Is Your Brand Addressing the Elephant in the Room?

I received an email from my former business coaches—over at Red Elephant Inc—this morning. Since I know where to find them when I need them, I don’t always open their emails. But this email caught my eye. “Hurricane Harvey,” was the subject line. With everything going on in Texas, they interrupted their regularly scheduled content in favor of humanity.

Mostly because they are compassionate humans, but also because—for them—it’s an all-too-familiar disaster.

In their email, they wrote,

For those of you who know us — you may remember back in 2012, we were displaced from our home for over 4 months and our business almost went under because of Hurricane Sandy.
It was one of the most difficult and trying times of our lives and our hearts go out to those of you in Texas and other areas affected by Hurricane Harvey.
For any of you who need support on how to be a business owner and keep your business going while recovering from the devastation of a hurricane, we will be hosting free webinars next week.

I wasn’t surprised to receive this relevant and compassionate outreach from them.

It’s very much in-brand for them to address the elephant in the room. Many brands continue with business as usual because they don’t know what to do with the discomfort of grief, or controversy, or injustice. But Red Elephant is always willing to get uncomfortable for the sake of breeding better entrepreneurs.

We should all take note.

There are a million reasons to avoid the mingling of current events and brand affairs—it’s controversial, it’s uncomfortable, it’s unscheduled. But building a brand is about connection and if you’re focused on your comfort, you will miss out on the sweet opportunities to connect in the uncertainty of discomfort.

Laura Diaz is the CEO and Senior Strategist at Kiss Me Creative where they make client love all day long. Her super powers are efficiency, follow through and creativity based on sound logic. She enjoys long sips of coffee and short lines at Starbucks.

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