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The politics season is here with us and in the next couple of months, the atmosphere is going to get really intense. In our previous issue, we highlighted how it will be pretty difficult for businesses to push through with their brand messages given the fact that large swathes of the general population will be primed to receive political messages. But worth noting as well, is the role of brands in politics. Should your business participate in politics, considering the fact that the resulting policies will affect you directly? In this edition, we home in on the brands and politics. We have a few ideas and tips up our sleeves that can help you navigate the political environment, especially when things get murky.

Brands and Politics: What to Do When Your Brand is Entangled in Politics

Politics is a tricky affair for brands, however, they are under pressure like never before to take political stances, more so on political issues that are dear to the hearts of their customers. While it’s tempting owing to its appeal to all or part of the brand’s customers, taking a political stance means that a brand is pushing a political agenda of an interested constituency. Nevertheless, brands should think through before meddling in a country’s political affairs. What should you do?

Quote of the Month

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

Business Tip of the Month

Striking a balance between brand and politics can be such a daunting task. Lately, companies are finding themselves on a back foot as they are faced with the dilemma of participating in controversial political issues or sitting out of it altogether. Customers are increasingly demanding action from brands. Sometimes, sitting on the fence won’t just cut it. We have a few pointers that can aid you in navigating politics and brand. One, understand your brand philosophy and what it stands for. Two, carefully choose which conversations you would like your brand to be part of. You shouldn’t be part of all political-cultural conversations. Three, show your commitment to whatever political issue that you decide to voice your position on. In all, be mindful of what you say, how say it and where say you. Society has become highly sensitive, any slight flop may result in a serious brand backlash.

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SMD Consulting Associates is a strategic marketing consulting firm based in Nairobi dedicated to driving excellence of African SMEs with a vision to create the next generation of exceptional, continental business enterprises. As an SME, you need a partner who truly understands your business and its unique challenges. At SMD Consulting Associates, we have perfected the art and science of optimizing the performance of small businesses through strategic marketing consultancy services. As a marketing agency, we offer online marketing which includes corporate website design, social media marketing, email marketing, blogging, SEO, and PPC advertising. For those starting up their entrepreneurship journey, we offer strategic marketing plan and associated deliverables like branding, company profile among others to get you started. Talk to us today.