The Art of Opinion: Balancing Expression with Brand Values

You’re guilty of it, I’m guilty of it, we’re all guilty of it.

You know what I’m talking about – being judgy.

Take Taylor Swift for example. Wow, so much judgment toward her!

If we listen to all of her critics (and there are many of them), the NFL has been ruined, the music industry has gone to pieces, and people are being ripped off left, right, and centre because of her greed.

But this piece isn’t specifically about Taylor.

You can love her, you can hate her, your opinion of her is completely up to you.

But how you express that opinion is what I want to address.

As a business owner, did you know that everything you say and write is a direct reflection of your business brand?

Every post you make on social media, every comment you make on a Reel, every blog post you write, every email you send, every conversation you have. Everything.

It is all part of your brand positioning.

Why is this so important?

Did you know it takes five milliseconds to form a judgment of someone? A first impression that may be positive (or negative) but either way, it’s a judgment.

That means that when someone who doesn’t know you encounters your communications, they have formed a judgment of you based on what you said.

That judgment will cause them to either like you, trust you, and want to get to know you more, or turn them off and make them want to walk away.

So if you’re in the “I hate Taylor Swift” camp, or any hateful camp for that matter, that means every time you express that opinion, you’re being judged for it.

If someone disagrees with your comment, especially if it’s said in an abrupt and unkind way, then you’re being judged for being judgy.

What’s more, you’re being judged for being mean-spirited, unsympathetic, harsh, etc.

You’re even being judged by the judges who are judging your judgment of her. Try saying that twice!

And it works both ways, as you’re probably aware that you’ve been judging people, too.

The reality is, when someone reads a comment and is immediately turned off by what was said, that may even be enough for them to unfriend that person. I know I’ve done that before.

At the end of the day, if you’re judging other people, it’s absolutely true that others will judge you.

Let that sink in for a moment.

Because when this happens, it all boils down to values.

Whether it’s a person or a brand, we are attracted to those who have the same values as us, and when our core values are in alignment, we resonate with what’s being said, and appreciate having someone who feels the same way as we do, or a brand that communicates values similar to our own.

That being said, from a business perspective, knowing what your brand values are, what you stand for, and what you believe to be true, is vitally important.

So, when you’re engaging in any form of communication, whether it’s personal or professional, you’ve got to ensure that what you communicate and how you communicate it is in alignment with your brand values.

As an example, if your core values are trust, integrity, honesty, and kindness, then your communications need to reflect those traits.

Always. Everywhere.

It’s okay to hate Taylor Swift, but how you express your opinion needs to be in alignment with those traits you deem as your brand values.

Because values are non-negotiable. They can’t be vague or only come into play when you feel like it.

But when you communicate with your brand values being the foundation of all that you say, you are much less likely to turn off the very people you want to have as a client, resource, or supporter.

So the next time you’re having a bad day, feeling jealous about someone else’s fame and fortune, or just feeling like lashing out thinking you’re safe behind your computer screen, take a breath, remember your core values, and proceed with caution.

Your business will thank you for it.

Does your business have a brand value statement? Share it below!

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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