"How do we, as a business, respond to systemic racism?... to Covid?... to the state of our democracy?... to [fill in the blank]?"
If you're not clear on your brand values, you might say NOTHING, afraid to take a firm stand because it could be divisive… It could turn off potential customers… It could impact your bottom line.
But, attracting the *right* customers (for you) and repelling the *wrong* ones (for you) is kind of the point. Serving a customer base that is diametrically opposed to the things you believe in is a stifling spot to be in.
Brand values have always been important. Now, that's finally become more obvious to more people. Figure out what you're all about before you jump into logo creation.
The pretty stuff is fun, but it's not what businesses are built upon.
More than ever, we want to know where the brands we give our money to stand. We want to know if they share the same basic values and belief systems or if they're working against the very things we believe in.
Wherever you land on the political spectrum, big issues are begging to be addressed. Yes, you'll turn off some folks. But you'll activate others.
If you've already thought through your values and how you live them, you'll be clear as day in your response.