Distiller magazine a publication of the American Distilling Institute, the Voice of Artisan Distilling; devoted to the craft spirits industry: vendors and distillers alike.
Issue link: http://distilling.uberflip.com/i/1306663
fall 2020 | 89 is one you want to take a stand on is this: "Does this issue impact my customers, my employees, or my community?" If you can confidently say no, then it might just be a personal issue that you care about but don't necessarily need to involve your brand. And that's ok…we're not here to say you should take a stand on every single issue in the world. But if you're even a little unsure or can confidently say yes to that question, then the right thing to do is to take a stand. Because remember, business with today's consumers is no longer transactional. Consumers associ- ate and buy from small businesses that they care about, feel a sense of belonging with, understand, and respect. ey want to know your brand cares about them as people…and to care about them as people is to care about the broad issues that impact them. e second question is, "Do you have a point of view?" Now, this one can be hard at times…because at first you may not. Or at the very least it may be unclear. But at the end of the day people want to know what side you're on when it comes to societal issues that impact them. So, take the time to really think through your point of view and try to be objective to understand which parts of it people may disagree with or may be confusing. e clearer you can get on your perspec- tive the better. Because there WILL be peo- ple who disagree. And there WILL be people who push back. And you likely will lose some followers and customers. But if you're clear on your point of view and can stand behind it with conviction then that's ok. You can han- dle the disagreement, push back, and poten- tial loss of customers (see sidebar, page 92). Because remember, if certain customers don't have the same values as your brand, they're likely not your ideal consumer anyway. When Nike took a stand with Colin Kapernick in 2018, the media was abuzz with how many customers they would lose and how much it would damage the brand. And it did create controversy and cost them cus- tomers. Yet a year later Nike reported a 31% increase in sales. In an interview with Fast Company, Nike founder Phil Knight said: It doesn't matter how many people hate your brand as long as enough people love it and as long as you have that attitude, you can't be afraid of offending people. You can't try and go down the middle of the road. You have to take a stand on something, which is ultimately I think why the Kaepernick ad worked. Whether or not you agree with Nike and Kapernick, this is evidence that taking a stand on something that matters, while risky, can also benefit your brand when done right. By taking a stand and having your voice heard you will attract more of your core tar- get consumer over time, which is more valu- able to your brand over the long term. When brands and consumers share values, loyalty develops and deepens. Once you're clear on these two questions, it's time to put values before profits, and take a stand. How To Take A Stand – Making A Statement When it comes to taking a stand, there are three key components to consider: what you're going to say, what you're going to do, and how to show your support on an ongo- ing basis. When it comes to all three of these areas though, remember…you don't have to have the answers. While it's important to play your part in making the world a better By taking a stand and having your voice heard you will attract more of your core target consumer over time, which is more valuable to your brand over the long term.