Can your brand take a political stand? How far can it go in commenting on global issues?

Can your brand take a social stand? How far can it go in commenting on global issues?

These questions were at the heart of two articles in The Weekend Australian on June 29-30, sourced from The Wall Street Journal: “Go woke, go broke? No way, say Ben and Jerry” and “Tractor Supply retreats from DEI.” Let’s delve into these examples and see how they relate to what we do at BrandQuest.

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Ben & Jerry’s: A Quick Overview

Ben & Jerry’s, founded by Ben Cohen and Jerry Greenfield, is an ice cream company that began in 1978 at a petrol station in Burlington, Vermont. Known for their social activism, they made social issues part of their brand identity early on.

In 1988, they launched the Peace Pop to advocate for cuts in US military spending. Despite growing significantly and being acquired by Unilever for $338 million in the early '90s, this social activism has sometimes clashed with Unilever’s policies. For instance, Unilever blocked them from releasing a flavour celebrating Vermont's civil unions law and a flavour called Pecan Resist, which opposed Donald Trump's agenda. The biggest conflict arose in 2021 when Ben & Jerry’s decided to stop selling ice cream in Israeli settlements, causing Unilever to attempt selling the Israeli division without Ben & Jerry's permission, leading to legal battles.

This scenario highlights a fundamental issue: Ben & Jerry’s strong social mission sometimes clashes with Unilever’s broader corporate goals. This tension illustrates the importance of a brand’s identity.

At BrandQuest, we emphasise the need to understand who you are as a brand. We believe that defining your brand’s essence is crucial, encapsulated in two simple questions: "Why you?" and "Who are you?"

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Tractor Supply: A Contrasting view

In contrast, the article about Tractor Supply, a company based in Brentwood, Tennessee, highlights a different approach. Tractor Supply opened its first Tractor Supply store in 1938 in Minot, North Dakota.

Today, there are over 2,200 Tractor Supply stores in 49 states with over 50,000 employees  in the US. Known for selling animal feed and workwear, Tractor Supply recently reversed its diversity, equity, and inclusion (DEI) initiatives, halting sponsorships of LGBTQI+ pride festivals and voting campaigns, influenced by conservative political pressure and their core customer base.

Traditionally focused on being your local ‘neigbour’ their rural, male customer base didn't align with these DEI efforts. Instead, Tractor Supply has released a customer statement to ‘ensure our activities and giving tie directly to our business’ specifically focusing on agricultural education, animal welfare, veteran causes, and being a good neighbour, aligning more closely with their brand's heart.

*Watch BloombergOpinion's video to learn about the Backlash that Tractor Supply faced since their announcement (27 June 2024)

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The Importance of "Who Are You?"

So, how can brands navigate these complex waters?

It starts with a fundamental question: "Who are you?"

At BrandQuest, we believe that every brand has a unique essence, a soul. This essence encompasses the history, shared purpose, and the collective personality of the organisation. It’s what sets you apart from competitors and resonates deeply with your audience. Understanding this essence is not just about knowing what products you sell or the services you offer; it’s about comprehending the core values and principles that drive your company.

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To truly understand "Who are you?" as a brand, consider the following:

1. Heritage and History: Reflect on the origins of your company. What were the founding principles? How has the brand evolved over time? This historical perspective can provide insights into the enduring qualities that define your brand.

2. Core Values: Identify the fundamental beliefs and principles that guide your organisation. Are you committed to innovation, sustainability, customer service, or social justice? These values should be evident in every aspect of your business.

3. Purpose and Mission: Beyond making a profit, why does your brand exist? What is the higher purpose that drives your actions? For Ben & Jerry’s, it’s about social activism and making a positive impact. For Tractor Supply, it’s about serving rural communities and supporting traditional values.

4. Internal Culture: The culture within your organisation is a reflection of your brand’s essence. Are your employees passionate about the same values? Do they embody the brand’s mission in their daily work?

5. Customer Perception: How do your customers perceive your brand? What emotional connection do they have with it? Understanding this relationship can help ensure that your brand’s actions and communications align with customer expectations.

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At BrandQuest we seek to define the answer with the ‘Who are you?’ with two words. One of the key benefits of summing up the answer in two words is that instead of having to remember a paragraph or a set of values it is easy for everyone in the organisation to know what you stand for and how to behave.  

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You can't keep all customers happy

Brands need to understand that this may not please everyone, but the more you stand for something, the more you become a brand to the customers who really like you. So, Ben & Jerry’s can make these calls because it is consistent with who they are. However, Unilever is not like Ben & Jerry’s, and although sustainability is part of who Unilever is, social justice is not. That is why Unilever is looking to sell Ben & Jerry’s—the two organisations can no longer coexist.

Similarly, Tractor Supply seems to be in a state of confusion as to who they are. Remember brand is about consistency - with Tractor Supply, they have pivoted 180 degrees - and in the process have appeased their traditional customers and disappointed others.

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Applying This Understanding

Once you have a clear understanding of "Who are you?" as a brand, it becomes easier to navigate decisions about taking stands on social or political issues. Brands like Ben & Jerry’s can confidently engage in social activism because it aligns with their core identity. In contrast, brands like Tractor Supply must consider their traditional customer base and core values before making such decisions.

In conclusion, understanding and embracing your brand’s essence is crucial. It allows you to stay true to your identity and make informed decisions that resonate with your audience. At BrandQuest, we help brands uncover their true essence and communicate it effectively. By doing so, you can navigate the complex landscape of social and political commentary while remaining authentic and connected to your core values.

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