How To Showcase Brand Values During America250

Even if you intentionally ignore politics, it's nearly impossible to avoid the headlines, memes, and moments driving dialogue, decisions, and division in America today. And while many of us – Okay, maybe most of us. All of us? – are tired of hearing what politicians have to say these days, it remains a fact that consumers want to hear from other leaders on issues impacting business, culture and society.

A divided America wants its corporate executives and nonprofit leaders alike to say something. To offer context, reflect on experience, or share a prediction. To enter important conversations and take a public stance, or at least showcase brand value and their core values when big opportunities come knocking. America's 250th celebration checks all of those boxes.

But here's the problem: America250 was supposed to be brand-safe but in recent months has "turned into a political tightrope walk", Axios reports.

Team Bond has supported multiple clients recently, who've wondered when and how to be a part of – or intentionally sit out – the conversations and events leading up to the July 4th semiquincentennial. We've helped them decide what to say and how to say it. And then back up those cogent words with thoughtful actions.

This is something that requires real expertise and savvy. If you're just starting to plot out your moves and messaging for the months ahead, consider these three tips that may help you decide how to showcase brand values during America250.

1) Examine your value and values. What do you stand for? Know what matters to you most and make plans to spotlight what you cherish or champion. For a nonprofit focused on cultural heritage or history, that might mean creating content that highlights Americans who championed the values of equality, freedom, and inclusivity. Think now about the core services, assistance or information your brand provides, and how it could meaningfully contribute to an examination of the country's progress in spite of challenges – including those impacting us today. For a brand that is known for uniting communities, messaging could center around finding common ground with your neighbors, addressing disparities, or tackling disinformation. In short, it's important to stay true to what you believe in, and it's not necessary to gloss over pain in order to participate in a celebration.

2) If you decide to particpate, develop a strategic communications matrix. This will help you anticipate scenarios – brand crises included – where you'd be at the center of a meaningful response, or might be called upon to enter the conversation as part of an industry group. Plan and prepare well before a situation's right in front of you.

3) If you decide to sit out the celebration, be prepared to explain why.

Internal and external stakeholders from staff to board members and operating partners will want to know more about your decision. Most organizations don't need to get into granular detail or develop formal presentations, but every leader should have talking points ready to answer basic questions.