other, it was a bold and unrelenting narrative of fear, strength, and “us versus them” rhetoric.

These strategies shaped not just public perceptions but deep emotional loyalties.

Whether through a message of hope or division, each candidate’s positioning tapped into the fears and aspirations of their audience, creating movements so compelling that many voters felt an almost personal connection to their chosen leader.

As a small business owner, there’s a powerful takeaway here: Your brand positioning matters more than you might think.

Like the candidates, your messaging should align deeply with the values and needs of your target audience.

Are you appealing to their hopes and aspirations, or addressing their fears and frustrations?

Are you communicating with consistency and authenticity?

These are the elements that build loyalty, trust, and emotional connections – just as they did in the election.

And while divisive tactics might grab attention in the short term, long-term success comes from creating a brand that people trust and want to rally behind.

At the same time, this election felt like a pivotal moment for women’s rights. Staying silent out of fear is no longer acceptable.

This is an opportunity to use our voices – and even our brand positioning – for something greater than just increasing profits. It’s about leveraging influence for the greater good, fostering a movement that aligns with our values and attracts like-minded individuals who want to create positive change.

I admired those who spoke their truth, even when it meant risking backlash or judgment, and this reminded me that, whether in politics or business, staying true to your principles isn’t just essential for personal integrity – it’s also how we create authentic, meaningful connections with others.

Speaking up – whether on social media, in blog posts, or in conversations – might feel daunting. But it can also attract people into your sphere who share your values and vision.

These connections, whether they are clients, collaborators, team members, or resources, have the potential to spark incredible growth and positive momentum.

So, what about you? Do you feel it’s safe – or even beneficial – to share your political opinions on social media?

I’d love to hear your thoughts. Let’s start a conversation.

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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