When it comes to branding, stay positive but don’t overdo it.
4 min read
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As anxieties continue to mount from an unclear future, brands must swiftly adjust messaging to reflect our current times. Many companies’ initial reactions may be to push out uplifting messages to counteract unpleasant realities. However, brands need to beware of contributing to Toxic Positivity. Although consumers are seeking comfort, overly positive messaging can be counterproductive as they undermine the pain the world is experiencing.
Positive branding vs. Toxic positivity
Through affirmative thoughts and feelings, positive branding typically triggers warm emotions and reactions among consumers. Positive branding can be attributed to the organization producing quality products or even exceptional customer service, but it often goes beyond operations itself. It can involve the company’s public stance on political issues, sourcing choices, or social causes.