When it Comes to #BlackLivesMatter, the Old Brand Rules Don’t Apply

Once upon a time, a couple of sales leaders invited me to join them for a pitch meeting. At the time, pitches weren’t typically in my purview. But these two had already included me in their proposal as a project asset (also not typical), so I went with the flow and did my best to prepare for the meeting.

Days later, still confused in the cab on our way to the meeting, I asked one of the sales leaders to help me understand my role so I didn’t make a complete fool of myself in front of the prospect. It was only then that I discovered the real reason for my presence: The organization we were pitching had a predominantly Black leadership team. My sales colleagues, who were White, believed my presence would help them (and their predominantly White organization) win the work.

A New Day Breeds a New Way

It’s an interesting time being a Black woman in the business of communication and branding. As it so happens, some of the companies I currently advise operate in the diversity, equity and inclusion space, so I’ve seen up close and personal this dramatic cultural shift. Just weeks ago, many of the same organizations proclaiming solidarity with #BlackLivesMatter were slashing DEI budgets or, worse, laying off DEI staff. Now, DEI professionals are overwhelmed by requests for help, and brands are finally committed to the real work of anti-racism, diversity, equity, and inclusion.

Or are they? When I see all the position statements, more Black people included in advertising, #sharethemicnow, #blackouttueday, etc. — as a human being, I feel hopeful and encouraged. I celebrate the progress, even if it’s small and a very long time coming.

But I also feel a glimmer of distrust. My mind goes back to that sales pitch meeting. I remember how it felt to be leveraged as a convenient prop instead of a partner for my real skills, value, and talent.

Brands that are committed to building a trustworthy and believable presence can’t make that same mistake. This is not a moment — it’s a movement. And yet, we’re still seeing some brands revert to the old rules of brand and reputation management. If brands are to survive and truly thrive in this new cultural revolution, they’ll need to drop the old rules and embrace a new era of transparency, transformation, and growth.

Trade Mere Words for Transparency

Brand transparency is nothing new, yet many organizations are still reverting to their tried and true tactics of hiding, masking, and avoiding the truth about race.

That approach was barely hanging by thread before, and it’s simply not effective now. When companies like Nike, Mac, and others posted their BLM statements, entrepreneurs like Sharon Chuter and others asked for their receipts. No more hiding behind words, they said. Show us the Black people on your board, on your leadership team, and throughout your organization.

These demands for transparency aren’t going away anytime soon. Just today, The Black Travel Alliance launched a similar campaign calling upon the travel industry to #PullUpforTravel. Again, this isn’t a moment, it’s a movement. Employees and customers will continue to challenge brands to reveal their true diversity numbers, their equity failures, and more. So show up, own up, and share how you intend to do better.

Commit to a Growth Mindset

For many brands right now, there’s an underlying fear of criticism if they’re anti-racism, diversity, and/or inclusion goals miss the mark. Don’t let perfect be the enemy of good. Brands need to accept and embrace the fact that this is going to be a slow, messy, and imperfect ride. No personal, professional, or organizational change happens overnight.

Let’s put it this way: At this moment in time, brands need to decide if their story will be one of transformation or stagnation. Transformation is painful. It’s ugly. And mistakes will be made. But stagnation is much, much worse for a brand. So without leveraging it as an excuse or a cop-out, they must be willing to consistently say “We’re listening, we’re learning, and we’re doing our best.”

Communicate Consistently (No Matter What)

So often, brands loudly declare new DEI or anti-racism efforts, and then… crickets. This is not an effective way to build trust with any community — Black or otherwise.

So don’t just leave that #BlackLivesMatter statement on the website with no follow up. Brands should commit right now to regularly communicating organizational progress toward racial equity and social justice goals. Hold quarterly town halls. Provide regularly scheduled updates on your website or via email. Be honest about what’s working, what isn’t, and the adjustments being made. Most importantly, don’t hide from feedback or view it as something negative to be silenced. Again, this is where a transformation mindset is critical. Use feedback as a gift.

Very few brands ever communicate their DEI initiatives on a consistent basis, and I predict very few will in the months to come. Don’t be like them. Buck the trend. Be a leader.

Don’t Just Feature Black People — Include Them

Wondering what happened after that pitch meeting I mentioned earlier? The good news is we won the work. The bad news is I was never told directly that we won the work, never thanked for playing a role in that win, and never leveraged as an asset for that project. My colleagues had essentially done what my alma mater, the University of Wisconsin, did back in 2001 — photoshopped a Black person to project an artificial sense of “diversity”.

Please, don’t do this. All of the Black Talent, Black stock photos, Black influencers, and Black customers brands have embraced over the past several weeks won’t do a thing for anyone’s image if they’re gone in a month or even a year. Leveraging them as convenient messengers won’t fool anyone, and it will only make Black stakeholders feel disengaged, disgusted, and distrustful — not the markings of a stellar brand.

That’s why brands must commit to doing the real work of engaging Black people and other POC as true partners. Listen to and elevate the voice of Black employees and customers, always. Commit long-term and strategic support to organizations that advocate for them. Sponsor them. Promote them. Do the work. And communicate all of the above.

Again, this is not a moment. It’s a movement. Don’t let your brand get left behind.