What brands can learn about transparency, storytelling, and impact from 2024’s Olympic Athletes.

As a purpose-driven brand, sometimes strangers on the internet tell us to “stick to marketing.” Maybe you’ve been trolled, too? Have you ever wondered if it’s “out of your lane” to talk about your values?

At Strong Brand Social, we believe brands don't operate in a vacuum. The crises we face are interconnected, and the future we envision is something we need to actively fight for. Using our platform to advocate for our values isn't just a choice—it's an instinct.

We talk to brands every day who feel the same way, but sometimes putting it into practice is challenging. Are there boundaries on what you should or shouldn't talk about? Is there a "right way" to do it?

Impact Strategy: The Intersection of Business and Change

In a best case scenario, you'll have a well-defined impact strategy: a plan developed after careful analysis of where your business strategy and desired social change intersect. You'll understand that your brand can't take on every issue and be clear about the ones you choose to engage with.

Learning from Olympic Athletes: Values in Action

Take the GOAT herself, Simone Biles, and the rest of the USA gymnastics team. Women’s gymnastics has long been known to be a toxic environment that puts scores and wins over mental health and protecting its athletes and imposes impossible body standards, rooted in racist ideals of beauty.

Because of this, it’s completely natural for an athlete like Simone to champion mental health issues or call out the racism she experiences. This is the intersection of her “brand” and the change she wishes to see in her world.

Someone who thinks brands should be “less political” would probably advise Simone against clapping back at Donald Trump by captioning her Gold medal win with: “I love my Black job,” but this is completely aligned with her values and brand. And we all LOVED it! It was almost instantly trending on social, with thousands of responses cheering her quick wit and admiring the strong flex. That is some successful P3 content, right there.

And in putting pressure on USA Gymnastics to create a better environment for these athletes (new coaches with healthier approaches, a new team doctor whose care of the women is so healing, and more freedom to talk openly about mental health and take breaks), they’re also winning more! Team USA took home a world-best 10 medals at Paris.

Or what about Imane Kehlif? Her ability to maintain her focus, lock in, and take home the Gold in women’s boxing while being harassed online (something about the intersection of racism, feminism, and transphobia?) was a masterclass in solving problems in the right order. And now that she’s got Gold, you best believe she’s suing her harassers (Elon and JK Rowling, to name a couple) - and she has the full support of her audience, which has only grown from her success on the Olympics global stage.

Finding Your Lane

Next time you wonder what's "right" or "in your lane"...

Ask yourself:

Does this align with my values?
Does this exist at the intersection of my business strategy and the change I (and my community) want to see?
If the answer is yes, post that sh*t!

Key Takeaways:

1. Purpose-driven brands shouldn't shy away from speaking out.
2. Align your advocacy with your values and business strategy.
3. Learn from Olympic athletes who use their platforms for change.
4. Don't be afraid to take a stand, even if it's "controversial."
5. Remember, authenticity and impact go hand-in-hand.

 

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