When to speak up and when to stay silent
In today’s hyper-connected world, the lines between personal and professional lives are increasingly blurred. This leaves many business owners, particularly those building personal brands, grappling with a crucial question: Should I share my personal views in my business?
The answer, as with most things, isn’t a simple yes or no. It’s a nuanced balancing act, a tightrope walk between authenticity and professionalism.
The case for caution ∙
∙ Alienating customers ∙ Sharing controversial or divisive views can alienate potential customers and damage your brand’s reputation.
∙ Professionalism and focus ∙ Your business platform should primarily focus on your products, services, and industry expertise. Introducing highly personal or political topics can distract from your core message.
∙ Potential for misinterpretation ∙ Online communication can be easily misinterpreted. What you intend as a thoughtful opinion can be perceived as offensive or insensitive.
The case for sharing ∙
∙ Building connection ∙ Sharing carefully considered personal views can foster a deeper connection with your audience. It allows you to showcase your values, build trust, and attract like-minded customers who resonate with your beliefs.
∙ Authenticity and transparency ∙ In a world saturated with carefully curated online personas, authenticity is a breath of fresh air. Sharing your genuine perspective can make your brand feel more human and relatable.
Standing for something ∙ In certain industries, particularly those with a strong social or ethical component, taking a stand on relevant issues can solidify your brand’s purpose and attract customers who share your values.
So, what’s okay to share?
∙ Values-driven perspectives ∙ Sharing views that align with your brand’s core values and mission can strengthen your connection with your audience. For example, a sustainable business might share its views on environmental responsibility.
∙ Relevant industry issues ∙ Sharing your perspective on industry-related issues demonstrates your expertise and thought leadership.
Personal experiences (with caution) ∙ Sharing personal experiences that are relevant to your business or industry can be powerful, but ensure they are presented professionally and avoid oversharing.
What’s generally off-limits?
∙ Highly divisive political or religious views ∙ These topics are often highly charged and can easily alienate a significant portion of your audience.
∙ Personal attacks or criticism ∙ Avoid publicly criticising individuals or other businesses.
∙ Oversharing of personal life ∙ While authenticity is valued, maintaining a level of professionalism is crucial. Avoid sharing excessive personal details that are irrelevant to your business.
Jokes, especially about things that are illegal or unethical ∙ Sometimes jokes don’t land well and what you find to be funny, others might not. Sharing jokes that reference illegal or unethical activities can severely damage a business professional’s reputation, undermining trust and projecting an image of poor judgment.
The bottom line
Sharing personal views in your business requires careful consideration. Prioritise authenticity, but always balance it with professionalism and respect for your audience. If you’re unsure, err on the side of caution. Focus on building meaningful connections through your expertise and values, and remember that your business platform is primarily for your business.
