You Bet Your Brand on It

Not all events, social movements and images will fit your brand. It’s important to consider each item on its own merits and figure out whether or not it fits within your brand image. Every good marketing plan will be comprised of ways to promote your organizations brand. It could be through public relations, speaking engagements, publishing a blog or book, social media or other forms of

advertising.

However, it is important to know the right forums and topics to present as well as the best platforms to present them. 

For example, tomorrow is International Women’s Day. If you are a medical practice looking for ideas for content on social media, is International Women’s Day a good fit? If it is, how can you position it for your audience? These are the types of questions effective marketers must ask. Perhaps, with permission, spotlighting female patients who have made strides in the professional world or those in the community who have been an advocate for women’s healthcare and rights would be a good approach. In many circumstances, staying away from topics and movements that are highly political is a smart move for organizations.

You don’t have to look much further than Nordstrom’s decision to seemingly go political when it dropped Ivanka Trump’s clothing line. According to CNBC’s Berkely Lovelace “shares of Nordstrom  fell from session highs.” His article went on to say “Nordstrom’s stock is seriously hurting this year overall, too. With Wednesday’s drop, Nordstrom’s shares are down more than 10 percent year to date.” Whether or not the decision was politically motivated remains to be seen, however, the timing was certainly questionable and had pushed the brand into the middle of the political arena. In conclusion, it’s important to consider how the actions you take can affect your brand. Be sure you have thought through all possibilities as best possible before proceeding.